Digitally Relevant Moderators of the Narrative Transportation Effect

Abstract

Purpose – 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 technological environment.

Design/methodology/approach – The paper contributes to the field by means of a meta-analysis of 64 articles featuring 138 narrative transportation effect sizes.

Findings – The research shows that the narrative transportation effect is stronger when the story (1) pertains to a commercial (vs. non-commercial) domain, (2) is user- (professional-) generated, and (3) is received by one story-receiver at a time.

Research and practical implications – The current study has implications for research and practice that are discussed and followed by directions for future research.

Originality/value – In the digital era, marketers increasingly use storytelling techniques to promote their brands, products, and services, and engage their customers. Extant research demonstrates that a story can enhance the narrative transportation effect, a type of customer engagement that has distinctive outcomes.

Keywords: Digital marketing, Meta-analysis, Narrative transportation, Social media, Story domain, Story-receiver, Storytelling, User-generated content

JEL Classification: M31