Catching Audiences’ Attention through Narrative Sensory Cues on Digital Distribution Platforms

Mengyao Fu, Bingqing Xiong, Eric T.K. Lim, Chee-Wee Tan, Weiquan Wang

Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review


Advances in information technologies have radically altered the methods of distributing information goods, which in turn gives rise to the growing prominence of digital storytelling as a means of promoting products to their targeted audience through multimedia. To this end, we attempt to disentangle the effects of narrative sensory cues (i.e., character identifiability and plot imageability) from digital stories on audiences’ visual attention from the theoretical lens of narrative transportation. To do so, we plan to advance a machine learning procedure to simulate audiences’ visual attention. Findings from this study hence offer an in-depth appreciation of the impact of digital storytelling on the diffusion of information goods.
Original languageEnglish
Title of host publicationPACIS 2021 Proceedings
EditorsDoug Vogel, Kathy Ning Shen, Pan Shan Ling, M.N. Ravishankar, Xi (Jacky) Zhang
Number of pages8
Place of PublicationAtlanta, GA
PublisherAssociation for Information Systems. AIS Electronic Library (AISeL)
Publication date2021
Article number488
Publication statusPublished - 2021
EventThe 25th Pacific Asia Conference on Information Systems. PACIS 2021 - Virtual
Duration: 12 Jul 202114 Jul 2021
Conference number: 25


ConferenceThe 25th Pacific Asia Conference on Information Systems. PACIS 2021
Internet address


  • Digital distribution
  • Digital storytelling
  • Narrative sensory cues
  • Visual attention

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