Background The ubiquity of short videos has demonstrated vast potential for health
communication. An expansion of research has examined the persuasive effect of health …

Media allow individuals to feel'whisked away'from their surroundings and absorbed into
another world. Constructs such as immersion, presence, transportation, and flow have been …

The current meta-analysis synthesizes four decades of research (k= 120) on the
antecedents and effects of parasocial relationships (PSRs). In line with contemporary …

Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar
non-advertising formats, differ from other more direct forms of advertising in several ways …

Highlights•To determine the impacts of employer branding on organisational identification
and employee retention.•To examine the mediating role of organisational identification …

Theory suggests that people are more persuaded by information presented within a
narrative. We argue there is room for greater understanding about why this may be the case …

The identity of protagonists in persuasive narratives was varied to test the impact of
audience-character demographic similarity on identification. In Study 1, sex and nationality …

From centuries-old fables to modern television series, entertainmenteducation often involves
telling stories. And stories work best when audiences are immersed in them: readers or …

This study addresses the factors that increase the persuasive impact of entertainment–
education (EE) narrative messages designed to improve attitudes toward immigrants …

In recent years, the journalism and marketing industry has seen an increasing use of
immersive stories, in the format of 360° videos and virtual reality. However, the impact of …