Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement
PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argument...
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| Veröffentlicht in: | Journal of research in interactive marketing 2021-10, Vol.15 (4), p.607-622 |
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| creator | Coker, Kesha K Flight, Richard L Baima, Dominic M |
| description | PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.Originality/valueThis research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising. |
| doi_str_mv | 10.1108/JRIM-05-2020-0115 |
| format | Article |
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This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising.Originality/valueThis research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.</description><identifier>ISSN: 2040-7122</identifier><identifier>EISSN: 2040-7130</identifier><identifier>DOI: 10.1108/JRIM-05-2020-0115</identifier><language>eng</language><publisher>Bradford: Emerald Publishing Limited</publisher><subject>Advertising ; Consumers ; Digital storytelling ; Digital video ; Interactive marketing ; Online advertising ; Social networks ; Storytelling ; Transportation</subject><ispartof>Journal of research in interactive marketing, 2021-10, Vol.15 (4), p.607-622</ispartof><rights>Emerald Publishing Limited</rights><rights>Emerald Publishing Limited 2021</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c314t-4da545f0233583ceef9b98b06fd08c1ec4958c8f3b4cd30c265c59ae20ee1d5f3</citedby><cites>FETCH-LOGICAL-c314t-4da545f0233583ceef9b98b06fd08c1ec4958c8f3b4cd30c265c59ae20ee1d5f3</cites><orcidid>0000-0003-1711-6264 ; 0000-0003-3349-2518 ; 0000-0002-8054-4969</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><linktohtml>$$Uhttps://www.emerald.com/insight/content/doi/10.1108/JRIM-05-2020-0115/full/html$$EHTML$$P50$$Gemerald$$H</linktohtml><link.rule.ids>314,780,784,967,11635,21695,27924,27925,52689,53244</link.rule.ids></links><search><creatorcontrib>Coker, Kesha K</creatorcontrib><creatorcontrib>Flight, Richard L</creatorcontrib><creatorcontrib>Baima, Dominic M</creatorcontrib><title>Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement</title><title>Journal of research in interactive marketing</title><description>PurposeDigital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising.Design/methodology/approachThis study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising.FindingsDigital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. 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Flight, Richard L ; Baima, Dominic M</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c314t-4da545f0233583ceef9b98b06fd08c1ec4958c8f3b4cd30c265c59ae20ee1d5f3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2021</creationdate><topic>Advertising</topic><topic>Consumers</topic><topic>Digital storytelling</topic><topic>Digital video</topic><topic>Interactive marketing</topic><topic>Online advertising</topic><topic>Social networks</topic><topic>Storytelling</topic><topic>Transportation</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Coker, Kesha K</creatorcontrib><creatorcontrib>Flight, Richard L</creatorcontrib><creatorcontrib>Baima, Dominic M</creatorcontrib><collection>CrossRef</collection><collection>Global News & ABI/Inform Professional</collection><collection>Trade PRO</collection><collection>Materials Business File</collection><collection>ABI/INFORM Collection</collection><collection>ABI/INFORM Global (PDF only)</collection><collection>ProQuest Central (purchase pre-March 2016)</collection><collection>Technology Research Database</collection><collection>ProQuest Central UK/Ireland</collection><collection>ProQuest Central</collection><collection>Business Premium Collection</collection><collection>ProQuest One Community College</collection><collection>ProQuest Central Korea</collection><collection>ABI/INFORM Global (Corporate)</collection><collection>Materials Research Database</collection><collection>ProQuest Business Collection</collection><collection>ABI/INFORM Professional Advanced</collection><collection>ABI/INFORM Professional Standard</collection><collection>ABI/INFORM Global</collection><collection>ProQuest One Business</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><collection>ABI/INFORM Collection China</collection><collection>ProQuest Central Basic</collection><jtitle>Journal of research in interactive marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Coker, Kesha K</au><au>Flight, Richard L</au><au>Baima, Dominic M</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement</atitle><jtitle>Journal of research in interactive marketing</jtitle><date>2021-10-15</date><risdate>2021</risdate><volume>15</volume><issue>4</issue><spage>607</spage><epage>622</epage><pages>607-622</pages><issn>2040-7122</issn><eissn>2040-7130</eissn><abstract>PurposeDigital engagement with advertising remains challenging for marketers. 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Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth.Research limitations/implicationsFindings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement.Practical implicationsMarketers are advised to invest in more digital video storytelling than argumentative ads. 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| source | Emerald Journals; Standard: Emerald eJournal Premier Collection |
| subjects | Advertising Consumers Digital storytelling Digital video Interactive marketing Online advertising Social networks Storytelling Transportation |
| title | Video storytelling ads vs argumentative ads: how hooking viewers enhances consumer engagement |
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