Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=ujoa20 Journal of Advertising ISSN: 0091-3367 (Print) 1557-7805 (Online) Journal homepage: http://www.tandfonline.com/loi/ujoa20 Narrative Transportation and Paratextual Features of Social Media in Viral Advertising Yuri Seo, Xiaozhu Li, Yung Kyun Choi & Sukki Yoon To cite this article: Yuri Seo, Xiaozhu Li, Yung Kyun Choi & Sukki Yoon (2018): Narrative Transportation and Paratextual Features of Social Media in Viral Advertising, Journal of Advertising, DOI: 10.1080/00913367.2017.1405752 To link to this article: https://doi.org/10.1080/00913367.2017.1405752 Published online: 24 Jan 2018. Submit your article to this journal Article views: 20 View related articles View Crossmark data