Evaluating Transmedia Brand Storytelling Experiences

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

Chapter Chapter 7 in Transmedia Brand Storytelling, 2023, pp 125-148 from Springer

Abstract: Abstract This chapter presents and critiques a range of transmedia storytelling campaign evaluation approaches identified within the literature. The chapter begins by providing readers with a detailed explanation of the complex nature of campaign evaluation that extends much further than traditional campaign goal and objective performance measurement and the collection and analysis of platform vanity metrics. Accurate evaluation of transmedia branding and immersive audience experiences requires careful monitoring of the audience journey across platforms and recording of co-creation and prosumer activities. The purpose of this chapter is to identify similarities and discrepancies between theoretical evaluation methods and contemporary industry practice.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-4001-1_7

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DOI: 10.1007/978-981-99-4001-1_7

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