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Transmedia brand storytelling : immersive experiences from theory to practice

This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia storytelling and its practical application through survey and interview data from creatives, marketing, advertising and public relations practitioners. The final section analyzes contemporary campaigns from various countries and proposes a Transmedia Brand Storytelling Model for Practice, based on primary and secondary research data. The book aims to better understand and communicate the real-world opportunities and barriers to producing transmedia brand storytelling campaigns for practitioners.

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Detail Information

Series Title

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Call Number

658.827 Sut t

Publisher

Singapore : Palgrave Macmillan., 2023

Collation

281 p. ; 22 cm.

Language

ISBN/ISSN

9789819940004

Classification

658.827

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Branding
Storytelling
Branding (Marketing)

Specific Detail Info

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Statement of Responsibility

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