文章基本信息

标题：Online Video Narratives-Striking the Right Chords
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作者：Ms.Aditi Mudgal ; Dr.Amrendra Pandey ; Amarnath Bose 等
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2020
卷号：24
期号：1
页码：1-21
语种：English
出版社：The DreamCatchers Group, LLC
摘要：This article aims to study emotional response by viewers of on- line narrative advertisements. It compares the advertisement content and viewer’s emotional response to it. To this end, the authors have collected viewers’ comments on online narrative advertisements from Facebook, a prominent social network platform (SNP). Where upon, the comments were quantified using text analytics. National Council for Research (NRC) emotional lexicon were used for this purpose. Results show that, there is difference in intended and perceived emotions towards online narrative campaigns. From theoretical point of view, this work sheds light on transportation and gratification theories of consumer engagement in context of narrative advertisement. Results of the study are very promising in throwing light on the brand perception created via the narratives.
关键词：Narratives Advertising;Transportation Theory;Gratification Theory;Lexicon Analysis;Text Analytics.