How comprehension and imagery fluency influence Gen Z customers attitudes toward advertisements and purchase intentions: the mediating role of narrative transportation

Key Points

• The aim is to explore how comprehension and imagery fluency shape Gen Z customers' attitudes towards advertisements and their purchase intentions, focusing on the role of narrative transportation.
• Analyzed survey data from Gen Z consumers regarding their advertisement experiences.
• Examined correlations between comprehension, imagery fluency, and attitudes toward ads.
• Evaluated the mediating effect of narrative transportation on the relationship between imagery fluency and purchase intentions.
• Higher levels of comprehension and imagery fluency positively influence Gen Z attitudes toward advertisements.
• Narrative transportation effectively mediates the relationship between imagery fluency and customers' purchase intentions.
• Findings suggest that enhanced advertisement storytelling increases engagement among Gen Z consumers.