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Article
Publication date: 5 July 2018

Ran Huang, Sejin Ha and Sun-Hwa Kim

This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are…

4105

Abstract

Purpose

This paper aims to investigate the effectiveness of social media communication in luxury brand advertising from a narrative persuasion perspective. Specific purposes are to examine how characteristics of a message giver (i.e. comprehension fluency, imagery fluency) and message receiver (i.e. transportability, need for affect) influence the narrative persuasion process which further affects consumers’ subsequent responses (i.e. positive affect, brand social networking services [SNS] attitudes and intentions) within the luxury hotel industry.

Design/methodology/approach

An online survey was performed via Amazon MTurk. A total of 193 usable responses from SNS users were obtained. The structural equation modeling approach was used to test the proposed model.

Findings

Results show that comprehension fluency and imagery fluency as message-giver factors and transportability as a message-receiver factor positively affect narrative transportation. In addition, narrative transportation leads to positive affect, brand SNS attitudes and visit intentions, while positive affect also influences brand SNS attitudes and visit intentions. Furthermore, additional analyses indicate that narrative transportation mediates the effects of comprehension fluency on affect and brand SNS as well as the effects of transportability on positive affect, brand SNS attitude and visit intention.

Originality/value

Characteristics of a message giver and message receiver altogether are not well understood in the current literature. Empirical evidence in this study contributes to the social media marketing and brand advertising research fields.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 3 April 2018

Zexin Ma, Xiaoli Nan, Yan Qin and Peiyuan Zhou

China and the USA are among the countries where depression is most prevalent. However, the treatment rate of depression is relatively low in these two countries. Negative…

Abstract

Purpose

China and the USA are among the countries where depression is most prevalent. However, the treatment rate of depression is relatively low in these two countries. Negative attitudes toward depression is one of the major contributor to the low-treatment rate. The purpose of this paper is to examine the use of narratives to promote positive attitudes toward depression in China and the USA. In addition, it examines that the psychological mechanisms underlying narrative persuasion in these two different cultural contexts.

Design/methodology/approach

An online survey was conducted in both China (n=84) and the USA (n=174). Participants were first asked to complete a short questionnaire about their demographic information and depressive symptoms. They were then asked to read a story featuring a college student with depression. After reading the message, participants completed another questionnaire measuring their attitudes toward depression, transportation (i.e. readers’ involvement with the story), and counterarguing (i.e. the generation of thoughts that dispute the persuasive argument).

Findings

Results from a multi-group analysis suggested that although narrative messages had similar persuasive effects for readers from different cultures, the relation between narrative transportation and counterarguing was different. For the US participants, the more they were transported to the story world, the less counter arguments they generated. However, transportation was not negatively associated with counterarguing for Chinese readers.

Practical implications

Findings provide implications for strategically using narrative persuasion to promote positive attitudes toward depression in different cultural contexts.

Originality/value

This study is the first to test the use of narratives to promote positive attitudes toward depression in different cultural contexts.

Details

Health Education, vol. 118 no. 3
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 31 January 2018

Ross Gordon, Joseph Ciorciari and Tom van Laer

This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is…

2777

Abstract

Purpose

This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally.

Design/methodology/approach

Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments.

Findings

The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed.

Practical implications

The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives.

Social implications

Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives.

Originality/value

This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.

Details

European Journal of Marketing, vol. 52 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 February 2020

Heejin Lim and Michelle Childs

The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this…

3480

Abstract

Purpose

The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism.

Design/methodology/approach

Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2).

Findings

Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context.

Practical implications

Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story.

Originality/value

This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

Details

Journal of Research in Interactive Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 9 August 2013

Russell K.H. Ching, Pingsheng Tong, Ja‐Shen Chen and Hung‐Yen Chen

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative

8407

Abstract

Purpose

Drawing on extant literature on narrative persuasion, online advertising, and transportation theory, this research aims to study Internet‐based online narrative advertising and investigate the effects of four pertinent advertising design elements, interactivity, entertainment, vividness, and self‐referencing, on consumer products and the moderating effects of advertisement involvement on these relationships.

Design/methodology/approach

Data were collected using an online questionnaire that contained measures adapted from prior studies. Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors’ proposed model.

Findings

Greater levels of interactivity, vividness, entertainment, and self‐referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self‐referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self‐referencing on attitudes toward a product.

Practical implications

If properly designed, a narrative online advertisement can fully utilize Internet‐enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.

Originality/value

This study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet‐based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.

Details

Internet Research, vol. 23 no. 4
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 26 September 2018

W. Timothy Coombs and Sherry J. Holladay

The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media…

3921

Abstract

Purpose

The purpose of this paper is to craft a new perspective on how we can view public relations that reflects important trends emerging in the field including digital media, storytelling, engagement and co-creation of meaning. Transmedia storytelling (an idea with some ties to public relations) and narrative transportation theory are synthesized to form the transmedia narrative transportation (TNT) approach to public relations. The paper details the development of the TNT approach and how it can be applied to public relations initiatives.

Design/methodology/approach

The approach is a literature review to inform the creation of the TNT approach. A case study is used to illustrate the TNT approach.

Findings

An innovative approach to conceptualizing and creating public relations initiatives is developed, explained and illustrated.

Research limitations/implications

The paper examines only one case to illustrate the TNT approach.

