City Research Online

Abstract

In the digital era, marketers increasingly use storytelling techniques to narratively transport and persuade their customers. This paper pursues three primary objectives: (1) to integrate three digitally relevant moderators of the narrative transportation effect into the marketing literature, (2) to empirically assess the integrated model with a quantitative meta-analysis of extant research, and (3) to provide directions for marketing managers to enhance the narrative transportation effect in an evolving te chnological environment. The paper contribute s to the field by means of a meta-analysis of 64 articles featuring 138 narrative transportation effect sizes . The research shows that the narrative transportation effect is stronger when the story falls in a commercial (vs. non- commercial) domain, is user ( vs. professional) generated , and is received by one story receiver at a time. The study concludes with implications for research and practice and directions for future research.

Publication Type:	Article
Additional Information:	© 2018 Elsevier. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Publisher Keywords:	Digital Marketing; Meta-Analysis; Narrative Transportation; Story Domain; Story-Receiver; User-Generated Content
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Departments:	Bayes Business School > Management
SWORD Depositor:	Symplectic Administrator

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