How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?

Abstract

With the rapid spread of mobile devices and the Internet, mobile interactive video advertising has become an increasingly popular means of accessing advertising information for a large number of users. Interactive narratives are advertisements that require collaboration between consumers and designers to complete the story. Interactive narratives influence marketing impact and the advertising experience. Building on previous research, this study delves deeper into the design methods of interactive narratives for mobile video advertisements. We developed various interactive narrative samples by controlling video quality parameters, content, and product involvement, and then measured consumer perceptions of these samples in a laboratory environment. The results indicate that six design methods for interactive narratives foster positive perceptions, immersion, and satisfaction in advertisements with low product involvement. For ads with a high degree of product involvement, two design methods can achieve positive consumer perceptions of interactive narratives. This study offers insights for businesses and interaction designers aiming to advance the commercial use of mobile interactive video advertising. At the same time, we propose a design method for mobile interactive video advertising that can also serve as an entry point for theoretical research on interactive narratives.