Practical implications

The TNT approach develops a new perspective for public relations for developing and executing public relations initiatives. Transmedia storytelling has already been connected to the practice and TNT builds a more comprehensive approach for understanding its value to public relations.

Originality/value

There has been a limited application of transmedia storytelling to public relations. This paper synthesizes transmedia storytelling with narrative transportation theory to develop a theory-driven, new approach for public relations thinking. The TNT approach is a unique fusion of ideas that can bring an innovative approach to the practice of public relations that captures four emerging trends that are shaping the practice.

Details

Journal of Communication Management, vol. 22 no. 4
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 6 July 2021

Kesha K. Coker, Richard L. Flight and Dominic M. Baima

Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with…

1639

Abstract

Purpose

Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.

Design/methodology/approach

This study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.

Findings

Digital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.

Research limitations/implications

Findings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.

Practical implications

Marketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.

Originality/value

This research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

Article
Publication date: 20 May 2020

Tyler Milfeld and Daniel J. Flint

A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described…

1546

Abstract

Purpose

A growing number of consumers expect brands to take a stand on social issues. When Gillette launched its video with a social message in 2019, the popular press described it as divisive and controversial. This study aims to examine themes behind the polarized consumer response, aiding brands in the development of social narrative videos.

Design/methodology/approach

The authors use an existential-phenomenological approach to investigate the meaning behind consumers’ reactions to the Gillette video. Empirical data collection consisted of 24 semi-structured, in-depth interviews. Data were analyzed using the hermeneutic method.

Findings

By viewing the Gillette video through the lens of a story, this research uncovers how marketing stories can lead to different interpretations. Specifically, the roots of polarization lie in perceived realism activation and character activation. Additionally, product placement may activate persuasive intent, interrupting immersion into the story.

Practical implications

Brand managers should consider the potential for alternative interpretations when using storytelling. By measuring a viewer’s narrative transportation, it is possible to identify different interpretations. From a tactical standpoint, brand managers should be cautious about using celebrity endorsers and prominent product placement in social narrative videos. These cues activate persuasive intent, leading to alternative interpretations.

Originality/value

While marketing research has tended to focus on storytelling’s positive outcomes, this research considers how stories can result in polarizing outcomes for brands. The concept of social narrative videos is introduced and a framework is presented that outlines facilitators and inhibitors for this type of brand communication.

Details

Journal of Product & Brand Management, vol. 30 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Open Access
Article
Publication date: 17 December 2020

Andreas Alexiou, Michaéla C. Schippers, Ilan Oshri and Spyros Angelopoulos

This study uses a critically acclaimed digital game as an instructional tool to explore the role of emotional design elements on psychological flow and perceived learning.

1923

Abstract

Purpose

This study uses a critically acclaimed digital game as an instructional tool to explore the role of emotional design elements on psychological flow and perceived learning.

Design/methodology/approach

The authors employ transportation theory to generate a set of antecedents of psychological flow and the theory of flow to connect the gaming experience to positive learning outcomes. The authors investigate the subjective learning experience of players with the use of a psychometric survey, and the authors employ structural equation modelling (SEM) to unearth the direct as well as the indirect effects amongst narrative, aesthetics, flow and learning outcomes.

Findings

The findings of this study demonstrate that narrative and aesthetics in serious games positively influence the perceived learning by facilitating a state of psychological flow.

Research limitations/implications

This study contributes to better understanding and theorizing the role of narrative and aesthetics on learning outcomes in the context of serious games.

Practical implications

The findings of this study bear valuable implications for the design of serious games as they highlight the importance of elements often disregarded as not directly related to the learning process and are typically absent from the design of serious games.

Originality/value

Prior studies have identified aesthetics and narratives as design elements that contribute to the perceived enjoyment of a game; this study empirically investigates the role of narratives and aesthetics in enhancing perceived learning through psychological flow.

Details

Information Technology & People, vol. 35 no. 8
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 2 October 2017

Seonjeong Ally Lee and Miyoung Jeong

This study aims to investigate antecedents and outcomes of customers’ narrative engagement on hotels’ social networking sites (SNSs). Four different types of brand story…

1525

Abstract

Purpose

This study aims to investigate antecedents and outcomes of customers’ narrative engagement on hotels’ social networking sites (SNSs). Four different types of brand story were explored as antecedents for brand story.

Design/methodology/approach

A cross-sectional, self-administered, online survey was conducted with customers who have stayed at a hotel and have used hotel SNSs within the past 12 months.

Findings

Results identified authenticity and humor brand story influenced customers’ narrative engagement, which further influenced their brand attitudes and behavioral intentions. However, reversal and conciseness types of a hotel’s brand story did not lead to customers’ narrative engagement.

Research limitations/implications

The role of SNSs in the hotel industry is evolving; however, the use of a hotel’s brand story has not been closely examined to date. This study investigated the importance of a hotel’s brand story that influenced customers’ narrative engagement on SNSs.

Practical implications

The prevalence of SNSs has changed hotel management practices. Hotels are suggested to pay attention to create persuasive brand stories that encourage customers’ visits to the hotel.

Originality/value

This study is an original attempt to propose a conceptual framework, explaining the relationships among different types of hotel brand stories, customers’ narrative engagements, their attitudes and their behavioral intentions in the SNSs context.

Details

Journal of Hospitality and Tourism Technology, vol. 8 no. 3
Type: Research Article
ISSN: 1757-9880

Keywords

1 – 10 of over 4000