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Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising

Data publikacji: 21.12.2022

Media Biznes Kultura, 2022, Numer 2 (13) 2022, s. 9 - 26

https://doi.org/10.4467/25442554.MBK.22.012.17098

Autorzy

,
Eunjin (Anna) Kim
Annenberg School for Communication and Journalism, University of Southern California, USA
https://orcid.org/0000-0003-4007-4461 Orcid
Wszystkie publikacje autora →
,
Sidharth Muralidharan
Meadows School of the Arts, Southern Methodist University, USA
https://orcid.org/0000-0003-0982-5298 Orcid
Wszystkie publikacje autora →
Heather Shoenberger
Donald P. Bellisario College of Communications, Penn State University, USA
https://orcid.org/0000-0001-6211-1361 Orcid
Wszystkie publikacje autora →

Tytuły

Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising

Abstrakt

A study with 40 real TV commercials and 421 non-student participants confirmed that advertising persuasiveness could be enhanced when narratives are more relevant to a viewer and produce more vivid details. Specifically, greater ad relevance and ad vividness produced more goal facilitation, emotional engagement, and likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Furthermore, the results supported a moderated mediation process, with ad message explicitness as an important moderator. We found that the positive effects of ad relevance and ad vividness were dampened when viewers perceived the ad message to be more explicit.

Keywords: narrative advertising, ad relevance, ad vividness, ad message explicitness, ad attitude.


Testowanie zakresu doświadczenia immersyjnego. Rola relewancji, wyrazistości i bezpośredniości przekazu w reklamach narracyjnych

Badania obejmujące 40 autentycznych reklam telewizyjnych i 421 uczestników niebędących studentami potwierdziły, że perswazyjny efekt reklam można zwiększyć, jeśli będą one bardziej adekwatne dla odbiorcy i zawierać będą bardziej wyraziste cechy immanentne. Przeprowadzone badania pokazują, że ulepszona relewancja reklam i ich udoskonalona wyrazistość dawały efekt większej zgodności celów, wzrostu zaangażowania emocjonalnego oraz wysokiego prawdopodobieństwa Eunjin (Anna) Kim, Sidharth Muralidharan, Heather Shoenberger 10 spadku sceptycyzmu odnośnie do danej reklamy, co skutkowało poprawieniem stosunku odbiorców do reklamy i marki. Co więcej, wyniki badań potwierdzają proces moderowanej mediacji, gdzie bezpośredniość wiadomości reklamowej jest ważnym czynnikiem moderującym. Ustaliliśmy, że pozytywne skutki relewancji i bezpośredniości reklamy były niwelowane, gdy odbiorcy postrzegali wiadomość reklamową jako bardziej bezpośrednią. Słowa kluczowe: reklama narracyjna, relewancja reklamy, wyrazistość reklamy, bezpośredniość wiadomości reklamowej, stosunek do reklam.

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Informacje

Informacje: Media Biznes Kultura, 2022, Numer 2 (13) 2022, s. 9 - 26

Typ artykułu: Oryginalny artykuł naukowy

Tytuły:

Polski:

Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising

Angielski:

Testing the Extent of the ‘Immersive’ Experience: The Role of Ad Relevance, Ad Vividness, and Ad Message Explicitness in Narrative Advertising

Autorzy

https://orcid.org/0000-0003-4007-4461

Eunjin (Anna) Kim
Annenberg School for Communication and Journalism, University of Southern California, USA
https://orcid.org/0000-0003-4007-4461 Orcid
Wszystkie publikacje autora →

Annenberg School for Communication and Journalism, University of Southern California, USA

https://orcid.org/0000-0003-0982-5298

Sidharth Muralidharan
Meadows School of the Arts, Southern Methodist University, USA
https://orcid.org/0000-0003-0982-5298 Orcid
Wszystkie publikacje autora →

Meadows School of the Arts, Southern Methodist University, USA

https://orcid.org/0000-0001-6211-1361

Heather Shoenberger
Donald P. Bellisario College of Communications, Penn State University, USA
https://orcid.org/0000-0001-6211-1361 Orcid
Wszystkie publikacje autora →

Donald P. Bellisario College of Communications, Penn State University, USA

Publikacja: 21.12.2022

Status artykułu: Otwarte __T_UNLOCK

Licencja: CC BY  ikona licencji

Udział procentowy autorów:

Eunjin (Anna) Kim (Autor) - 33.33%
Sidharth Muralidharan (Autor) - 33.33%
Heather Shoenberger (Autor) - 33.33%

Korekty artykułu:

-

Języki publikacji:

Angielski