Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies

Víctor Hernández-Santaolalla (University of Seville, Spain) and Mónica Barrientos-Bueno (University of Seville, Spain)
Release Date: April, 2020|Copyright: © 2020 |Pages: 457
DOI: 10.4018/978-1-7998-3119-8
ISBN13: 9781799831198|ISBN10: 1799831191|EISBN13: 9781799831204
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Description & Coverage
Description:

As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood.

Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Augmented Reality
  • Business Models
  • Digital Marketing
  • Digital Narrative
  • Hybridization
  • Online Advertising
  • Online Engagement
  • Promotion Strategies
  • Prosumers and Influencers
  • Second Screen Content
  • Social Media
  • Transmedia Advertising
  • Video Game Narratives
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