Advanced search
Publication Cover
International Journal of Advertising
The Review of Marketing Communications
Volume 39, 2020 - Issue 3
Submit an article Journal homepage
1,465
Views
11
CrossRef citations to date
0
Altmetric
Articles

Mini-film advertising and digital brand engagement: the moderating effects of drama and lecture

Malgorzata Karpinska-KrakowiakDepartment of International Marketing and Retailing, University of Lodz, Lodz, Poland; Correspondence[email protected]
View further author information
&
Martin EisendFaculty of Business Administration and Economics, European University Viadrina, Frankfurt (Oder), GermanyView further author information
Pages 387-409 | Received 16 Aug 2017, Accepted 13 Jun 2019, Published online: 08 Jul 2019

Citations (11)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (3)

Stefanie Kühn & Christo Boshoff. (2023) The role of plot in brand story construction: A neurophysiological perspective. Journal of Strategic Marketing 31:2, pages 471-497.
Read now
Matthias Glaser & Heribert Reisinger. (2022) Don’t Lose Your Product in Story Translation: How Product–Story Link in Narrative Advertisements Increases Persuasion. Journal of Advertising 51:2, pages 188-205.
Read now
Tung-Ju Wu, Ting Xu, Lydia Qianqian Li & Kuo-Shu Yuan. (2020) “Touching with heart, reasoning by truth!” The impact of brand cues on mini-film advertising effect. International Journal of Advertising 39:8, pages 1322-1350.
Read now

Articles from other publishers (8)

Aline Simonetti, Hossein Dini, Luis Emilio Bruni & Enrique Bigne. (2024) Conscious and non-conscious responses to branded narrative advertising: Investigating narrativity level and device type. BRQ Business Research Quarterly.
Crossref
Sajani Thapa, Francisco Guzmán & Audhesh Paswan. (2024) We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?. Journal of Business Research 172, pages 114425.
Crossref
Hediye AYDOĞAN. (2024) Anlatı Reklamlarının Mini-Dizi Hâli: Kristal Elma Ödüllü Reklamlar Üzerinden Bir İncelemeNarrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads. Alanya Akademik Bakış 8:1, pages 268-281.
Crossref
Jia-Xin Liu. (2023) The influence of narrative transportation on university students' environmental intentions: A serial mediation of empathy with nature and environmental Attitudes. Journal of Cleaner Production 431, pages 139763.
Crossref
Malgorzata (Mag) Karpinska-Krakowiak, Wojciech Trzebinski, Heejin Lim & Beata Marciniak. (2023) The dis-matching effect: How argumentation type and message design influence persuasion for emerging technology products. Journal of Business Research 168, pages 114207.
Crossref
Jing Liu, Yujie Wang & Liyan Chang. (2023) How do short videos influence users’ tourism intention? A study of key factors. Frontiers in Psychology 13.
Crossref
Serdar Yıldız & Necip Serdar Sever. (2021) Investigating the Effects of Narrative Advertising in a Real-Life Setting. International Journal of Market Research 64:4, pages 541-559.
Crossref
Xinyue Cao, Zhirui Qu, Yan Liu & JiaJing Hu. (2021) How the destination short video affects the customers' attitude: The role of narrative transportation. Journal of Retailing and Consumer Services 62, pages 102672.
Crossref

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Order Reprints Request Corporate Permissions

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

Request Academic Permissions

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.