Video storytelling ads vs argumentative ads : how hooking viewers enhances consumer engagement

Purpose: Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling vs argumentative) in hooking viewers (i.e. grabbing attention and interest in the ad). This research also presents a conceptual model of the effect of being hooked on digital engagement with advertising. Design/methodology/approach: This study employs a quasi-experimental research design with a final sample of 273 undergraduate students. It tests the hypothesis that digital video storytelling ads hook viewers more effectively than argumentative ads do. It also tests a conceptual model of the positive effect of being hooked on digital engagement with advertising. Findings: Digital video storytelling ads hook viewers more effectively than argumentative ads do. SEM analysis shows that being hooked positively impacts intentions to view, share, promote and spread positive word of mouth. Attitude toward the ad partially mediates the relationship between being hooked and intentions to promote and spread positive word of mouth. Research limitations/implications: Findings are applicable to target audience profiles that match the sample in this study. Despite this and other limitations, findings advance theory on the process underlying digital video storytelling advertising effects on consumer engagement. Practical implications: Marketers are advised to invest in more digital video storytelling than argumentative ads. In doing so, marketers are more likely to hook viewers on the ad, thereby generating positive digital engagement with advertising. Originality/value: This research focuses on attention and interest dimensions of narrative transportation as measured by “being hooked.” It also extends past models of narrative transportation by including more representative measures of digital engagement with advertising.