Transmedia Brand Storytelling—Immersive Campaign Experiences from Theory to Practice

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

Chapter Chapter 1 in Transmedia Brand Storytelling, 2023, pp 1-15 from Springer

Abstract: Abstract This first chapter provides readers with a map of what to expect throughout the book. Each chapter is summarised below to provide readers with a preview of key elements presented in our analysis of the theory and practice of transmedia storytelling in brand communication contexts.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_1

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DOI: 10.1007/978-981-99-4001-1_1

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