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The increasing popularity of immersive activities (e.g. immersive performing art (IPA) at tourism destinations calls for the need to understand customers’ immersive experiences and its impact on their attitudes and behavioral intentions. This study aims to conceptualize customers’ interactive experience in IPA and systematically examine how interaction in IPA experience shapes customers’ word-of-mouth (WOM) intention and thus generates business values for destination managers.

A two-step mixed-methods approach was used. The qualitative study was adopted to identify the salient dimensions of interaction in IPA experience and develop a context-specific measurement scale. Structural equation modeling approach was applied to test the theoretical model using partial least squares 3.3.0.

The results indicated that the three dimensions of interaction in IPA experience (i.e. parasocial interaction, narrative interaction and environmental interaction) are positively related to customers’ experiences of narrative transportation and self-expansion related to the IPA, which further influence their WOM intention.

This study considers IPA as an emerging form of immersive tourism activities and conceptualizes its interactive nature, and contributes to the understanding of how customers’ interactive experience helps them construct meanings through narrative transportation, and offers valuable guidance for IPA designers and destination management organizations.

The purpose of this study is to explore the interactions between commuters with disabilities and transport services providers and to contribute to a better understanding of transformative service design, ensuring equitable access and the overall well-being of individuals.

This study collected qualitative data through ethnographic fieldwork and interviews with commuters with disabilities and transport services providers. The data were thematically analysed using NVivo.

Evidence suggests that there are opportunities for service users to be included in the co-creation of transformative transport service at different stages of a journey: entering service interaction, transitioning through service interaction and exiting service interaction. However, the reluctance of service providers to transform their services was recognised, due to a lack of awareness, interest, regulator demands and financial capabilities.

This study broadens the comprehension of procedures and strategies for engaging consumers experiencing vulnerabilities in transformative service design and pushes the limits of the current understanding to recognise the inherent challenges of unregulated service providers designing transformative services in an unregulated market.

This newfound knowledge is crucial for developing better approaches that cater to the needs of these individuals and further contributes towards developing transformative service initiatives, which are activities that serve people experiencing vulnerabilities and that try to improve their well-being. These include specialised training and social marketing campaigns for service providers in the informal market and new mobility start-ups or social enterprises with the potential to disrupt the informal economy and offer innovative solutions, such as assistive technologies, mobile apps and journey planners that provide exceptional customer service.

Previous studies on transformative service designs have focused on regulated service providers, such as health care and financial services. This study, however, explores the unregulated transport sector in a developing country and recognises how the intricate nature of informal service provision may jeopardise the prospects of developing a transformative service for consumers experiencing vulnerabilities.

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.

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.

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.

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.

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.

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

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.

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.

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

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.

The purpose of this paper is to examine the effect of interactivity and game-product congruence on the players’ feelings of presence and their brand attitude in the context of in-game advertising. Specifically, this research illustrates the conditions under which the brand placements in digital games create attention, engagement, subsequent feelings of presence and brand attitude by drawing the insights from the “limited capacity model of attention,” the “vividness effects theory” and the “transportation theory.”

A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used. In total, 152 students participated in the study. A 2×2 between-subjects multivariate analysis of variance is used to test the hypotheses.

The results reveal that for a high game-product congruent game, high interactivity results in greater levels of feelings of presence than a low-interactivity condition. However, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of presence. Furthermore, the findings also show that for a high game-product congruent game, high interactivity results in more favorable brand attitude than a low-interactivity condition. On the other hand, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of brand attitude.

This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-product congruence and interactivity on feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experiences in an emerging marketing context like India. The findings are useful for marketing practitioners in terms of effective in-game advertising, designing and execution. Future research can be conducted by exploring the in-game advertising effects of various other variables, such as product-involvement, game-involvement or game-repetition.

This investigation contributes to the literature of non-traditional advertising media, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on the players’ feelings of presence and brand attitudes. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in creating gamers’ feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experience in an emerging market context like India.

Investigates the relationship between tourists’ destination loyalty and their preferences as to destination. Destination loyalty is operationally defined as the level of tourists’ perceptions of a destination as a recommendable place. On‐site surveys of Korean outbound travellers were conducted at the Seoul International Airport, South Korea, in March 1997. Of 285 questionnaires collected from Korean outbound travellers, 265 useful questionnaires are analyzed. Multiple regression analysis reveals that three destination preferences, including different culture experiences, safety, and convenient transportation, have a positive relationship with tourist’s loyalty to the destination. Results from a path analysis show that past trip experience affects tourists’ destination preference. The implications and limitations of the study are discussed in the conclusion.

News research scholars define immediacy as constant news updating, whereas scholars in other fields conceptualize it more broadly as meaning closeness. The present study explicates the concept of immediacy and proposes a multidimensional notion of news immediacy that reflects physical and psychological closeness to the news.

A scale for measuring multifaceted immediacy was developed and tested in a between-subjects design experiment. Four dimensions were extracted from the analysis: transportation, involvement, vividness and timeliness.

The results reveal greater immediacy in online than print news contexts. Involvement is key to the experience of immediacy in both contexts; yet the feeling of being transported to the places of the news events was stronger among online than print news users. The latter relied more on vividness of the news presentation to attain closeness to the news.

Implications of the study were discussed.

The 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”.

A 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.

Incongruent 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.

Developing 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.

From 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.

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.

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.

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.

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

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.

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.

This discussion of buying motor carrier services in a deregulated environment identifies the key factors influencing supplier choice.