Online Narrative Ads and its Impact on Face-book Users’ Engagement

Document Type : Original Article

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Faculty of Management and Technology Arab Academy for Science, Technology and Maritime Transport Alexandria Egypt

Abstract

FindingsThe results of our paper showed structuring online narrative ads for Facebook depends on four main dimensions ,online interactivity, entertainment elements of the ad , vividness, selfreferencing, which will consequently affect Facebook users’ engagement. It was found, that there is a relationship between all dimensions as well as significant impact on increasing online user’ engagement with the brand.
 Originality/value The main contribution of this paper is studying the Egyptian online narrative ads’ significant dimensions and how it can engage Facebook users’ with brands, thus affects their intentions to purchase. The empirical evidence suggests that if brands properly designed their online ads targeting Facebook users, they can fully utilise social media platforms to maximize their consumers’ engagement more than traditional forms of media

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