THE EFFECT OF NARRATIVE TRANSPORTATION IN MINI-FILM ADVERTISING ON REDUCING COUNTERARGUING

10.7903/ijecs.1476

Tsai Chen；Hui-Chen Chang

Mini-film Advertising ； Narrative Persuasion ； Transportation ； Counterarguing ； Branded Entertainment

International Journal of Electronic Commerce Studies

8卷1期（2017 / 06 / 01）

25 - 46

英文

Narrative transportation and the reduction of counterarguing have been conceptualized as pivotal factors that enable a story to exert its persuasive influences. Applying narrative persuasion theories, this study empirically investigated the effects of mini-film advertising, a recent online marketing innovation of branded entertainment, on brand attitude and purchase intention to gain a deeper insight into the effects of mini-film in particular and narrative advertising in general. Two quasi-experiments with real mini-films were conducted. The results demonstrated that narrative transportation is positively related to the outcome variables. The insignificant moderating effects of product involvement, preexisting brand attitude, and attitude toward advertising provide evidence that the reduction of counterarguing contributes to the effectiveness of the narrative persuasion.

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