‘I Didn’t Even Know That Was An Ad!’ – The Effects of Advertising Storytelling Integration on Download Intention

Author: Kyle Hassing
Institution: University of Amsterdam
Year of publication: 2022
Source: Show
Pages: 124-148
DOI Address: https://doi.org/10.15804/cip202207
PDF: cip/20/cip2007.pdf

Advertising storytelling integration is a new way that YouTubers have found to effectively promote brands in their YouTube video’s. With an impressive track record of results, many agencies and researchers alike are wondering where this success comes from. This research aims to explain the success of this new form of influencer marketing by researching the effect of advertising storytelling integration on download intention. The moderating role of parasocial relationships and the mediating role of perceived advertising creativity are also examined.

„Nawet nie wiedziałem, że to była reklama!” – wpływ integracji narracji reklamowych na zamiar pobrania

Integracja narracji reklamowych to nowy sposób, w jaki YouTuberzy znaleźli skuteczne promowanie marek w swoich filmach na YouTube. Dzięki imponującej historii wyników wiele agencji i badaczy zastanawia się, skąd bierze się ten sukces. Niniejsze badanie ma na celu wyjaśnienie sukcesu tej nowej formy marketingu influencerów poprzez zbadanie wpływu integracji narracji reklamowych na zamiar pobrania. Badana jest również moderująca rola relacji paraspołecznych oraz mediacyjna rola postrzeganej kreatywności reklamowej.


  • Ang S.H., Low S.Y., Exploring the dimensions of ad creativity, Psychology & Marke­ting 2000, 17 (10).
  • Balaban D.C., Racz R.G., Social Media influencer advertising versus advertising on social media account of a brand. evidence from an experimental design, Journal of Media Research 2020, 13, 3 (38).
  • Boerman S., van Reijmersdal E., Disclosing influencer marketing on YouTube to chil­dren: the moderating role of para-social relationship, Frontiers in Psychology 2020, 10.
  • Fossen B.L., Schweidel D.A., Measuring the impact of product placement with brand­-related social media conversations and website traffic, Marketing Science 2019, 38 (3).
  • Glass Z., The effectiveness of product placement in video games, Journal of Interactive Advertising 2007, 8 (1).
  • Grigsby J.L., Mellema H.N., Negative consequences of storytelling in native adverti­sing, Journal of Interactive Marketing 2020, 52.
  • Horton D., Wohl R.R., Mass communication and para-social interaction: observations on intimacy at a distance, Psychiatry 1956, 19.
  • Hwang K., Zhang Q., Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge, Computers in Human Behavior 2019, 87.
  • Jin S.V., Muqaddam A., Ryu E., Instafamous and social media influencer marketing, Marketing Intelligence & Planning 2019, 37 (5).
  • Joshi S., Domb M., Chanda B., Bais A., Evaluating the impact of storytelling ads on consumer purchase intention, Journal of Service Science and Management 2022, 15 (01).
  • Jusufovic-Karisik V., 20 years of research on product placement in movie, television and Video Game Media, Journal of Economic and Social Studies 2020, 4 (2).
  • Kang J.A., Hong S., Hubbard G.T., The role of storytelling in advertising: Consumer Emotion, narrative engagement level, and word‐of‐mouth intention, Journal of Consumer Behaviour 2020, 19 (1).
  • Kurten K., O’Brien N., Roy D., Dam L., The development of parasocial relationships on YouTube, The Journal of Social Media in Society 2018, 7 (1).
  • Lee J., Hong I.B., Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity, International Journal of Information Management 2016, 36 (3).
  • Lee J., Kim S., Ham C.-D., A double-edged sword? predicting consumers’ attitudes to­ward and sharing intention of native advertising on social media, American Beha­vioral Scientist 2016, 60 (12).
  • Lou C., Yuan S., Influencer marketing: How message value and credibility affect consu­mer trust of branded content on social media, Journal of Interactive Advertising 2019, 19 (1).
  • Mayrhofer M., Matthes J., Einwiller S., Naderer B., User generated content presenting brands on social media increases Young Adults’ purchase intention, International Journal of Advertising 2019, 39 (1).
  • Newell J., Salmon C.T., Chang S., The hidden history of product placement, Journal of Broadcasting & Electronic Media 2006, 50 (4).
  • Polyorat K., Alden D.L., Kim E.S., Impact of narrative versus factual print ad copy on product evaluation: The mediating role of AD message involvement, Psychology and Marketing 2007 24 (6).
  • Preiss R.W., Gayle B.M., Burrell N., Allen M., Bryant J., Schiappa E., Gregg P.B., Allen M., Parasocial relationships and television: A meta-analysis of the effects, In Mass media effects research: Advances through meta-analysis 2007, 6th ed., Vol. 70.
  • Rubin R.B., McHugh M.P., Development of parasocial interaction relationships, Jour­nal of Broadcasting & Electronic Media 1987, 31 (3).
  • Schouten A.P., Janssen L., Verspaget M., Celebrity vs. Influencer endorsements in ad­vertising: The role of identification, credibility, and product-endorser fit, Interna­tional Journal of Advertising 2019, 39 (2).
  • Slater M.D., Rouner D., Entertainment-education and elaboration likelihood: Under­standing the processing of narrative persuasion, Communication Theory 2002, 12 (2).
  • Smith R., MacKenzie S., Yang X., Buchholz L., Darley W., Modelling the determinants and effects of creativity in advertising, Marketing Science 2007, 26 (6).
  • Trivedi J.P., Measuring the comparative efficacy of an attractive celebrity influencer vis-à-vis an expert influencer – a fashion industry perspective, International Jour­nal of Electronic Customer Relationship Management 2018, 11 (3).
  • Trivedi J., Sama R., The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective, Journal of Inter­net Commerce 2019, 19 (1).
  • Van Reijmersdal E.A., Neijens P.C., Smit E.G., Effects of television brand placement on brand image, Psychology & Marketing 2007, 24 (5).
  • Wojdynski B.W., The deceptiveness of sponsored news articles, American Behavioral Scientist 2016, 60 (12).
  • Zak S., Hasprova M., The role of influencers in the consumer decision-making process, SHS Web of Conferences 2020, 74.
  • www.statistica.com
  • www.youtube.com
  • www.pressboardmedia.com
  • www.adformatie.nl
  • www.latimes.com
  • www.pocketgamerbiz

reklama narracja promowanie marek YouTube advertising narration brand promotion

Message to:



© 2017 Adam Marszałek Publishing House. All rights reserved.

Projekt i wykonanie Pollyart