The Role of Narrative Transportation in Web Series as Branded Entertainment

Sulestarini, Yusarifah and Wulandari, Nuri and Nasution, Reza Ashari (2020) The Role of Narrative Transportation in Web Series as Branded Entertainment. The Journal of Asian Finance, Economics, and Business, 7 (11). p. 439. ISSN Print ISSN: 2288-4637 / Online ISSN 2288-4645

Preview	Text The Role of Narrative Transportation in Web Series as Branded Entertainment.pdf - Published Version Download (419kB) | Preview
Preview	Text (Hasil Tes Turnitin Artikel The Role) Turnitin - Web Series .pdf Download (170kB) | Preview
Preview	Text (Bukti Penulis Koresponden) Correspondence JAFEB .pdf Download (149kB) | Preview
Preview	Text (Indeksasi Scopus Q3 JAFEB) Journal of Asian Finance, Economics and Business.pdf Download (583kB) | Preview
Preview	Text (Halaman Editorial Board JAFEB) Editorial Board THE JOURNAL OF ASIAN FINANCE, ECONOMICS AND BUSINESS _ Acoms-KPubS.pdf Download (166kB) | Preview
Preview	Text (Review 1&2 The Role Gabungan) Peer Review 1 & 2 The Role.pdf Download (691kB) | Preview

Abstract

The dynamics of communications powered by the Internet, specifically from the increased use of social media, has led marketers to find creative channels to engage with the customers. One of the recent channels," branded entertainment", is becoming familiar as an advertising strategy in which the content presented is a marketing tool for the advertising of certain brands. The current study examined the case of a branded-entertainment channel and the mechanism of the advertising instrument that leads to purchase intention. The specific purpose of this research is to investigate whether there is evidence of the role of narrative transportation and the fantasy proneness leading towards purchase of the brand advertised. To arrive at the conclusion, the study using web series sponsored by an artificial sweetener brand and employs a quantitative survey to question the audience. The findings contribute toward the understanding of how consumers respond to branded entertainment via video-sharing platforms. It is indicated that the stories presented in the web series can stimulate the audience to fantasize. Thus, the advertising message conveyed through narrative persuasion can form a favorable attitude toward the brand, which leads to intention to purchase. Practical elements are identified along with limitations and future research suggestions.

Item Type:	Article
Subjects:	Prodi S2 Magister Manajemen STIE Indonesia Banking School > Prodi S2 Magister Manajemen H Social Sciences > HE Transportation and Communications
Depositing User:	Mrs. Nuri Wulandari
Date Deposited:	16 Feb 2021 03:20
Last Modified:	17 Apr 2021 02:34
URI:	http://repository.ibs.ac.id/id/eprint/1910

Actions (login required)

View Item