The Key to 360-Degree Video Advertising: An Examination of the Degree of Narrative Structure

REFERENCES

• Adaval, Rashmi, and Robert S. Wyer, Jr. (1998), “The Role of Narratives in Consumer Information Processing,” Journal of Consumer Psychology, 7 (3), 207–45.
   Google Scholar
• Alden, Dana L., Jan-Benedict E.M. Steenkamp, and Rajeev Batra (2006), “Consumer Attitudes toward Marketplace Globalization: Structure, Antecedents, and Consequences,” International Journal of Research in Marketing, 23 (3), 227–39.
   Web of Science ®Google Scholar
• Ang, Swee Hoon, Siew Meng Leong, Yih Hwai Lee, and Seng Lee Low (2014), “Necessary But Not Sufficient: Beyond Novelty in Advertising Creativity,” Journal of Marketing Communications, 20 (3), 214–30.
   Google Scholar
• Ang, Swee Hoon, and Sharon Y. M. Low (2000), “Exploring the Dimensions of Ad Creativity,” Psychology and Marketing, 17 (10), 835–54.
   Web of Science ®Google Scholar
• Barfield, Woodrow, and Claudia Hendrix (1995), “The Effect of Update Rate on the Sense of Presence within Virtual Environments,” Virtual Reality: The Journal of the Virtual Reality Society, 1 (1), 3–16.
   Google Scholar
• Berlyne, Daniel (1971), Aesthetics and Psychobiology, vol. 336, New York: Appleton-Century-Crofts.
   Google Scholar
• Boller, Gregory W., and Jerry C. Olson (1991), “Experiencing Ad Meaning: Crucial Aspects of Narrative/Drama Processing,” in Advances in Consumer Research, vol. 18, Rebecca H. Holman and Michael R. Solomon, eds., Provo, UT: Association for Consumer Research, 164–71.
   Google Scholar
• Bystrom, Karl-Erik, Woodrow Barfield, and Claudia Hendrix (1999), “A Conceptual Model of The Sense of Presence in Virtual Environments,” Presence: Teleoperators and Virtual Environments, 8 (2), 241–44.
   Web of Science ®Google Scholar
• Chang, Chingching (2009), “‘Being Hooked’ by Editorial Content: The Implications for Processing Narrative Advertising,” Journal of Advertising, 38 (1), 21–33.
   Web of Science ®Google Scholar
• Chang, Chingching (2012), “Narrative Ads and Narrative Processing,” in Advertising Theory, E. Thorson and S. Rodgers, eds., New York: Routledge, 241–54.
   Google Scholar
• Cohen, David (2015), “Facebook Debuts 360-Degree Videos,” Adweek, September 23, http://www.adweek.com/digital/360-degree-videos/.
   Google Scholar
• Delgadillo, Yvonne, and Jennifer Edson Escalas (2004), “Narrative Word-of-Mouth Communication: Exploring Memory and Attitude Effects of Consumer Storytelling,” in Advances in Consumer Research, vol. 31, Barbara E. Kahn and Mary Frances Luce, eds., Valdosta, GA: Association for Consumer Research, 186–92.
   Google Scholar
• Escalas, Jennifer Edson (1998), “Advertising Narratives: What Are They and How Do They Work?,” in Representing Consumers: Voices, Views, and Visions, Barbara B. Stern, ed., New York, NY: Routledge and Kegan Paul, 267–89.
   Google Scholar
• Escalas, Jennifer Edson (2004), “Narrative Processing: Building Connections between Brands and the Self,” Journal of Consumer Psychology, 14 (1–2), 169–80.
   Web of Science ®Google Scholar
• Escalas, Jennifer Edson, Marian Chapman Moore, and Julie Edell Britton (2004). “Fishing for Feelings? Hooking Viewers Helps!,” Journal of Consumer Psychology, 14 (1–2), 105–14.
   Web of Science ®Google Scholar
• Forer, Laura (2018,), “360 Degrees of Success: 360 Video vs. Regular Video [Infographic],” MarketingProfs, February 23, https://www.marketingprofs.com/chirp/2018/33631/360-degrees-of-success-360-video-vs-regular-video-infographic.
