{"id":"https://openalex.org/W4386743307","doi":"https://doi.org/10.3390/systems11090471","title":"How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?","display_name":"How Does Interactive Narrative Design Affect the Consumer Experience of Mobile Interactive Video Advertising?","publication_year":2023,"publication_date":"2023-09-13","ids":{"openalex":"https://openalex.org/W4386743307","doi":"https://doi.org/10.3390/systems11090471"},"language":"en","primary_location":{"id":"doi:10.3390/systems11090471","is_oa":true,"landing_page_url":"https://doi.org/10.3390/systems11090471","pdf_url":"https://www.mdpi.com/2079-8954/11/9/471/pdf?version=1694605531","source":{"id":"https://openalex.org/S4210219410","display_name":"Systems","issn_l":"2079-8954","issn":["2079-8954"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Systems","raw_type":"journal-article"},"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://www.mdpi.com/2079-8954/11/9/471/pdf?version=1694605531","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5089858514","display_name":"Chao Gu","orcid":"https://orcid.org/0000-0002-9810-3168"},"institutions":[{"id":"https://openalex.org/I99065089","display_name":"Tsinghua University","ror":"https://ror.org/03cve4549","country_code":"CN","type":"education","lineage":["https://openalex.org/I99065089"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Chao Gu","raw_affiliation_strings":["Academy of Arts & Design, Tsinghua University, Beijing 100084, China"],"raw_orcid":"https://orcid.org/0000-0002-9810-3168","affiliations":[{"raw_affiliation_string":"Academy of Arts & Design, Tsinghua University, Beijing 100084, China","institution_ids":["https://openalex.org/I99065089"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5081562914","display_name":"Shu\u2010Yuan Lin","orcid":"https://orcid.org/0000-0001-5402-4014"},"institutions":[{"id":"https://openalex.org/I65196183","display_name":"Tatung University","ror":"https://ror.org/030m18266","country_code":"TW","type":"education","lineage":["https://openalex.org/I65196183"]}],"countries":["TW"],"is_corresponding":false,"raw_author_name":"Shuyuan Lin","raw_affiliation_strings":["Department of Media Design, Tatung University, Taipei 104, Taiwan"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Department of Media Design, Tatung University, Taipei 104, Taiwan","institution_ids":["https://openalex.org/I65196183"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5040363729","display_name":"Wei Wei","orcid":"https://orcid.org/0000-0003-1852-2811"},"institutions":[{"id":"https://openalex.org/I21741975","display_name":"Suzhou University of Technology","ror":"https://ror.org/05g6ben79","country_code":"CN","type":"education","lineage":["https://openalex.org/I21741975"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Wei Wei","raw_affiliation_strings":["School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China"],"raw_orcid":"https://orcid.org/0000-0003-1852-2811","affiliations":[{"raw_affiliation_string":"School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China","institution_ids":["https://openalex.org/I21741975"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5102887758","display_name":"Chun Yang","orcid":"https://orcid.org/0000-0002-4020-8370"},"institutions":[{"id":"https://openalex.org/I111599522","display_name":"Jiangnan University","ror":"https://ror.org/04mkzax54","country_code":"CN","type":"education","lineage":["https://openalex.org/I111599522"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Chun Yang","raw_affiliation_strings":["School of Design, Jiangnan University, Wuxi 214122, China"],"raw_orcid":"https://orcid.org/0000-0002-4020-8370","affiliations":[{"raw_affiliation_string":"School of Design, Jiangnan University, Wuxi 214122, China","institution_ids":["https://openalex.org/I111599522"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5044059576","display_name":"Jiangjie Chen","orcid":"https://orcid.org/0000-0002-2613-0386"},"institutions":[{"id":"https://openalex.org/I111599522","display_name":"Jiangnan University","ror":"https://ror.org/04mkzax54","country_code":"CN","type":"education","lineage":["https://openalex.org/I111599522"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jiangjie Chen","raw_affiliation_strings":["School of Design, Jiangnan University, Wuxi 214122, China"],"raw_orcid":"https://orcid.org/0000-0002-2613-0386","affiliations":[{"raw_affiliation_string":"School of Design, Jiangnan University, Wuxi 