Narrative Transportation Research Articles

Using Narrative Transportation Theory to Build Interventions that Reduce Perceived Stigma Among Women Living with HIV/AIDS.

Using Narrative Transportation Theory to Build Interventions that Reduce Perceived Stigma Among Women Living with HIV/AIDS.

Creative artificial intelligence and narrative transportation.

Creative artificial intelligence and narrative transportation.

Immersed in Art: The Impact of Affinity for Technology Interaction and Hedonic Motivation on Aesthetic Experiences in Virtual Reality

Viewing artworks through virtual reality (VR) offers a unique experience, yet understanding how individual traits and motivations affect this process requires further exploration. In this study, we empirically examined the factors influencing aesthetic experiences when viewing artworks in VR. We conducted two experiments using a between-subjects design with VR and 2D videos based on a virtual tour of the Sydney Opera House and an artistic interpretation of Vincent van Gogh's paintings as stimuli. Our moderated mediation analyses identified two pathways through which VR influences aesthetic experiences: a cognitive pathway and an affective pathway. The cognitive pathway reveals that VR enhances the sense of agency and immersion, enriching the aesthetic experience for individuals with a high affinity for technology. The affective pathway shows that VR increases narrative transportation and immersion, enhancing the aesthetic experience particularly for those with strong hedonic motivations.

Can AI tell good stories? Narrative transportation and persuasion with ChatGPT

Abstract Storytelling is a human universal. The ubiquity of stories and the rapid development in Artificial Intelligence (AI) pose important questions: can AI like ChatGPT tell engaging and persuasive stories? If so, what makes a narrative engaging and persuasive? Three pre-registered experiments comparing human-generated narratives from existing research and the ChatGPT-generated versions using descriptions and materials from these studies show that labeling AI as a narrative source led to lower transportation, higher counterarguing, and lower story-consistent beliefs. However, AI-generated narratives led to lower (Study 1 and 3) or similar levels (Study 2) of counterarguing than the human-generated version. Readers showed lower (Study 2) or similar levels of transportation (Study 1 and 3) when reading the AI- than the human-generated stories. We suggest the AI model’s linguistic competence and logical coherence contribute to its stories’ verisimilitude. However, AI’s lack of lived experience and creativity may limit its storytelling ability.

Yesterday once more: collective storytelling and public engagement with digital cultural products on the music streaming platform

Drawing on narrative transportation theory, we propose that when people consume a cultural product, they consume their emotions and memories through collective storytelling. Such emotions and memories are amplified by user comments on social media, enhancing the product’s influence and triggering audience engagement. We collected public data from NetEase Cloud Music—a major music streaming platform in mainland China—to investigate how the emotions and memories expressed in user comments influence the songs’ impact. Findings indicate that autobiographical narratives and negative emotions in user comments significantly boost a song’s influence. Moreover, user comments are particularly effective in promoting emerging artists with limited resources compared to their more established counterparts. This study advances the narrative transportation theory by emphasizing the role of active audiences and collective storytelling. Empirically, it extends the existing literature on the factors influencing cultural products on music streaming platforms in a non-Western context.

How individuals cope with anger- and sadness-induced narrative misinformation on social media: roles of transportation and correction

Abstract Purpose The spread of health conspiracies and misinformation online threatens public health as most Americans choose to acquire health information online. This study examines how discrete emotions like anger and sadness influence individuals’ responses to narrative-based health misinformation, proposing a theoretical model of narrative misinformation coping and exploring the mechanisms through which these emotions affect risk perception and misinformation coping. Design/methodology/approach Through a 2 (Misinformation type: narrative vs. non-narrative) × 2 (Issue: climate change vs. fentanyl overdose) × 2 (Correction: present vs. absent) online experiment (N = 401), our results underscore the importance of both risk coping and misinformation coping in individuals’ responses to emotional narrative misinformation, along with the role of narrative transportation in intensifying felt emotions and facilitating both types of coping. Findings Our results elucidate how individuals cope with anger- and sadness-induced narrative misinformation. Specifically, sadness decreases susceptibility to narrative misinformation’s negative effects, and anger prompts intuitive actions. Narrative transportation deepened felt emotions and both coping processes, and corrections reduced the perceived truthfulness of misinformation. Practical implications Our findings offer practical strategies for mitigating misinformation by disrupting narrative transportation, particularly for anger-induced stories. Social implications Our findings can contribute to the development of targeted policies aimed at mitigating online misinformation dissemination and provide a roadmap to executing effective correction measures. Originality/value This study proposes and tests a theoretical model of people’s responses to narrative misinformation addressing both misinformation coping and risk coping through cognitive and behavioral routes. The model also explains how transportation, along with different appraisal tendencies, can intensify both coping processes.

