An investigation into the relationship between fiction and nonfiction reading exposure, and factors of critical thinking

Reading fiction has been associated with improved social and imaginative reasoning that could lead to improved critical thinking. This observational study investigated the relationship between fiction and nonfiction exposure, narrative transportation, and factors of critical thinking (critical thinking disposition, and epistemological orientation). Self-selecting participants (N = 335) completed an online survey including an author recognition test and self-report scales. Fiction scores were significantly associated with higher critical thinking disposition, while nonfiction had an inverse effect correlating with lower disposition. Fiction reading was associated with decreased absolutism, and nonfiction score conversely with higher absolutism. Total and nonfiction print exposure were associated with lower multiplism, with no significant association for fiction. Total and fiction print exposure were associated with higher evaluativism, with no significant association for nonfiction. Narrative transportation mediated some of these relationships. These findings provide a basis for further research into reading fiction and nonfiction, and critical thinking.

How narrative transportation in movies affects audiences’ positive word-of-mouth: The mediating role of emotion

On the basis of the cognitive–affective–behavioral model, this study investigated the effects of narrative transportation in movies on audience emotion and positive word-of-mouth (PWOM). To the best of the authors’ knowledge, this is the first study to explore the effects of the multidimensionality of narrative transportation on the multidimensionality of emotion. In this study, narrative transportation was divided into dimensions of empathy, immersion, and belief revision, and emotion was divided into pleasure and arousal. To explore the relationship between narrative transportation, emotions, and PWOM, the participants, comprising individuals with movie watching experience, completed a questionnaire on the movie that had left the deepest impression on them. The responses were analyzed through structural equation modeling. Empathy, immersion, and belief revision were significantly and positively associated with pleasure and arousal, which positively correlated with PWOM. The relationship between empathy or immersion and PWOM was partially mediated by pleasure and arousal, whereas pleasure and arousal fully mediated the association between belief revision and PWOM. Practical suggestions for filmmakers were derived from the present findings.

DRIVERS AND CONSEQUENCES OF BUSINESS-REFERENCE-CONTENT (BRC): THE ROLE OF NARRATIVE TRANSPORTATION IN B2B COMMUNICATION

COVID-19 is bringing changes in B2B sales and marketing strategies. Digital interaction with potential customers has become more critical. Business-reference content (BRC) is the most shared content, mainly using narrative format, available to potential customers through digital touchpoints. Reducing perceived purchasing risk has been recognized as the primary benefit of using BRC, but empirical research on this has been insufficient. Therefore, this research investigated the underlying mechanisms of BRC and related processes that lower risk perception based on narrative transportation theory. For empirical analysis, a serial-parallel mediating model was established in which BRC type (narrative versus non-narrative) influences purchase intention through the mediation of narrative transportation and perceived purchase risks – functional risk and financial risk. In this experimental study, an online survey was conducted in which 233 purchasing managers in Korean companies participated. The analysis confirmed that the BRC type had a significant effect on the level of receivers’ narrative transportation. In addition, serial-parallel mediating effects through narrative transportation (primary mediator) and perceived functional risk and perceived financial risk (secondary mediators) were all significant. This research provides meaningful implications in that it broadens the theoretical understanding of BRC by presenting the integrated BRC effect model. Also, it clarifies the importance of narrative BRC in B2B marketing practices.

No Story Without a Storyteller: The Impact of the Storyteller as a Narrative Element in Online Destination Marketing

Storytelling constitutes a promising tool in destination brand communication. Yet, although it also emerged as an important research field, studies on how individual story elements impact story persuasiveness are scant. This study investigates the impact of the storyteller as a narrative element (third person vs. first person) on tourist response. Findings show that first-person compared to third-person storytellers significantly increase engagement on social media, destination brand image, and tourist visit intentions. They further foster narrativity and social tone of text as well as tourist perceptions of narrative transportation and social presence. Processes of narrative transportation and social presence explain the effects of the storyteller on destination brand image and tourist visit intentions. Overall, the study expands our theoretical knowledge about organizational storytelling and supports destination managers in the design of effective destination brand stories.

Investigating the Effects of Narrative Advertising in a Real-Life Setting

This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.