A Study on the Influence Mechanism of Narrative Immersion in Brand-customized Short Dramas on Users' Advertising Avoidance: Taking the Co-branded Short Drama of Luckin Coffee and Duolingo as an Example

Zheyu Jin

doi:10.47297/wspciWSP2516-252726.20261003

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Volume 10, Issue 3

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A Study on the Influence Mechanism of Narrative Immersion in Brand-customized Short Dramas on Users' Advertising Avoidance: Taking the Co-branded Short Drama of Luckin Coffee and Duolingo as an Example
A Study on the Influence Mechanism of Narrative Immersion in Brand-customized Short Dramas on Users' Advertising Avoidance: Taking the Co-branded Short Drama of Luckin Coffee and Duolingo as an Example
Shanghai University of Political Science and Law, Broadcast &TV Journalism, Shanghai, 201701, China
Vol. 10, Issue 3, Pages: 127-132(2026)
Online First：07 August 2026，

Published：30 June 2026
DOI：10.47297/wspciWSP2516-252726.20261003
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Jin Zheyu.A Study on the Influence Mechanism of Narrative Immersion in Brand-customized Short Dramas on Users' Advertising Avoidance: Taking the Co-branded Short Drama of Luckin Coffee and Duolingo as an Example[J].Creativity and Innovation,2026,10(03):127-132.
DOI：

Jin Zheyu.A Study on the Influence Mechanism of Narrative Immersion in Brand-customized Short Dramas on Users' Advertising Avoidance: Taking the Co-branded Short Drama of Luckin Coffee and Duolingo as an Example[J].Creativity and Innovation,2026,10(03):127-132. DOI： 10.47297/wspciWSP2516-252726.20261003.

摘要

Abstract

Based on narrative delivery theory

this study selects co-branded short dramas as the research object and uses an experimental method to compare the differences in narrative immersion between traditional in-feed advertising and Brand-customized short dramas. It explores the influence mechanism of narrative immersion on users' advertising avoidance and the mediating role of brand attitude. The results show that the narrative immersion in brand-customized short dramas significantly and negatively inhibits advertising avoidance and positively shape brand attitude

with brand attitude exhibiting a mediating effect. This study expands the application scenarios of narrative delivery theory and provides theoretical and practical references for brand content marketing.

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references

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