The green Fintech paradox: understanding the dynamics of green brand positioning and user decision-making in the digital financial landscape

Purpose The ever-evolving landscape of financial technology (Fintech) has revolutionised payment methods and raised questions about what drives user behaviour in adopting these innovative solutions. This study, using narrative transportation theory as an underpinning theory, aims to investigate into the dynamics of green user behaviour in adopting Fintech payments. Design/methodology/approach This study used a deductive approach, and with data obtained from 635 respondents through the purposive sampling technique, partial least squares structural equation modelling was employed to yield significant insights. Findings The study found a positive association between green brand positioning and product differentiation. However, it unexpectedly didn't impact user attitudes towards Fintech payments. Green brand image and perceived performance positively influenced product differentiation. Perceived product differentiation fully mediated the association between green brand positioning and user attitudes. The study introduced fear of missing out's (FOMO) moderating role, enriching eco-conscious marketing insights and user behaviour understanding. Research limitations/implications This study reveals crucial implications for marketers, policymakers and user experience (UX) designers operating within the Fintech industry. It emphasises green brand positioning's impact on product differentiation, user attitudes and its mediating role. It advocates for sustainability integration, innovation, strategic messaging and user-centric improvements to optimise user perceptions and competitiveness in the evolving Fintech landscape. The study's cross-sectional design may limit the ability to establish causal relationships over time and overlook temporal changes in green Fintech adoption dynamics; thus, longitudinal studies are warranted to better understand the evolving nature of user attitudes and behaviours towards green Fintech payments. Originality/value This study adds novelty to the existing body of literature by introducing the dimension of innovation appeal to green brand positioning and employing narrative transportation theory in the Fintech realm. The findings also add novelty by highlighting the moderating impact of fear of missing out in predicting the association between green brand positioning and product differentiation in the realm of green Fintech and green use behaviour.

Vividness, narrative transportation, and sense of presence in destination marketing: empirical evidence from augmented reality tourism

ABSTRACT The rise of augmented reality (AR) technology offers potential opportunities for the tourism industry and academia. Drawing upon narrative transportation and presence theory, this paper investigates the relationship between vividness, narrative transportation, sense of presence, and visiting other AR destination. The empirical findings indicate that vividness enhances narrative transportation and sense of presence in the AR-presented heritage tourism. In addition, narrative transportation nurtures sense of presence and triggers intention to visit other AR destinations. This paper contributes to narrative transportation theory and presence theory in an AR tourism marketing context and provides managerial insights for incorporating AR into effective destination marketing.

Environmental communication in wildlife tourism: narrative framing and emotion effect on the willingness to pay for a destination

Finding an appropriate environmental communication format to enhance tourists’ willingness to pay (WTP) for wildlife tourism destinations is a cost-effective and accessible method to mitigate human–wildlife conflict. However, there is limited research on this topic. This study addresses the critical issue of effectively communicating environmental values to tourists. By incorporating framing effect theory, narrative transportation theory, and affect theory, it investigates the impact of text and image communication messages on tourists’ WTP for wildlife tourism destinations in China, which is an emerging but under-explored market. The study used a 2 (narrative text vs. non-narrative text) × 3 (no image vs. positive image vs. negative image) between-subjects factorial experimental design with Chinese tourists for the Northeast China Tiger and Leopard National Park. The results revealed that narrative texts and negative images have a significant positive influence on WTP, while the moderating effect of negative images is significant and negative, and empathy with nature mediates these effects. This study is the first to reveal the impact of affect framing on tourists’ WTP for wildlife tourism destinations from the perspective of environmental communication.

Alone or Mixed? The Effect of Digital Human Narrative Scenarios on Chinese Consumer Eco-Product Purchase Intention

Digital human narrative transportation has proven to be an effective green brand marketing strategy. However, there is still a lack of in-depth research on the relationship between the role of different digital human narrative scenarios in consumer perceptions and behaviors. This research examined the impact of digital human narrative scenarios on eco-product purchase intention through four studies. Study 1 found that anime-like (vs. human-like) digital human narratives led to more positive emotional arousal and higher eco-product purchase intention through the use of encephalography (EEG) experiments. Studies 2–4 examined the effect of digital human narrative scenarios on eco-product purchase intentions and explored the mediating role of narrative presence and the moderating role of narrative type. The results showed that mixed (vs. single) narratives lead to more positive consumer purchase intentions. In addition, sharing-oriented (vs. persuasion-oriented) narratives also led to a more positive perception of narrative presence. These findings provide insights for marketers using digital human narratives to promote eco-product consumption.

