Audience Participation and “Learning” Transmedia Storytelling

Karen E. Sutherland () and Richie Barker ()
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Karen E. Sutherland: University of the Sunshine Coast
Richie Barker: Deakin University

Chapter Chapter 6 in Transmedia Brand Storytelling, 2023, pp 103-123 from Springer

Abstract: Abstract This chapter concentrates on how brand storytellers motivate audiences to engage in a cohesive brand narrative told across platforms. This chapter presents findings on how practitioners have learned how to plan and create this emerging form of brand communication and if they apply any formal theories in practice. And lastly, the chapter considers what interviewees wished they knew at the start of their journeys as brand storytellers to draw out key themes on the triumphs and challenges of those who make these campaigns.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_6

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DOI: 10.1007/978-981-99-4001-1_6

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