DRIVERS AND CONSEQUENCES OF BUSINESS-REFERENCE-CONTENT (BRC): THE ROLE OF NARRATIVE TRANSPORTATION IN B2B COMMUNICATION

COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducing perceived purchasing risk has been recognized as the primary benefit of using BRC, but empirical research on this has been insufficient. Therefore, this research investigated the underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For empirical analysis, a serial-parallel mediating model was established in which BRC type (narrative versus non-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks – functional risk and financial risk. In this experimental study, an online survey was conducted in which 233 purchasing managers in Korean companies participated. The analysis confirmed that the BRC type had a significant effect on the level of receivers’ narrative transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived functional risk and perceived financial risk (secondary mediators) were all significant. This research provides meaningful implications in that it broadens the theoretical understanding of BRC by presenting the integrated BRC effect model. Also, it clarifies the importance of narrative BRC in B2B marketing practices.

The Use of Road Microsimulation Software within BIM Environments: A Preliminary Assessment

The use of Building Information Modelling (BIM) is becoming increasingly adopted worldwide to support the creation and management of digital environments in which physical and functional features of a facility are modelled. Due to its characteristic flexibility and interoperability, it rapidly extends beyond the boundaries of applications for which it was originally conceived, thus being implemented in other contexts such as the infrastructure sector. Indeed, during each phase of the construction process for building a linear infrastructure, a suitable design of a traffic control plan to optimising traffic flows proves crucial, both for drivers and builders. In this context, there arises the need to perform a comprehensive analysis, combining infrastructure design and building issues with transportation theory principles. For this purpose, the paper proposes a comparative analysis of two different approaches relying on BIM-based tools, namely integrated (i.e., BIM environments with an in-built module for transport simulation tasks) and an interfaceable solution (i.e., BIM environments offering a customised interface for external mobility simulation software). Specifically, after an overview of the issues involved, the two solutions analysed are customised according to the software packages adopted, and a numerical application is carried out. The goal of the paper is to perform a preliminary analysis on the potential of such frameworks by means of comparative evaluation aimed at identifying pros and cons of the two approaches, as well as the best field of application, according to the effort required from the designer, the degree of flexibility offered, and the target pursued.

The effect of novelty in in-game advertising: examining the moderating role of interactivity and congruency

PurposeThe motivation behind the study is to look at the impact of novelty in games on brand recall and attitude, and to dissect the directing job of game interactivity from the points of view of “contrast effect,” “engagement theory” and “transportation theory”.Design/methodology/approachA 2 (novelty: congruent or incongruent) × 2 (game interactivity: high or low) between-subject measures design was used. In total, 172 management students participated in the study. A 2 × 2 between-subjects measure multivariate analysis of variance (MANOVA) was utilized to test the hypotheses.FindingsIncongruent novelty results in higher brand recall but less favorable brand attitude than congruent novelty. Interactivity moderates the relationship between novelty congruence and brand recall such that in a high-interactivity condition, incongruent novelty results in higher brand recall than that in the low-interactivity condition. But, in case of the high-interactivity condition, congruent novelty results in more favorable brand attitude than that in the low-interactivity condition.Practical implicationsDeveloping high brand recall rates and attitudes are the prime objectives of the marketers for choosing a medium to advertise their brands. This investigation adds knowledge to the area of interactive marketing, particularly in-game advertising as a media technique to promote brands taking novelty and game interactivity factors into thought.Originality/valueFrom the perspectives of interactive marketing, psychological elaboration, mind-engagement and transportation of experience, this investigation adds to the literature of advanced media advertising, explicitly to in-game advertising by looking at the effect of novelty and game interactivity.

Functional Brain Connectivity During Narrative Processing Relates to Transportation and Story Influence

Engaging with narratives involves a complex array of cognitive and affective processes. These processes make stories persuasive in ways that standard arguments are not, though the underlying reasons for this remain unclear. Transportation theory proposes a potential explanation for this: narratives are processed in a way which makes individuals feel immersed in the world of a story, which in turn leads people to resonate emotionally with the events of the story. Recent fMRI studies have shown that the posterior medial cortex (PMC) and anterior insula (AI) play important roles in understanding the meaning of stories and experiencing the feelings they produce. In this study, we aimed to explore the AI’s and PMC’s role in narrative processing by measuring their functional connectivity with the rest of the brain during story listening, and how connectivity changes as a function of narrative transportation and the persuasiveness of the story. We analyzed data from 36 right-handed subjects who listened to two stories, obtained from podcasts, inside the fMRI scanner. After the scan, subjects were asked a series of questions, including a measure of how transported into the story they felt, how likely they would be to donate to causes related to the messages of the stories. We used searchlight multivariate pattern analysis (MVPA) to classify functional connectivity maps using seeds in both the AI and PMC and to compare these maps between participants who differed in transportation and prosocial intention. We found that connectivity to various regions successfully distinguished between high and low ratings on each of these behavioral measures with accuracies over 75%. However, only one pattern of connectivity was consistent across both stories: PMC-inferior frontal gyrus connectivity successfully distinguished high and low ratings of narrative transportation in both stories. All other findings were not consistent across stories. Instead, we found that patterns of connectivity may relate more to the specific content of the story rather than to a universal way in which narratives are processed.

Online digital storytelling video on promoting men’s intentions to seek counselling for depression: The role of empathy

Background: Applying the narrative transportation theory, we sought to test the role of a male-sensitive digital storytelling video as a source to persuade men to develop greater intentions to seek counselling based on their empathic reactions to the storyteller. Methods: Using a post-test only design, a total of 247 diverse adult men ( M = 35.86, SD = 12.75) were randomly assigned to either the brochure or video condition and subsequently reported on their state empathy, perceived persuasiveness, and intentions to seek counselling. Controlling for previous counselling experience, a three-way interaction analysis was conducted to assess the significance of the relationship between persuasiveness and intentions to seek counselling across the two conditions, and whether empathy moderated this association in each condition. Results: For men who viewed the brochure, greater persuasiveness was linked to lower intentions to seek counselling at all levels of empathy; although, at high empathy, the relationship was not significant. A similar trend was observed for men who viewed the video at low and mean empathy levels. However, for men who reported high empathy after viewing the video, greater persuasiveness was significantly linked to greater intentions to seek counselling. Conclusion: Empathy may play a viable role in promoting intentions to seek counselling among men who view persuasive digital storytelling content on depression. However, more research needs to be conducted on the conditions that make it favourable for men to have empathic reactions to the contents. Implications for research and the potential for intervention are discussed.

Does What We Know About Actors’ Real Lives Influence Our Reactions to the Characters They Play?

The current study examines the effect of the valence of information provided about an actor on viewers’ identification with the character played by that actor and enjoyment of watching the film. The results from an experiment we conducted demonstrate that the valence of information about an actor influences identification with the character through the mediation of perceptions about the character’s traits and through transportation into the narrative. Information about the actor also indirectly affects the enjoyment of watching the film. We discuss these effects using the concepts of mental models, priming, and the fundamental attribution error as well as transportation theory.