You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements,Journal of Advertising

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You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements
Journal of Advertising ( IF 5.4 ) Pub Date : 2023-11-27 , DOI: 10.1080/00913367.2023.2275773
Matthias Glaser ₁ , Heribert Reisinger ₁ , Arnd Florack ₁

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Narrative video ads often use either celebrities or unknown actors to engage consumers and convey their messages. Although research suggests that celebrities (versus unknown actors) may enhance the...

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