This study investigates the effects of narrative ads, which differ in terms of narrative focus and brand prominence in a native advertising context. Considering the recent methodological debates about advertising and consumer experiments, we aim to design the research to be as realistic as possible. We produced video ad stimuli and published them as sponsored posts on Instagram to test the effects in a real-life setting. In this way, online engagement behavior was examined through social media metrics. The users who clicked on the ad were directed to the research website and asked to answer the scales of narrative transportation and attitude toward the ad. While the ads achieved different engagement results in line with their content features, transportation and attitude results demonstrate the superiority of narrative ads, which are product-oriented and with low brand prominence.

本研究调查了叙事广告的效果，这些广告在原生广告语境中的叙事焦点和品牌知名度方面有所不同。考虑到最近关于广告和消费者实验的方法论争论，我们的目标是将研究设计得尽可能真实。我们制作了视频广告刺激，并将它们作为赞助帖子发布在 Instagram 上，以在现实生活环境中测试效果。通过这种方式，通过社交媒体指标来检查在线参与行为。点击广告的用户被引导到研究网站，并要求回答叙事传播的尺度和对广告的态度。虽然广告根据其内容特点取得了不同的参与度结果，但交通和态度结果展示了叙事广告的优越性，