Little empirical investigation has been made on mini‐films, an innovative online marketing technique of branded entertainment. This study intends to gain a deeper understanding of the advertising effectiveness of mini‐films. Employing a narrative persuasion research approach, an online survey with hyperlinks to a variety of real mini‐films was conducted to test the aggregate persuasive effectiveness of this marketing innovation. The results demonstrated that narrative transportation has a major influence on the attitude toward the mini‐film; the mini‐film attitude fully mediates the effect of narrative transportation to brand attitude, and subsequently to purchase intention. Furthermore, conceptualized as a normal consumer characteristic, the influence of fantasy proneness on the persuasive mechanism of this online advertising genre has also been under study. Empirical evidence showed that fantasy proneness has a positive influence on narrative transportation. This study has made a contribution to academics and practitioners alike for future research into branded entertainment. Copyright © 2014 John Wiley & Sons, Ltd.

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Based on the smart phone and 3G communication boom in recent years, mobile commerce has become increasingly popular. This study empirically investigated the continuance usage intention of m-commerce consumers. The proposed model is an extension of the expectation-confirmation model, with perceived quality as the antecedent variable of confirmation and perceived usefulness. This model employed three dimensions of perceived quality from DeLone and Mclean's IS success model. Survey data were collected from a sample of 406 m-commerce users and statistically analyzed using LISREL. Results show that perceived information, system, and service qualities all positively influence confirmation, whereas information and system qualities affect perceived usefulness. This study also validated ECM in the m-commerce context by showing that confirmation and perceived usefulness both have substantial influences on satisfaction, and in turn, affects continuance intention. The study draws attention to the importance of quality in retaining mobile commerce customers. Mobile commerce providers will benefit from our research results by knowing how to strengthen perceived qualities and increase customers' loyalty in the future.

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