214122, China","institution_ids":["https://openalex.org/I111599522"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5076537237","display_name":"Wei Miao","orcid":"https://orcid.org/0000-0002-1351-6298"},"institutions":[{"id":"https://openalex.org/I21741975","display_name":"Suzhou University of Technology","ror":"https://ror.org/05g6ben79","country_code":"CN","type":"education","lineage":["https://openalex.org/I21741975"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Wei Miao","raw_affiliation_strings":["School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China"],"raw_orcid":"https://orcid.org/0000-0002-1351-6298","affiliations":[{"raw_affiliation_string":"School of Textile Garment and Design, Changshu Institute of Technology, Changshu 215500, China","institution_ids":["https://openalex.org/I21741975"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5056754128","display_name":"Jie Sun","orcid":"https://orcid.org/0000-0002-5923-9126"},"institutions":[{"id":"https://openalex.org/I1284762954","display_name":"Zhejiang A & F University","ror":"https://ror.org/02vj4rn06","country_code":"CN","type":"education","lineage":["https://openalex.org/I1284762954"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jie Sun","raw_affiliation_strings":["College of Arts and Design, Zhejiang A&F University, Hangzhou 311300, China"],"raw_orcid":"https://orcid.org/0000-0002-5923-9126","affiliations":[{"raw_affiliation_string":"College of Arts and Design, Zhejiang A&F University, Hangzhou 311300, China","institution_ids":["https://openalex.org/I1284762954"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5055322027","display_name":"Yingjie Zeng","orcid":"https://orcid.org/0009-0004-9709-2673"},"institutions":[{"id":"https://openalex.org/I195373058","display_name":"Honam University","ror":"https://ror.org/04vj5r404","country_code":"KR","type":"education","lineage":["https://openalex.org/I195373058"]}],"countries":["KR"],"is_corresponding":true,"raw_author_name":"Yingjie Zeng","raw_affiliation_strings":["Department of Industrial Design, Honam University, Gwangju 62399, Republic of Korea"],"raw_orcid":"https://orcid.org/0009-0004-9709-2673","affiliations":[{"raw_affiliation_string":"Department of Industrial Design, Honam University, Gwangju 62399, Republic of Korea","institution_ids":["https://openalex.org/I195373058"]}]}],"institutions":[],"countries_distinct_count":3,"institutions_distinct_count":6,"corresponding_author_ids":["https://openalex.org/A5055322027"],"corresponding_institution_ids":["https://openalex.org/I195373058"],"apc_list":{"value":1600,"currency":"CHF","value_usd":1782},"apc_paid":{"value":1600,"currency":"CHF","value_usd":1782},"fwci":4.7283,"has_fulltext":true,"cited_by_count":10,"citation_normalized_percentile":{"value":0.94721627,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":96,"max":99},"biblio":{"volume":"11","issue":"9","first_page":"471","last_page":"471"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9973000288009644,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9973000288009644,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11197","display_name":"Digital Games and Media","score":0.9951000213623047,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.9922999739646912,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/narrative","display_name":"Narrative","score":0.7325462102890015},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.6335574984550476},{"id":"https://openalex.org/keywords/multimedia","display_name":"Multimedia","score":0.5962591171264648},{"id":"https://openalex.org/keywords/interactive-media","display_name":"Interactive media","score":0.5741209983825684},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.5422057509422302},{"id":"https://openalex.org/keywords/user-experience-design","display_name":"User experience design","score":0.5420771837234497},{"id":"https://openalex.org/keywords/interactive-design","display_name":"Interactive design","score":0.5350979566574097},{"id":"https://openalex.org/keywords/product","display_name":"Product (mathematics)","score":0.48063841462135315},{"id":"https://openalex.org/keywords/perception","display_name":"Perception","score":0.4358590841293335},{"id":"https://openalex.org/keywords/affect","display_name":"Affect (linguistics)","score":0.4345112144947052},{"id":"https://openalex.org/keywords/interactive-television","display_name":"Interactive television","score":0.43227821588516235},{"id":"https://openalex.org/keywords/human\u2013computer-interaction","display_name":"Human\u2013computer