Catching Audiences’ Attention through Narrative Sensory Cues on Digital Distribution Platforms

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review

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Author(s)

Detail(s)

Original languageEnglish
Title of host publicationPACIS 2021 Proceedings
PublisherAssociation for Information Systems
Number of pages10
ISBN (Print)978-1-7336325-7-7
Publication statusPublished - Jul 2021

Conference

TitlePacific Asia Conference on Information Systems (PACIS 2021)
LocationVirtual
PlaceUnited Arab Emirates
CityDubai
Period12 - 14 July 2021

Abstract

Advances in information technologies have radically altered the methods of distributing information goods, which in turn gives rise to the growing prominence of digital storytelling as a means of promoting products to their targeted audience through multimedia. To this end, we attempt to disentangle the effects of narrative sensory cues (i.e., character identifiability and plot imageability) from digital stories on audiences’ visual attention from the theoretical lens of narrative transportation. To do so, we plan to advance a machine learning procedure to simulate audiences’ visual attention. Findings from this study hence offer an in-depth appreciation of the impact of digital storytelling on the diffusion of information goods.

Research Area(s)

  • Digital distribution, Digital storytelling, Narrative sensory cues, Visual attention

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

Catching Audiences’ Attention through Narrative Sensory Cues on Digital Distribution Platforms. / FU, Mengyao; XIONG, Bingqing; Lim, Eric; Tan, Chee-Wee; WANG, Weiquan.

PACIS 2021 Proceedings. Association for Information Systems, 2021.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)peer-review