What is Transmedia Brand 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 2 in Transmedia Brand Storytelling, 2023, pp 19-35 from Springer

Abstract: Abstract This chapter explores the origins of transmedia branding with a focus on its emergence in the entertainment industries, definitions of the concept in brand communication contexts and articulations of the construct’s benefits in the contemporary media landscape. Our analysis of perspectives offered by scholarly researchers in this realm enables our development of an evolved definition for the concept under the name “transmedia brand storytelling”.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_2

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DOI: 10.1007/978-981-99-4001-1_2

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