Depiction of Oppression of the LGBTQ+ Community in the Dialogues of the Youtube Film Series “Sakristan”

“Sakristan” is a 20-minute film series with eight episodes directed by Darryl Yap; it shows that love goes beyond religion and gender. The research analyzed if there are sources of inaccurate portrayals that may have harmful repercussions such as hatred, oppression, and stereotypes toward the LGBTQ+ community. The study employed a qualitative content analysis method wherein the researchers observed the film’s mise-en-scene in relation to its dialogues to better understand how ‘Sakristan” portrayed the LGBTQ+ community. By utilizing Burke’s (1945) Pentadic Analysis, Green and Brock’s (2000, as cited in Green et al., 2004) Narrative Transportation Theory, and Queer Theory, results show that there is a pervasive presence of stereotyping and mockery as prominent ideologies within the series, the portrayal of oppression through the mise-en-scene of Sakristan (2020) varied across different scenes, and negative implications constructed various forms of oppression that were evident in the whole series which were powerlessness, exploitation, violence, and marginalization. Within the context of globalization and expanding reach of media, cinematic productions possess the capacity to transcend geographic and cultural limitations, diffusing LGBTQ+ identities to a global audience. Furthermore, this serves as a reference to develop a deeper understanding toward the community and how society can promote inclusivity worldwide. This also allows the media to know their potential to exert influence on international perceptions and attitudes toward queer individuals.

Once upon a game: boosting brand storytelling through gamification

PurposeThe purpose of this study is to explore the impact of gamifying brand storytelling on user immersion in the brand narrative, a concept referred to as “narrative transportation”. The aim is to comprehend how transportation influences users’ experience and their responses to the brand, with particular focus on brand attitude and WOM. The study also explores the role of interactivity in brand storytelling and its effects on transportation and user engagement.Design/methodology/approachFour experiments were conducted to sequentially test the proposed hypotheses. Each experiment involves ad hoc gamified brand stories for different product categories (wine, museum, glasses and frozen fruit).FindingsFindings indicate that including gamification elements in brand stories heightens narrative transportation and enhances the information obtained by users as well as their entertainment. Users thus respond more positively to the brand in terms of attitude and WOM. The study also reveals that high levels of interactivity in the game may actually decrease narrative transportation in the story, although this is offset by the perception of greater entertainment.Originality/valueThis research contributes to current understanding of brand storytelling and its impact on branding. It highlights the importance of offering users a gamified experience that can provide them with information about the brand whilst also offering them entertainment. The results also hold implications for gamification literature by emphasizing the need to ensure a balance between game and story vis-à-vis enhancing the impact of gamified storytelling on brand response.

Impact of product vs brand storytelling on online customer experience

PurposeIn this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.Design/methodology/approachIn the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.FindingsIt is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.Originality/valueThis research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

Developing content for a virtual reality scenario that motivates quit attempts in adult smokers: A focus group study with art-based methods.

Virtual reality (VR) could be used to deliver messages to smokers that encourages them to attempt quitting. For a VR smoking cessation intervention to be effective, the target population must find the content engaging, relevant, inoffensive, and compelling. Informed by health behaviour theory and narrative transportation theory, this study used focus groups combined with art-based methods (participant sketches) to inform the development of VR content that will appropriately address smokers' beliefs about quitting smoking. Data were analysed using reflexive thematic analysis. Four in-person focus groups (N = 21) were held between July and August 2023. Just under half the sample were from an ethnic minority (42.8%) and women (42.9%), and the mean age was 33.6 years (standard deviation = 15.9). More than half the sample had a low motivation to quit (61.0%). We developed six themes concerning: the VR content suggested by participants, the rationale behind it, its technological execution and potential widescale implementation. Many participants downplayed the health consequences of smoking, prioritising the immediate rewards of smoking over quitting's long-term benefits. Therefore, participants suggested content set in the future, showing the benefits of cessation or the negative consequences of continued smoking. Family members were recommended as supporting VR characters to increase the contents' emotional salience. Participants also suggested graphic content that would trigger anxiety about smoking, suggesting that fear appeals were welcome. Participants wanted a truly novel intervention- not a leaflet about smoking statistics presented through VR. Participants suggested healthcare locations (e.g., doctors' offices) for implementation, as home ownership of VR headsets is low. Also, this would make the VR appear more legitimate as a health intervention (rather than casual entertainment) and could complement in-person advice. Future research will refine the participant-generated ideas with experts in VR design and smoking cessation.

