請用此 Handle URI 來引用此文件：
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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 堯里昂 | zh_TW |
| dc.contributor.advisor | Leon van Jaarsveldt | en |
| dc.contributor.author | 湛凱婷 | zh_TW |
| dc.contributor.author | Kai-Ting Chan | en |
| dc.date.accessioned | 2025-02-21T16:15:16Z | - |
| dc.date.available | 2025-02-22 | - |
| dc.date.copyright | 2025-02-21 | - |
| dc.date.issued | 2024 | - |
| dc.date.submitted | 2024-12-19 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/96721 | - |
| dc.description.abstract | none | zh_TW |
| dc.description.abstract | Traditionally, the toy brick market targets younger consumers. However, the Danish company Lego Group has expanded its target consumers to adults. It found considerable success as Lego sets designed for adults “Adults Welcome” increased yearly. It is insightful to analyze how Lego Group expands its consumer segmentation. This case study aims to understand the effectiveness of Lego’s short advertising videos targeting adults. Drawing from transportation theory and the Transportation-Imagery Model (TIM), the study modified TIM to fit into the context of Lego video ads. The modified model identified three storytelling elements: narrative ad structure, identifiable characters, and imaginable plot. How these three antecedents affect narrative transportation, in turn, affects Lego’s brand experience. The study used mixed method research: the quantitative part deployed PLS-SEM to analyze 141 questionnaire responses; the qualitative part was done by conducting interviews with seven interviewees. Of the three antecedents, narrative transportation had the strongest relationship with identifiable characters while the weakest with narrative ad structure. Narrative transportation also had a strong relationship with brand experience. From there, the research suggested five points for Lego to explore further: 1) Instead of structuring Lego ads as stories, the flow is more important. 2) Besides identifiable characters, the ads could focus on creating relatable situations and actions by the characters. 3) Display complete Lego sets in the ads could stimulate users’ senses and eagerness. 4) Lego could consider incorporating other Lego products in their ads. 5) Lego could create ad stories based on product themes. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-02-21T16:15:16Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-02-21T16:15:16Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | Acknowledgment I
Abstract II Table of Contents III Chapter 1: Introduction 1 1.1 Research Background 1 1.2 Importance & Significance of the Research 2 1.3 Objective of the Research 2 Chapter 2: Literature Review 4 2.1 Digital Marketing 4 2.1.1 Digital Storytelling 4 2.1.2 Brand Storytelling 5 2.1.3 Narrative Marketing 5 2.2 Content Marketing: From Specific Products to Brand Development 6 2.3 Drivers of Effective Digital Content Marketing 6 2.4 Transportation Theory 7 2.4.1 Storytelling Advertising 8 2.4.2 Relationship Between Narrative Transportation and Brand Experience 9 2.5 Theoretical Framework 10 2.5.1 Transportation-Imagery Model (TIM) 10 2.5.2 Conceptual Framework 11 2.6 Narrative Transportation Antecedents: Storytelling Variables 12 2.6.1 Narrative Ad Structure 12 2.6.2 Identifiable Characters 13 2.6.3 Imaginable Plot 13 2.7 Narrative Transportation Consequence: Brand Experience 14 Chapter 3: Methodology 15 3.1 Research Design 15 3.1.1 Research Method: Mixed-Method Research (Quantitative) 15 3.1.2 Research Method: Mixed-Method Research (Qualitative) 16 3.2 Research Process 17 3.2.1 Pilot Study for Survey 17 3.2.2 Survey Instrument Items and Sources 19 3.3 Data Collection 20 3.4 Descriptive Analysis 20 Chapter 4: Research Finding 23 4.1 PLS-SEM Model Assessment 23 4.1.1 Measurement Model Assessment (Outer Model) 23 4.1.2 Structural Model Assessment (Inner Model) 24 4.2 PLS-SEM Model Analysis 24 4.2.1 Measurement Model Analysis (Outer Model) 24 4.2.2 Multi-Collinearity Assessment 27 4.2.3 Structural Model Analysis (Inner Model) 27 4.2.4 Coefficient of Determination (R2) and Path Coefficient 28 4.3 Relationship Findings Between Narrative Transportation, the Three Antecedents, and One Consequence 30 4.3.1 Findings for Narrative Ad Structure in Relation to Narrative Transportation 30 4.3.2 Findings for Identifiable Characters in Relation to Narrative Transportation 31 4.3.3 Findings for Imaginable Plot in Relation to Narrative Transportation 32 4.3.4 Findings for Narrative Transportation in Relation to Brand Experience 32 Chapter 5: Recommendation 34 Chapter 6: Conclusion, Limitations & Further Study 36 6.1 Conclusion 36 6.2 Limitations & Further Study 36 References 38 Appendix A 42 Lego "Adults Welcome" Video Ads and Their Storytelling Effectiveness 樂高的廣告故事可 以成功吸引成年人嗎? Appendix B 46 Quotes for Qualitative Interview | - |
| dc.language.iso | en | - |
| dc.subject | Brand Experience | zh_TW |
| dc.subject | Transportation Theory | zh_TW |
| dc.subject | Social Media Content Marketing | zh_TW |
| dc.subject | Storytelling Advertisement | zh_TW |
| dc.subject | Lego | zh_TW |
| dc.subject | Brand Experience | en |
| dc.subject | Lego | en |
| dc.subject | Social Media Content Marketing | en |
| dc.subject | Storytelling Advertisement | en |
| dc.subject | Transportation Theory | en |
| dc.title | 歡迎大人：探討樂高廣告的故事性成效 | zh_TW |
| dc.title | Adults Welcome: Exploring Storytelling Effectiveness in Lego Ads | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-1 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 林嘉薇;劉心才 | zh_TW |
| dc.contributor.oralexamcommittee | Chia-Wei Lin;Hsin-Tsai Liu | en |
| dc.subject.keyword | Lego,Social Media Content Marketing,Storytelling Advertisement,Transportation Theory,Brand Experience, | zh_TW |
| dc.subject.keyword | Lego,Social Media Content Marketing,Storytelling Advertisement,Transportation Theory,Brand Experience, | en |
| dc.relation.page | 49 | - |
| dc.identifier.doi | 10.6342/NTU202404749 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2024-12-20 | - |
| dc.contributor.author-college | 管理學院 | - |
| dc.contributor.author-dept | 企業管理碩士專班 | - |
| dc.date.embargo-lift | 2025-02-22 | - |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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| ntu-113-1.pdf | 1.31 MB | Adobe PDF | 檢視/開啟 |
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