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http://dx.doi.org/10.13106/jafeb.2020.vol7.no11.439

The Role of Narrative Transportation in Web Series as Branded Entertainment  

SULESTARINI, Yusarifah (Indonesia Banking School)
WULANDARI, Nuri (Indonesia Banking School)
NASUTION, Reza A. (SBM Institut Teknologi Bandung)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.11, 2020 , pp. 439-447 More about this Journal
Abstract
The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels, "branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.
Keywords
Advertising; Need for Fantasy; Narrative Transportation; Branded Entertainment; Web Series;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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