Practitioner Perceptions of 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 4 in Transmedia Brand Storytelling, 2023, pp 63-80 from Springer

Abstract: Abstract This chapter begins our analysis of practitioner perceptions and experiences of transmedia storytelling in brand communication contexts. Our analysis of survey data and in-depth interviews allows us to understand the terms used (and the extent thereof) in everyday practice. Next, the chapter identifies reasons why social storytelling across platforms has emerged as a core practice and the benefits of the strategy. Our consideration of the “why” of transmedia storytelling highlights the central goal of achieving an emotional connection with audiences.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_4

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DOI: 10.1007/978-981-99-4001-1_4

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