| dc.description.abstract | When facts are presented with emotion in storytelling material,
individuals are more engaged and motivated to act or alter their environment.
People find stories fascinating, and they are easier to retrieve than just the facts.
The viewers of Vietnam's Generation Z are the focus of this study's examination
of response theory. Previous studies have examined the efficacy of this specific
social media platform's narratives feature. Consequently, the author follows the
preceding research and uses a sequential model to examine how narrative
advertising affects audience engagement. The two sets of independent variables
are message-giver factors and message-receiver factors, concentrating on luxury
brands. SEM is used to analyze data from 419 Vietnamese people in Ho Chi
Minh City who are between the ages of 18 and 29. The results provide
insightful information about how consumers perceive narrative advertising and
highlight the potential of digital storytelling as a powerful communication tool
in the marketing mix. Furthermore, the research found that, in terms of
Generation Z, the influence of content comprehension on narrative advertising
is negligible. Additionally, the study highlights opportunities for further
research in this area and offers marketers practical takeaways | en_US |