   Google Scholar
• Geuens, Maggie, and Patrick De Pelsmacker (2017), “Planning and Conducting Experimental Advertising Research and Questionnaire Design,” Journal of Advertising, 46 (1), 83–100.
   Web of Science ®Google Scholar
• Green, Melanie C., and Timothy C. Brock (2000), “The Role of Transportation in The Persuasiveness of Public Narratives,” Journal of Personality and Social Psychology, 79 (5), 701–21.
   PubMed Web of Science ®Google Scholar
• Grigorovici, Dan M., and Corina D. Constantin (2004), “Experiencing Interactive Advertising beyond Rich Media,” Journal of Interactive Advertising, 5 (1), 22–36.
   Google Scholar
• Habig, Jim (2016), “Is 360 Video Worth It?,” Think with Google, https://www.thinkwithgoogle.com/advertising-channels/video/360-video-advertising/.
   Google Scholar
• Hayes, Andrew F. (2012), “PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling” [White Paper], Ohio State University, http://imaging.mrc-cbu.cam.ac.uk/statswiki/FAQ/SobelTest?action=AttachFile&do=get&target=process.pdf.
   Google Scholar
• Hecht, David, Miriam Reiner, and Gad Halevy (2006), “Multimodal Virtual Environments: Response Times, Attention, and Presence,” Presence: Teleoperators and Virtual Environments, 15 (5), 515–23.
   Web of Science ®Google Scholar
• Herrewijn, Laura, and Karolien Poels (2013), “Putting Brands into Play: How Game Difficulty and Player Experiences Influence the Effectiveness of In-Game Advertising,” International Journal of Advertising, 32 (1), 17–44.
   Web of Science ®Google Scholar
• Huang, Nancy (2017), “How Hotels Are Exploring the Huge Potential of 360-Degree VR Video,” Travel Tripper, March 28, http://www.traveltripper.com/blog/how-hotels-are-exploring-the-huge-potential-of-360-degree-vr-video/.
   Google Scholar
• Interactive Advertising Bureau (2016, September), “Is Virtual the New Reality? A Market Snapshot of VR Publishing and Monetization.” http://www.iab.com/wp-content/uploads/2016/09/IAB_VR_Report-Sep-2016.pdf.
   Google Scholar
• IPG Media Lab (2018), “360° Video Ads Drive Higher Purchase Intent Compared with Traditional Video Ads,” Business Wire, March 13, https://www.businesswire.com/news/home/20180313005884/en.
   Google Scholar
• Johnson, Lauren (2016), “YouTube Takes on Facebook with 360-Degree Livestreaming for Brands and Creators,” Adweek, April 18, http://www.adweek.com/digital/youtube-takes-facebook-360-degree-livesteaming-brands-and-creators-170893/.
   Google Scholar
• Kees, Jeremy, Christopher Berry, Scot Burton, and Kim Sheehan (2017), “An Analysis of Data Quality: Professional Panels, Student Subject Pools, and Amazon’s Mechanical Turk,” Journal of Advertising, 46 (1), 141–55.
   Web of Science ®Google Scholar
• Kiili, Kristian (2005), “Digital Game-Based Learning: Towards an Experiential Gaming Model,” The Internet and Higher Education, 8 (1), 13–24.
   Google Scholar
• Kim, Eunjin, S. Ratneshwar, and Esther Thorson (2017), “Why Narrative Ads Work: An Integrated Process Explanation,” Journal of Advertising, 46 (2), 283–96.
   Web of Science ®Google Scholar
• Lang, Annie (2006), “Using the Limited Capacity Model of Motivated Mediated Message Processing to Design Effective Cancer Communication Messages,” Journal of Communication, 56 (Suppl. 1), s57–s80.
   Web of Science ®Google Scholar
• Lang, Annie, Satoko Kurita, Ya Gao, and Bridget Rubenking (2013), “Measuring Television Message Complexity As Available Processing Resources: Dimensions of Information and Cognitive Load,” Media Psychology, 16 (2), 129–53.
   Web of Science ®Google Scholar
• Lee, Yih Hwai (2000), “Manipulating Ad Message Involvement through Information Expectancy: Effects on Attitude Evaluation and Confidence,” Journal of Advertising, 29 (2), 29–43.
