Storytelling in the Digital Era: A Meta-Analysis of Relevant Moderators of the Narrative Transportation Effect

40 Pages Posted: 21 Apr 2018 Last revised: 7 Mar 2019

See all articles by Tom van Laer

Tom van Laer

The University of Sydney

Stephanie Feiereisen

City University London - Sir John Cass Business School

Luca M. Visconti

ESCP Europe; USI Università della Svizzera italiana

Date Written: 2019

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 technological environment. The paper contributes 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.

Keywords: Digital marketing; Meta-analysis; Narrative transportation; Story domain; Story-receiver; User-generated content

JEL Classification: M31

Suggested Citation

van Laer, Tom and Feiereisen, Stephanie and Visconti, Luca M. and Visconti, Luca M., Storytelling in the Digital Era: A Meta-Analysis of Relevant Moderators of the Narrative Transportation Effect (2019). Journal of Business Research, 96(1), 135-146, Available at SSRN: https://ssrn.com/abstract=3156933 or http://dx.doi.org/10.2139/ssrn.3156933

Tom Van Laer (Contact Author)

The University of Sydney ( email )

University of Sydney
Sydney, NSW 2006
Australia

Stephanie Feiereisen

City University London - Sir John Cass Business School ( email )

106 Bunhill Row
London, EC1Y 8TZ
United Kingdom

Luca M. Visconti

ESCP Europe ( email )

79 Avenue de la Republique
Paris, 75011
France

USI Università della Svizzera italiana ( email )

Via Buffi, 13
Lugano, TN 6900
Switzerland

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