Abstract
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. results demonstrated that narrative transportation is positively related to the outcome variables. 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. To cite this document: Tsai Chen and Hui-Chen Chang, The effect of narrative transportation in mini-film advertising on reducing counterarguing, International Journal of Electronic Commerce Studies, Vol.8, No.1, pp.25-46, 2017. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1476
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