The DOI matches its Crossref record; 14 of the 14 references it cites were found in a registry or an index.
Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect
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.
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Schleider, J. L., Dobias, M. L., Sung, J. Y., & Mullarkey, M. C. (2020) · Journal of Clinical Child & Adolescent Psychology · doi:10.1080/15374416.2019.1683852 · Cited by 335
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Farivar, S., & Wang, F. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103026 · Cited by 251
Chatbot ads with a human touch: A test of anthropomorphism, interactivity, and narrativity
Sun, Y., Chen, J., & Sundar, S. S. (2024) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114403 · Cited by 115
The dynamic effects of visual complexity and scene cuts on viewer attention
Wals, S., Grewal, D., Wilms, I., Hilken, T., Briassouli, A., & Wetzels, M. (2026) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-025-01137-x · Cited by 2
Metadata
- Authors
- van Laer, T., Feiereisen, S., & Visconti, L. M.
- Venue
- Journal of Business Research
- Publisher
- Elsevier BV
- Published
- 2019-03
- Volume
- 96
- Pages
- 135-146
- ISSN
- 0148-2963 (ISSN-L)
- OpenAlex
- W2900698116
- Cited by
- 282
- References
- 14
- FWCI
- 197.60
- Type
- journal article
- Language
- en
- Open access
- closed
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- van Laer, T., Feiereisen, S., & Visconti, L. M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.10.053
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