   Web of Science ®Google Scholar
• Lehnert, Kevin, Brian D. Till, and José Miguel Ospina (2014), “Advertising Creativity: The Role of Divergence versus Meaningfulness,” Journal of Advertising, 43 (3), 274–85.
   Web of Science ®Google Scholar
• Lessiter, Jane, Jonathan Freeman, Edmund Keogh, and Jules Davidoff (2001), “A Cross-Media Presence Questionnaire: The ITC-Sense of Presence Inventory,” Presence: Teleoperators and Virtual Environments, 10 (3), 282–97.
   Web of Science ®Google Scholar
• Lombard, Matthew, and Jennifer Snyder-Duch (2001), “Interactive Advertising and Presence,” Journal of Interactive Advertising, 1 (2), 56–65.
   Google Scholar
• Magnifyre (2018), “360-Degree Video Case Study,” http://magnifyre.com/360-degree-video-case-study/.
   Google Scholar
• Myrow, Rachael (2016), “Stanford’s Virtual Reality Lab Cultivates Empathy for the Homeless,” June 27, https://ww2.kqed.org/arts/2016/06/27/stanfords-virtual-reality-lab-cultivates-empathy-for-the-homeless/.
   Google Scholar
• Nisbett, Richard E. (2003), The Geography of Thought: How Asians and Westerners Think, New York: The Free Press.
   Google Scholar
• Nisbett, Richard E, Kaiping Peng, Incheol Choi, and Ara Norenzayan (2001), “Culture and Systems of Thought: Holistic versus Analytic Cognition,” Psychological Review, 108 (2), 291–310.
   PubMed Web of Science ®Google Scholar
• Padgett, Dan, and Douglas Allen (1997), “Communicating Experiences: A Narrative Approach to Creating Service Brand Images,” Journal of Advertising, 26 (4), 49–62.
   Web of Science ®Google Scholar
• Schank, Roger C. (1990), Tell Me a Story: Narrative and Intelligence, Evanston, IL: Northwestern University Press.
   Google Scholar
• Schank, Roger C, and Tamara R. Berman (2002), “The Perceived Role of Stories in Knowledge and Action,” in Narrative Impact: Social and Cognitive Foundations, Melanie C. Green, Jeffery J. Strange, and Timothy C. Brock, eds., Mahwah, NJ: Erlbaum, 287–313.
   Google Scholar
• Schlosser, Ann E. (2003), “Experiencing Products in the Virtual World: The Role of Goal and Imagery in Influencing Attitudes versus Purchase Intentions,” Journal of Consumer Research, 30 (2), 184–98.
   Web of Science ®Google Scholar
• Sheinin, Daniel A., Sajeev Varki, and Christy Ashley (2011), “The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments,” Journal of Advertising, 40 (3), 5–17.
   Web of Science ®Google Scholar
• SHOOT (2016), “Legacy Brand Lipton Takes Tea Drinkers on Innovative 360 Experience inside a Cup of Tea,” December 7, https://www.shootonline.com/spw/legacy-brand-lipton-takes-tea-drinkers-innovative-360-experience-inside-cup-tea.
   Google Scholar
• Smith, Robert E., Jiemiao Chen, and Xiaojing Yang (2008), “The Impact of Advertising Creativity on the Hierarchy of Effects,” Journal of Advertising, 37 (4), 47–62.
   Web of Science ®Google Scholar
• Smith, Robert E., and Xiaojing Yang (2004), “Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence,” Marketing Theory, 4 (1–2), 31–58.
   Google Scholar
• Taylor, Shelley E., and Sherry K. Schneider (1989), “Coping and the Simulation of Events,” Social Cognition, 7 (2), 174–94.
   Web of Science ®Google Scholar
• Valvano, Greg (2018), “Video Marketing Trends for 2018,” Crafted NY, February 5, https://www.craftedny.com/video-marketing-trends-for-2018/.
   Google Scholar
• VR Today Magazine (2016), “Top Ten Most Viewed 360° Videos of 2016,” https://vrtodaymagazine.com/top-10-most-viewed-360-videos-of-2016/.
   Google Scholar
• Yang, Xiaojing, and Robert E. Smith (2009), “Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising Creativity,” Marketing Science, 28 (5), 935–49.
   Web of Science ®Google Scholar