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March 26, 2026J for International Business and Entrepreneurship Development0 citationsOpen Access

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

TDThi Le Trinh DinhNLNguyen Phuong Uyen Le

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.

Abstract

Inderscience is a global company, a dynamic leading independent journal publisher disseminates the latest research across the broad fields of science, engineering and technology; management, public and business administration; environment, ecological economics and sustainable development; computing, ICT and internet/web services, and related areas.

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Cite This Study

Dinh et al. (2025) studied this question.

synapsesocial.com/papers/69c4ccaffdc3bde448918170https://doi.org/10.1504/jibed.2025.10077243
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