The explanatory variables of narrative transportation and consumer engagement with a transmedia consumption experience

Professionals in the cultural sector are increasingly designing transmedia narrative devices. By that new strategy, they expect to increase cultural consumption and attendance. Considering the central role of the narrative transportation during the transmedia experience, this article presents results about six anticipated antecedents of this process experienced by users of a transmedia device that combines digital and physical elements, and deals with the heritage history of a French province. The six variables tested are gender, age, level of education (to describe the socio-demographic profile), geographical proximity (to proxy the familiarity with the topic and contents of the story told in the transmedia device), cultural expertise (to refer to the whole acquaintance with cultural consumption), and relationship with technology (to score the propensity to adopt new technology). Regarding the consequence of the narrative transportation, the model focuses on the consumer engagement toward both the object of narration that is referring to the topic cultural professionals wants theirs visitors and viewers to discover, and the cultural genre (here the heritage and history of the region). This paper concludes with a discussion of our main results and limitations

Narrative transportation and transmedia consumption experience in the cultural field

The aim of this research is to better understand the transmedia consumption experience through the narrative transportation process. On the theoretical level, by applying these concepts to the arts and cultural field, we broaden the existing literature (1) in information and communication science, which is more focused on transmedia content and platform creation and conception, and (2) in management sciences, which mostly apprehend narrative transportation in the persuasive advertising context. On the conceptual level, we try to describe the different steps in the transmedia device appropriation process, the determinants of the narrative transportation process and its components (namely the story told and the characters, among other components). A qualitative methodology is implemented. Semi-directive interviews of transmedia designers and experts and users’ introspective narratives were conducted. A conceptual framework focused on the experience is proposed and highlights individual, technical, and situational factors, experience processes (appropriation and narrative transportation) and consequences related to the individual’s commitment (to the narration object, to the cultural category and to transmedia devices)

Moving beyond fan typologies: The impact of social integration on team loyalty in football

The purpose of this paper is to develop detailed insight into loyalty among football fans of Hibernian FC, moving beyond typologies to a more socially grounded approach. Issues explored include patterns of consumption, distinctions between fan groups, and antecedents of loyalty. The origins and development of the club are evaluated, and consumer fanaticism, football fan loyalty, consumption behaviour, and the sociological impact of fan communities are discussed. Data were collected using a variety of methods, including participant observation, in-depth interviews, and analysis of websites and fan forums. Key findings relate to the impact of family and community influences on loyalty, initial experiences of developing associations with the club, through to the impact of socialisation, and the lived experience of being a supporter. A supporter matrix is constructed as a portrayal of the loyalty found at the club. A range of theoretical implications is considered, and the matrix promoted as a tool for understanding loyalty in clubs with similar social structures and community connections

Customer emotions in service failure and recovery encounters

Emotions play a significant role in the workplace, and considerable attention has been given to the study of employee emotions. Customers also play a central function in organizations, but much less is known about customer emotions. This chapter reviews the growing literature on customer emotions in employee–customer interfaces with a focus on service failure and recovery encounters, where emotions are heightened. It highlights emerging themes and key findings, addresses the measurement, modeling, and management of customer emotions, and identifies future research streams. Attention is given to emotional contagion, relationships between affective and cognitive processes, customer anger, customer rage, and individual differences

L'impact des réactions affectives induites par les messages publicitaires : Une analyse tenant compte de l'implication

International audienceLe but de cet article est de mettre en évidence l'apport des réactions affectives, déclenchées par les annonces, à l'explication de l'attitude envers l'annonce (Aad) et de l'attitude envers la marque (ABP).Travaillant dans un cadre expérimental aussi naturel que possible, l'auteur a mesuré les réactions affectives–induites par les annonces–de manière verbale et également par l'enregistrement des expressions faciales révélées par 197 consommateurs soumis à un matériel publicitaire télévisé. La robustesse des résultats a été testée en distinguant les répondants selon leur niveau d'implication sur les 5 facettes classiquement constitutives de ce construit. La très grande majorité des résultats fait apparaître un apport significatif des réactions affectives–surtout verbales–à l'explication de Aad et dans une moindre mesure à l'explication de ABP. Les résultats relatifs à la facette importance (des conséquences négatives) du risque s'écartent quelque peu de ceux obtenus pour les autres facettes. Enfin, les variables affectives le plus souvent significatives ne sont pas toujours les mêmes selon le niveau d'implication des répondants ainsi que selon la modalité retenue pour mesurer l'attitude envers l'annonce