Mini-film advertising and digital brand engagement: the moderating effects of drama and lecture

Mini-film advertising (MA) uses narratives to deliver hidden brand messages in 3- to 10-min online videos. It addresses online users to gain their attention and to build brand exposure on the internet. The current study investigates experimentally the effects of MA on consumer digital engagement. The findings demonstrate that digital engagement increases when the narrative (drama) and factual (lecture) qualities of content are high. The results indicate that factual information can be successfully communicated, if it is integrated into a dramatic storyline. These effects can be explained by the similarity-identification process: Lecture content in MA has a greater effect on digital engagement when involvement with characters increases. The findings contribute to the understanding of branded entertainment and digital engagement. They also have implications for advertisers.