Via a 2 (narrative perspective) x 2 (audience comments) experiment (N=182), the present study examined how patient influencers’ illness narrative perspective in their sponsored posts of prescription drug ads predicts eWOM intention through transportation and parasocial interaction (PSI). Narrative perspective had main effects on the transportation, suggesting that first-person narrative perspective greatly enhances transportation experience. A serial mediation model tested the mediating role of both transportation and PSI. A full mediation model suggested that first-person perspective (vs. third-person) illness narrative in a patient influencers’ prescription device promotion on Instagram significantly predicted transportation, which then increased PSI with influencers to positively affect eWOM. Thus, influencers’ first-person voice in the illness disclosure helps facilitate eWOM intention through narrative transportation and PSI. Transportation experience specifically serves a solo mediator as well, which highlights the impact of storytelling in patient prescription drug promotion on Instagram.
Author(s): Hyosun Kim (Indiana State University)
Friday March 19, 2021 4:30pm - 6:00pm EDT
Palm Room
