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Keywords: Video storytelling
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Journal Articles
Journal of Research in Interactive Marketing (2021) 15 (4): 607–622.
Published: 06 July 2021
...Kesha K. Coker; Richard L. Flight; Dominic M. Baima Purpose Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine...
