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| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | NIKULINA, Olesia | - |
| dc.contributor.author | VAN RIEL, Allard | - |
| dc.contributor.author | Lemmink, Jos G.A.M. | - |
| dc.contributor.author | Grewal, Dhruv | - |
| dc.contributor.author | Wetzels, Martin | - |
| dc.date.accessioned | 2024-02-27T14:45:20Z | - |
| dc.date.available | 2024-02-27T14:45:20Z | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-02-22T09:00:59Z | - |
| dc.identifier.citation | JOURNAL OF ADVERTISING, | - |
| dc.identifier.issn | 0091-3367 | - |
| dc.identifier.uri | http://hdl.handle.net/1942/42486 | - |
| dc.description.abstract | Marketers today are increasingly using storytelling to engage their audiences. However, the design of narrative visuals is often inspired by a text-centric understanding of narratives. Despite the fast increase in visual content and the distinct processing it induces, extant research on visual narrativity remains fragmented, lacking a comprehensive framework to explain how a single still image can convey a narrative. Our literature review addresses this gap through the lens of narrative transportation theory. Based on a systematic review of 64 articles from marketing and adjacent disciplines, the authors propose that an image must narrate, act, and resonate (NAR) to stimulate narrative processing and transport viewers into its narrative. They also identify specific visual features that can facilitate this process and explore how characteristics of the storyteller, story receiver, and story settings can influence the strength of visual narrative transportation (VNT). Finally, the authors highlight affective, cognitive, and behavioral responses of transported viewers. This research extends narrative transportation theory to the visual domain, offering practical design principles that can be easily applied by marketing professionals. It also outlines an actionable research agenda for marketing scholars to further explore visual narrativity. | - |
| dc.description.sponsorship | FWO | - |
| dc.language.iso | en | - |
| dc.publisher | ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD | - |
| dc.rights | 2024 The Author(s). Published with license by Taylor & Francis Group, LLC This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. The terms on which this article has been published allow the posting of the Accepted Manuscript in a repository by the author(s) or with their consent. | - |
| dc.title | Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers | - |
| dc.type | Journal Contribution | - |
| local.format.pages | 21 | - |
| local.bibliographicCitation.jcat | A1 | - |
| dc.description.notes | Nikulina, O (corresponding author), Hasselt Univ, Fac Business & Econ, Dept Mkt & Strategy, Martelarenlaan 42, B-3500 Hasselt, Belgium. | - |
| dc.description.notes | olesia.nikulina@uhasselt.be | - |
| local.publisher.place | 2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND | - |
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| local.type.refereed | Refereed | - |
| local.type.specified | Review | - |
| local.bibliographicCitation.status | Early view | - |
| dc.identifier.doi | 10.1080/00913367.2024.2309921 | - |
| dc.identifier.isi | 001169371800001 | - |
| dc.identifier.eissn | 1557-7805 | - |
| local.provider.type | - | |
| local.description.affiliation | [Nikulina, Olesia; Lemmink, Jos G. A. M.] Maastricht Univ, Maastricht, Netherlands. | - |
| local.description.affiliation | [Nikulina, Olesia; van Riel, Allard C. R.] Hasselt Univ, Hasselt, Belgium. | - |
| local.description.affiliation | [Grewal, Dhruv] Babson Coll, Wellesley, MA USA. | - |
| local.description.affiliation | [Wetzels, Martin] EDHEC Business Sch, Roubaix, France. | - |
| local.description.affiliation | [Nikulina, Olesia] Hasselt Univ, Fac Business & Econ, Dept Mkt & Strategy, Martelarenlaan 42, B-3500 Hasselt, Belgium. | - |
| local.uhasselt.international | yes | - |
| item.fulltext | With Fulltext | - |
| item.accessRights | Open Access | - |
| item.fullcitation | NIKULINA, Olesia; VAN RIEL, Allard; Lemmink, Jos G.A.M.; Grewal, Dhruv & Wetzels, Martin (2024) Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers. In: JOURNAL OF ADVERTISING,. | - |
| item.contributor | NIKULINA, Olesia | - |
| item.contributor | VAN RIEL, Allard | - |
| item.contributor | Lemmink, Jos G.A.M. | - |
| item.contributor | Grewal, Dhruv | - |
| item.contributor | Wetzels, Martin | - |
| crisitem.journal.issn | 0091-3367 | - |
| crisitem.journal.eissn | 1557-7805 | - |
| Appears in Collections: | Research publications | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Narrate Act and Resonate to Tell a Visual Story A Systematic Review of How Images Transport Viewers.pdf | Published version | 3.23 MB | Adobe PDF | View/Open |
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