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.

Introduction

Narrative ads convey brand or product messages via stories rather than arguments (Chang, 2012; Escalas, 1998). Accordingly, researchers (Escalas, 2007; Polyorat et al., 2007; Stubb, 2018; Wentzel et al., 2010) have investigated the effects...