interaction","score":0.3199400305747986},{"id":"https://openalex.org/keywords/psychology","display_name":"Psychology","score":0.2238391637802124},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.13954803347587585},{"id":"https://openalex.org/keywords/communication","display_name":"Communication","score":0.08543702960014343}],"concepts":[{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.7325462102890015},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6335574984550476},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.5962591171264648},{"id":"https://openalex.org/C203004452","wikidata":"https://www.wikidata.org/wiki/Q1186952","display_name":"Interactive media","level":2,"score":0.5741209983825684},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5422057509422302},{"id":"https://openalex.org/C201025465","wikidata":"https://www.wikidata.org/wiki/Q11248500","display_name":"User experience design","level":2,"score":0.5420771837234497},{"id":"https://openalex.org/C86297840","wikidata":"https://www.wikidata.org/wiki/Q6045397","display_name":"Interactive design","level":2,"score":0.5350979566574097},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.48063841462135315},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.4358590841293335},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.4345112144947052},{"id":"https://openalex.org/C543280262","wikidata":"https://www.wikidata.org/wiki/Q874342","display_name":"Interactive television","level":2,"score":0.43227821588516235},{"id":"https://openalex.org/C107457646","wikidata":"https://www.wikidata.org/wiki/Q207434","display_name":"Human\u2013computer interaction","level":1,"score":0.3199400305747986},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.2238391637802124},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.13954803347587585},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.08543702960014343},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.3390/systems11090471","is_oa":true,"landing_page_url":"https://doi.org/10.3390/systems11090471","pdf_url":"https://www.mdpi.com/2079-8954/11/9/471/pdf?version=1694605531","source":{"id":"https://openalex.org/S4210219410","display_name":"Systems","issn_l":"2079-8954","issn":["2079-8954"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Systems","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:cbb9beb96720437a9c4385c16b979632","is_oa":true,"landing_page_url":"https://doaj.org/article/cbb9beb96720437a9c4385c16b979632","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Systems, Vol 11, Iss 9, p 471 (2023)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.3390/systems11090471","is_oa":true,"landing_page_url":"https://doi.org/10.3390/systems11090471","pdf_url":"https://www.mdpi.com/2079-8954/11/9/471/pdf?version=1694605531","source":{"id":"https://openalex.org/S4210219410","display_name":"Systems","issn_l":"2079-8954","issn":["2079-8954"],"is_oa":true,"is_in_doaj":true,"is_core":true,"host_organization":"https://openalex.org/P4310310987","host_organization_name":"Multidisciplinary Digital Publishing Institute","host_organization_lineage":["https://openalex.org/P4310310987"],"host_organization_lineage_names":["Multidisciplinary Digital Publishing Institute"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Systems","raw_type":"journal-article"},"sustainable_development_goals":[],"awards":[{"id":"https://openalex.org/G5269157409","display_name":null,"funder_award_id":"2023FR004","funder_id":"https://openalex.org/F4320325403","funder_display_name":"Zhejiang A and F University"}],"funders":[{"id":"https://openalex.org/F4320325403","display_name":"Zhejiang A and F University","ror":"https://ror.org/02vj4rn06"}],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W4386743307.pdf","grobid_xml":"https://content.openalex.org/works/W4386743307.grobid-xml"},"referenced_works_count":73,"referenced_works":["https://openalex.org/W2117525926","https://openalex.org/W2762443007","https://openalex.org/W2768349557","https://openalex.org/W2904416484","https://openalex.org/W2909369391","https://openalex.org/W2910837272","https://openalex.org/W2912361128","https://openalex.org/W2913372729","https://openalex.org/W2939768411","https://openalex.org/W2941824866","https://openalex.org/W2943884685","https://openalex.org/W2948952628","https://openalex.org/W2954323185","https://openalex.org/W2961238684","https://openalex.org/W2969137881","https://openalex.org/W2969803584","https://openalex.org/W2972091