Transmedia Experience and Narrative Transportation

Maud Derbaix, Dominique Bourgeon-Renault (), Elodie Jarrier () and Christine Petr ()
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Maud Derbaix: Kedge BS - Kedge Business School
Dominique Bourgeon-Renault: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UB - Université de Bourgogne - UBFC - Université Bourgogne Franche-Comté [COMUE] - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Elodie Jarrier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Christine Petr: UBS - Université de Bretagne Sud

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Abstract: The aim of this research is to better understand the impact of transmedia storytelling on consumers' experiences in the cultural field (e.g., at a museum or heritage site). Transmedia storytelling refers to the interaction among different forms of media leading to convergence (telling a single story across multiple platforms and forms, namely, using digital technologies). This article discusses whether this multidimensionality of platforms enables a greater appropriation of the story and improves consumers' experience with the cultural object and whether the transmedia experience can lead to a positive attitude toward transmedia platforms and the cultural object.

Keywords: appropriation; transmedia storytelling; consumption experience; narrative transportation; immersion; transmédia; expérience de consommation; transport narratif; intention attitudinale (search for similar items in EconPapers)
Date: 2017
Note: View the original document on HAL open archive server: https://hal.science/hal-02139818v1
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Published in Journal of Marketing Trends, 2017, 4 (2), pp.39-48

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02139818

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