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Persuasive narrative advertisement generator: A microenterprise service innovation perspective

Author

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  • Soe-Tsyr Daphne Yuan

    (National Chengchi University)

  • Peng-Wei Chiu

    (National Chengchi University)

Abstract

In the era of the service economy, service innovation is a means to cope with fierce competition within a fast-changing industry. However, most microenterprises are at a competitive disadvantage in that they have limited resources and information for putting service innovation into their business practice. Owing to their inferior situation, microenterprises often do not think service innovation is related to them, nor do they have the bravery to engage their innovation endeavors. This paper presents a novel and automatic approach that can generate persuasive narrative advertisements in the form of customized motivation stories intended to encourage microenterprises to consider innovation just as the protagonist does in a story. This study adopts a three-act structure as the story framework and takes advantage of Story of Mind elements, service innovation types and microenterprise individual information as the story elements. Our approach and its information system uses Probabilistic Extended FSMs to model the story frameworks and the story elements. The approach proposed here has preliminary been justified through the observational and analytical evaluation method and is believed to shed light on the development of automated persuasive narrative communications for electronic services.

Suggested Citation

  • Soe-Tsyr Daphne Yuan & Peng-Wei Chiu, 2016. "Persuasive narrative advertisement generator: A microenterprise service innovation perspective," Information Systems Frontiers, Springer, vol. 18(3), pages 597-619, June.
    • Handle: RePEc:spr:infosf:v:18:y:2016:i:3:d:10.1007_s10796-015-9548-3
    DOI: 10.1007/s10796-015-9548-3
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    References listed on IDEAS

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    Cited by:

    1. E. Mitchell Church & Richelle L. Oakley, 2018. "Etsy and the long-tail: how microenterprises use hyper-differentiation in online handicraft marketplaces," Electronic Commerce Research, Springer, vol. 18(4), pages 883-898, December.

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