@article{article_781484, title={An Empirical Approach on Pre-roll Advertising through Narrative Ads and FoMO}, journal={Akdeniz Üniversitesi İletişim Fakültesi Dergisi}, pages={309–337}, year={2020}, DOI={10.31123/akil.781484}, author={Çam, Mehmet Safa}, keywords={Öyküleyici reklamlar, FoMO, Pre-roll Reklamcılık}, abstract={The narrative impact has long been studied in the marketing communication discipline and associated with different advertising topics. In this context, the present study aims to explore connections among narrative ads, intrusiveness perception, and skipping behavior within the scope of digital video advertising. Besides, fear of missing out (FoMO), which is predicted to be related to the mentioned pre-roll advertising factors was included as another independent variable in the research process. Thus, the connections of narrative ads and FoMO with pre-roll advertising were compared. An experimental design was conducted to test research hypotheses, and data were collected through within-subjects repeated measures procedure. While the findings supported the impact of narrative ads on advertising avoidance, no significant correlation of FoMO with skipping habit has been reported.}, number={34}, publisher={Akdeniz Üniversitesi}