Influence of Character Development Techniques on Reader Engagement in Kenya

Purpose: The aim of the study was to assess the influence of character development techniques on reader engagement in Kenya. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Well-developed characters tend to evoke stronger emotional responses from readers, fostering a deeper connection to the narrative. This emotional resonance can lead to increased empathy and investment in the characters' journeys. Secondly, techniques such as character arcs, internal conflicts, and growth over the course of the story contribute to a sense of realism and complexity, enhancing reader immersion. Additionally, relatable and multi-dimensional characters are more likely to captivate readers, as they can see aspects of themselves reflected in the characters' struggles and triumphs. Furthermore, the effectiveness of character development techniques varies depending on genre and target audience, highlighting the importance of tailoring strategies to fit the specific demands of the narrative. Overall, skillful implementation of character development techniques plays a crucial role in engaging readers and enhancing their overall reading experience. Implications to Theory, Practice and Policy: Social cognitive theory, schema theory and narrative transportation theory may be used to anchor future studies on assessing the influence of character development techniques on reader engagement in Kenya. Authors and storytellers can benefit from the findings of empirical studies by strategically employing character development techniques to enhance reader engagement in their narratives. While the influence of character development techniques on reader engagement primarily resides within the realm of creative expression, policymakers and educators can play a role in promoting literacy and fostering a culture of reading.

Narrative transportation: A systematic literature review and future research agenda

AbstractConsumers are inundated with opportunities to become engaged with marketing‐generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of narrative transportation. From our analysis of 95 peer‐reviewed articles, we identify relevant theoretical foundations and concepts (antecedents, outcomes, and moderators) employed in these articles. Using these results as our foundation, we detail how narrative transportation has evolved in terms of both the presentation of the story and the antecedents that affect narrative transportation. Further, we present a conceptual model that will represent the next iteration of the narrative transportation framework and suggest avenues for future research. In doing so, we enable researchers to continue the exploration of the narrative transportation construct.

Creating Guest Experience Value: An Empirical Analysis of Journey, Motif, and Story Themes

ABSTRACT Using mixed-methods, we examined the impact of theme type and coherence on visitors’ awareness of theme and experience value during and after visits to various hospitality and attraction venues. Fourteen informants and three researchers completed 172 visits. Team members experienced the offerings at each venue and reported their impressions of theme type, theme coherence, service performance, percent of time aware of theme, overall enjoyment, and proclivity to recommend. Narrative transportation theory informed our hypotheses: (a) theme coherence varies by theme type and the percent of time aware of theme increases with coherence of theme, and (b) experience value during- and after-use increase with the percent of time aware of theme and service performance. Results supported all hypotheses except one. Qualitative analysis revealed impacts of themes.

Effect of short video storytelling on festival attractiveness: the moderating role of temporal orientation and novelty

ABSTRACT Short video storytelling has become an important channel for destination marketing. However, how to take advantage of short video storytelling to enhance festival attractiveness is unclear. Based on narrative transportation theory, this study analysed 494 questionnaires through the hybrid exploration method of structural equation model (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), to deeply explore the mechanism and conditional configuration of short video storytelling affecting festival attractiveness. The findings reveal that the effect of short video storytelling on festival attractiveness is significant, and partly mediated by narrative transportation. Moreover, compared with future-oriented people, present-oriented people are more likely to immerse themselves in short video storytelling and be attracted by festivals. Additionally, novelty, a core condition for high festival attractiveness, significantly strengthens the effects of storytelling and narrative transportation on attractiveness. Overall, this study expands the theoretical knowledge of short video storytelling in festival marketing and supports destination managers to formulate effective short video marketing strategies for destination festivals.

Crafting emotional engagement and immersive experiences: Comprehensive scale development for and validation of hospitality marketing storytelling involvement

AbstractThis study develops and validates a scale for gauging consumer involvement in storytelling (to create memorable and emotionally resonant experiences) in hospitality marketing through four phases: qualitative inquiry, construct definition, item refinement, and nomological validation. Validation involves 24 in‐depth video interviews and consecutive online surveys. The hospitality marketing storytelling involvement scale, with four dimensions—contextual cues, emotional engagement, mental cognition, and immersive experience—comprising 14 items, precisely measures consumer involvement. The scale integrates narrative transportation theory and the elaboration likelihood model to enhance understanding of consumer engagement with fundamental human cognitive and emotional processes. The validated scale offers a valuable tool for marketers to precisely assess consumer involvement and strategically leverage storytelling to evoke emotions, foster brand loyalty, and judge campaign effectiveness. In diverse marketing contexts that elicit emotions, resonate with individuals, and foster immersive experiences, the scale demonstrates remarkable adaptability. Ultimately, it can help marketers craft compelling narratives, enhance brand perception, and strengthen consumer relationships, thereby contributing to emotional connections, optimizing strategies, and enhancing consumer engagement effectiveness.

The Impact of Narrative Perspectives and Emotional Characteristics on User Participation in Short Video Advertisements: The Regulatory Role of Product Types

Short video advertising is an important channel for businesses to promote and sell their products. Therefore, studying user engagement in short video advertising is of great significance in helping video authors and brand companies improve advertising effectiveness and reduce advertising costs. This article uses theoretical methods such as narrative transportation theory, SPSS statistical analysis, Python sentiment analysis, etc. to study the impact of narrative perspective and emotional characteristics on user engagement, as well as the moderating effect of product types.