Search Results - subject:"Narrative Transportation"

Meme marketing effectiveness : a moderated-mediation model

Razzaq, Ali; Shao, Wei; Quach, Sara - In: Journal of retailing and consumer services 78 (2024), pp. 1-25

Underpinned by brand placement literature, associative network theory, and narrative transportation theory, this … narrative transportation and the moderating effects of consumer brand knowledge, meme literacy, and linguistic characteristics … generates more favourable consumer outcomes (attitude towards ad, customer engagement) and narrative transportation compared to …

Persistent link: https://www.econbiz.de/10015084692

Engaging through storytelling : the interplay of engagement with a story, cause, and charity

Kaczorowska, Karolina; Conduit, Jodie; Goodman, Steven - In: The journal of brand management : an international journal 31 (2024) 3, pp. 265-292

Persistent link: https://www.econbiz.de/10014583572

Narrative transportation : a systematic literature review and future research agenda

Thomas, Veronica L.; Grigsby, Jamie L. - In: Psychology & marketing 41 (2024) 8, pp. 1805-1819

Persistent link: https://www.econbiz.de/10015073440

Augmented digital human vs. human agents in storytelling marketing : exploratory electroencephalography and experimental studies

Sung, Eunyoung; Han, Dai-In Danny; Choi, Yung Kyun; … - In: Psychology & marketing 40 (2023) 11, pp. 2428-2446

Persistent link: https://www.econbiz.de/10014432411

Drivers and consequences of business-reference-content (BRC) : the role of narrative transportation in B2B communication

Jung, Chang Mo - In: Journal of business economics and management 22 (2021) 5, pp. 1323-1341

underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For …-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks - functional risk … transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived …

Persistent link: https://www.econbiz.de/10013256737

Drivers and consequences of business-reference-content (BRC): The role of narrative transportation in B2B communication

Jung, Chang Mo - In: Journal of Business Economics and Management (JBEM) 22 (2021) 5, pp. 1323-1341

Persistent link: https://www.econbiz.de/10015401403

The role of narrative transportation in web series as branded entertainment

Sulestarini, Yusarifah; Wulandari, Nuri; Nasution, Reza … - In: Journal of Asian finance, economics and business : JAFEB 7 (2020) 11, pp. 439-447

Persistent link: https://www.econbiz.de/10012671754