Digitally Relevant Moderators of the Narrative Transportation Effect
In: Journal of Business Research, Forthcoming
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In: Journal of Business Research, Forthcoming
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Working paper
SSRN
Working paper
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 48, Heft 4, S. 651-681
ISSN: 1537-5277
AbstractIn an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recordings followed by member-check interviews and online forum analyses, identifies two key forces that guide narrative navigation: how consumers manage a text's gravitational pull and its permeability to transmedia content. We find that consumers shape their own trajectories by adopting and/or moving between nine documented narrative positions. This more nuanced understanding of narrative consumption in a transmedia environment offers new insights for the study of narrative brand spaces and brand storytelling.