Randomized trial explores how advertising design and destination familiarity impact engagement through psychological mechanisms.
Key Points
This study aims to uncover how perceived advertising design and destination familiarity influence engagement via narrative transportation and advertising stimulation.
Survey of 915 Portuguese respondents
Structural equation modeling in AMOS
Examined relationships among advertising design, destination familiarity, narrative transportation, advertising stimulation, and engagement.
Perceived advertising design is positively associated with narrative transportation (β = 0.451, p < 0.01).
Destination familiarity correlates positively with narrative transportation (β = 0.215, p < 0.01).
Advertising stimulation shows a positive association with engagement (β = 0.288, p < 0.01).