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Introduction:

Branded content has become an increasingly popular marketing strategy in recent years as brands seek to connect with consumers on a deeper level. One key aspect of successful branded content is the ability to transport consumers into the narrative of the brand, creating a sense of immersion and engagement that goes beyond traditional advertising. This concept, known as narrative transportation, has been studied in the context of entertainment and literature, but its role in branded content has not been extensively explored. This thesis aims to fill this gap by examining the role of narrative transportation in branded content and its impact on consumer attitudes and behaviors.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of study
1.3 Problem Statement
1.4 Objective of study
1.5 Limitation of study
1.6 Scope of study
1.7 Significance of study
1.8 Structure of the Thesis
1.9 Definition of terms

Chapter 2: Literature Review
2.1 Historical development of branded content
2.2 Narrative transportation in entertainment and literature
2.3 Theoretical frameworks for understanding narrative transportation
2.4 Effects of narrative transportation on cognitive processing
2.5 Impact of narrative transportation on brand attitudes
2.6 Role of emotions in narrative transportation
2.7 Factors influencing narrative transportation in branded content
2.8 Measurement and assessment of narrative transportation
2.9 Challenges and limitations in studying narrative transportation
2.10 Future directions in research on narrative transportation in branded content

Chapter 3: Research Methodology
3.1 Research design
3.2 Sampling and data collection
3.3 Measurement tools and instruments
3.4 Data analysis procedures
3.5 Ethical considerations
3.6 Pilot testing and validation
3.7 Limitations of the research methodology
3.8 Recommendations for future research

Chapter 4: Discussion of Findings
4.1 Overview of the findings
4.2 Analysis of the relationship between narrative transportation and brand attitudes
4.3 Impact of narrative transportation on purchase intentions
4.4 Role of emotions in narrative transportation
4.5 Comparison of narrative transportation across different types of branded content
4.6 Implications for marketers and practitioners
4.7 Theoretical implications and contributions to existing literature
4.8 Future research directions

Chapter 5: Conclusion and Summary
5.1 Summary of key findings
5.2 Contributions to the field
5.3 Practical implications for marketers
5.4 Recommendations for future research
5.5 Concluding remarks

Thesis Overview:

The role of narrative transportation in branded content is a crucial aspect of modern marketing strategies, as brands aim to create immersive and engaging experiences for consumers. This thesis aims to explore the concept of narrative transportation in the context of branded content, examining its impact on consumer attitudes and behaviors. The literature review will provide a comprehensive overview of existing research on narrative transportation and its implications for branded content. The research methodology section will outline the design, data collection methods, and analysis procedures used in the study. The discussion of findings will present the results of the research and analyze their implications for marketers and practitioners. The conclusion will summarize the key findings, discuss their contributions to the field, and suggest directions for future research in this area. Overall, this thesis will contribute to our understanding of how narrative transportation can be effectively utilized in branded content to enhance consumer engagement and drive brand loyalty.

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