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Participants first selected a product that they would seriously consider purchasing and answered a set of questions prior to viewing a narrative online advertisement, which was followed by a different set of questions. Structural equation modeling was used to empirically test the authors\u2019 proposed model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Greater levels of interactivity, vividness, entertainment, and self\u2010referencing in narrative online advertisements led to more favorable attitudes toward a product. In particular, self\u2010referencing had a substantial effect on transportation in forming product attitudes. Advertisement Involvement moderates (i.e. enhances) the effect of self\u2010referencing on attitudes toward a product.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>If properly designed, a narrative online advertisement can fully utilize Internet\u2010enabled features and can maximize their potential to produce a favorable consumer attitude toward a featured product.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study advances narrative advertising research and provides empirical evidence to highlight the effects of the pertinent characteristics of Internet\u2010based advertising, interactivity and entertainment in the conversion process of transportation and consumer attitudes. Moreover, this study identifies and sheds light on important contingencies (i.e. advertisement involvement) of the focal relationships.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-04-2012-0077","type":"journal-article","created":{"date-parts":[[2013,8,8]],"date-time":"2013-08-08T07:01:09Z","timestamp":1375945269000},"page":"414-438","source":"Crossref","is-referenced-by-count":89,"title":["Narrative online advertising: identification and its effects on attitude toward a product"],"prefix":"10.1108","volume":"23","author":[{"given":"Russell K.H.","family":"Ching","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Pingsheng","family":"Tong","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Ja\u2010Shen","family":"Chen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Hung\u2010Yen","family":"Chen","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031320073560900_b1","doi-asserted-by":"crossref","unstructured":"Ajzen, I. and Fishbein, M. 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