Underpinned by brand placement literature, associative network theory, and narrative
transportation theory, this research examines how meme marketing types (brand prominent …

Consumers are inundated with opportunities to become engaged with marketing‐generated
stories, from watching an influencer detail her adventures abroad or a commercial about a …

Marketers today are increasingly using storytelling to engage their audiences. However, the
design of narrative visuals is often inspired by a text-centric understanding of narratives …

Narration has emerged as a potent tool for vloggers and brands on social media platforms.
Despite its widespread use, there remains a scant understanding of how narrative elements …

Narrative advertising enhances advertisement (ad) and brand evaluations from consumers.
However, how the narrativity level of the ad impacts these evaluations is less clear. This …

In the landscape of strategic branding, storytelling has persisted as a dominant approach
since its emergence in the 1940s. Remarkably, even in the year 2024, brands continue to …

W artykule przedstawiono wiedzę z zakresu budowy treści przekazu reklamowego i
percepcji zastosowanych treści ze szczególnym uwzględnieniem ograniczeń racjonalności …

Bu çalışma, anlatı reklamı türü olan mini-dizi reklamların anlatı unsurlarını ve yaratıcı reklam
stratejilerini ortaya çıkarmayı amaçlamaktadır. Bu doğrultuda, Kristal Elma Yarışması'nda …

The purpose of this study is to examine the impact of transportability on Purchase Intention
intention related to Life Insurance industry. Data analyses is based on responses from 400 …

This thesis explores the long-term retention of elements in storytelling advertising, focusing
on how various narrative components—such as characters, plot, settings, brand messages …