The persuasive effectiveness of mini‐films: Narrative transportation and fantasy proneness

Tsai Chen

63 citations0/0 files storedJournal of Consumer Behaviour

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Media Influence and Health Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Abstract Little empirical investigation has been made on mini‐films, an innovative online marketing technique of branded entertainment. This study intends to gain a deeper understanding of the advertising effectiveness of mini‐films. Employing a narrative persuasion research approach, an online survey with hyperlinks to a variety of real mini‐films was conducted to test the aggregate persuasive effectiveness of this marketing innovation. The results demonstrated that narrative transportation has a major influence on the attitude toward the mini‐film; the mini‐film attitude fully mediates the effect of narrative transportation to brand attitude, and subsequently to purchase intention. Furthermore, conceptualized as a normal consumer characteristic, the influence of fantasy proneness on the persuasive mechanism of this online advertising genre has also been under study. Empirical evidence showed that fantasy proneness has a positive influence on narrative transportation. This study has made a contribution to academics and practitioners alike for future research into branded entertainment. Copyright © 2014 John Wiley & Sons, Ltd.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1986Communication and Persuasion 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 2000The role of transportation in the persuasiveness of public narratives.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement

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