Narrative transportation and product involvement : how narrativity factors are used to enchance transportive experience in advertising for high vs. low involvement products

Master thesis English OPEN
Phusapan, Panida;
  • Subject: youtube | transportive experience | product involvement | marketing and brand management | narrativity factors | processing experience | online consumers | brand narrative | intensive processing | drama | emotion | uncritical processing | slice of life advertisement | brand storytelling | narrative transportation
    acm: ComputingMilieux_MISCELLANEOUS

This paper examines and presents how narrativity factors are used to enhance consumers‟ transportive experience when advertising for high and low involvement products. It specifically looks at processing experiences among Thai online consumers when viewing TV commercial... View more
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