177","https://openalex.org/W2995857731","https://openalex.org/W2996908373","https://openalex.org/W2998001956","https://openalex.org/W2999859167","https://openalex.org/W3012071297","https://openalex.org/W3015208637","https://openalex.org/W3016917677","https://openalex.org/W3019699200","https://openalex.org/W3025644747","https://openalex.org/W3041514386","https://openalex.org/W3043722953","https://openalex.org/W3045759163","https://openalex.org/W3082203814","https://openalex.org/W3083381505","https://openalex.org/W3085019648","https://openalex.org/W3089797261","https://openalex.org/W3092574188","https://openalex.org/W3092636865","https://openalex.org/W3093474228","https://openalex.org/W3096439292","https://openalex.org/W3097606365","https://openalex.org/W3101914811","https://openalex.org/W3108789059","https://openalex.org/W3123774481","https://openalex.org/W3132600597","https://openalex.org/W3134630562","https://openalex.org/W3136290375","https://openalex.org/W3152873337","https://openalex.org/W3155164967","https://openalex.org/W3160502397","https://openalex.org/W3169690479","https://openalex.org/W3185836854","https://openalex.org/W3191264553","https://openalex.org/W3194968660","https://openalex.org/W3197209125","https://openalex.org/W3198165922","https://openalex.org/W3206182290","https://openalex.org/W4200057733","https://openalex.org/W4200248118","https://openalex.org/W4200344160","https://openalex.org/W4200514241","https://openalex.org/W4210265037","https://openalex.org/W4213193000","https://openalex.org/W4225888012","https://openalex.org/W4238097005","https://openalex.org/W4280629276","https://openalex.org/W4283156344","https://openalex.org/W4283449938","https://openalex.org/W4300981526","https://openalex.org/W4309719957","https://openalex.org/W4366606856","https://openalex.org/W4382562080","https://openalex.org/W4385494581","https://openalex.org/W6784336647","https://openalex.org/W6795226587","https://openalex.org/W6807670614"],"related_works":["https://openalex.org/W4309070828","https://openalex.org/W2378735651","https://openalex.org/W2379696108","https://openalex.org/W1832814740","https://openalex.org/W2364720834","https://openalex.org/W2467746069","https://openalex.org/W3215618091","https://openalex.org/W2535559878","https://openalex.org/W2603089151","https://openalex.org/W2035231933"],"abstract_inverted_index":{"With":[0],"the":[1,8,43,51,63,154,163],"rapid":[2],"spread":[3],"of":[4,20,28,66,93,128,139,157],"mobile":[5,10,70,158,172],"devices":[6],"and":[7,39,50,85,88,114,148],"Internet,":[9],"interactive":[11,67,76,108,140,159,173,188],"video":[12,71,81,160,174],"advertising":[13,22,52,175],"has":[14],"become":[15],"an":[16,181],"increasingly":[17],"popular":[18],"means":[19],"accessing":[21],"information":[23],"for":[24,69,107,146,171,184],"a":[25,97,125,168],"large":[26],"number":[27],"users.":[29],"Interactive":[30,45],"narratives":[31,46,68,109],"are":[32],"advertisements":[33,117],"that":[34,103,176],"require":[35],"collaboration":[36],"between":[37],"consumers":[38],"designers":[40,150],"to":[41,152],"complete":[42],"story.":[44],"influence":[47],"marketing":[48],"impact":[49],"experience.":[53],"Building":[54],"on":[55,187],"previous":[56],"research,":[57],"this":[58],"study":[59,143],"delves":[60],"deeper":[61],"into":[62],"design":[64,105,132,169],"methods":[65,106,133],"advertisements.":[72],"We":[73],"developed":[74],"various":[75],"narrative":[77],"samples":[78,95],"by":[79],"controlling":[80],"quality":[82],"parameters,":[83],"content,":[84],"product":[86,120,129],"involvement,":[87,130],"then":[89],"measured":[90],"consumer":[91,137],"perceptions":[92,138],"these":[94],"in":[96,116],"laboratory":[98],"environment.":[99],"The":[100],"results":[101],"indicate":[102],"six":[104],"foster":[110],"positive":[111,136],"perceptions,":[112],"immersion,":[113],"satisfaction":[115],"with":[118,124],"low":[119],"involvement.":[121],"For":[122],"ads":[123],"high":[126],"degree":[127],"two":[131],"can":[134,177],"achieve":[135],"narratives.":[141,189],"This":[142],"offers":[144],"insights":[145],"businesses":[147],"interaction":[149],"aiming":[151],"advance":[153],"commercial":[155],"use":[156],"advertising.":[161],"At":[162],"same":[164],"time,":[165],"we":[166],"propose":[167],"method":[170],"also":[178],"serve":[179],"as":[180],"entry":[182],"point":[183],"theoretical":[185],"research":[186]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":4}],"updated_date":"2026-07-22T07:51:19.307946","created_date":"2025-10-10T00:00:00"}