Narrative Transportation and Paratextual Features of Social Media in Viral Advertising
研究发现叙事传输对病毒式广告有正面影响，但受社交网络副文本特征调节：个人关系增强效果，广告披露削弱效果，而点赞数可缓解披露的负面影响。
This study establishes that the experience of narrative transportation has a positive influence on viral advertising. The relative strength of this relationship, however, depends on several boundary conditions associated with the paratextual features of social networking service (SNS) environments. Specifically, it is stronger if the senders and intended receivers have personal ties. Moreover, the influence of narrative transportation is negatively moderated by advertising disclosure that elicits persuasion knowledge. Finally, the negative effect of persuasion knowledge is reduced if the ad appears with a higher number of “likes,” which increases social proof for viral ads. Implications regarding viral advertising and social media behaviors are discussed.