This study examines the effects of narrative online advertising on a consumer’s attitude toward a product and his/her purchase intention, and the moderating effects of advertising, product and purchase involvement on the (aforementioned) relationships. The results indicate that the four narrative online advertising elements (interactivity, vividness, entertainment, self-referencing) have a positive effect on attitude (interactivity and entertainment did not), and attitude has a positive effect on purchase intention. The former relationship is positively moderated (enhanced) by advertising involvement but on only vividness and self-referencing while the latter by only product involvement. The data do not support purchase involvement as a moderator
