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What is Multi-Platform Storytelling

Chapter 16
Handbook of Research on Narrative Advertising
An execution technique for narrative advertising that employs a variety of media platforms (such as traditional advertising media, social media, virtual reality, augmented reality, etc.) to tell a brand’s story.
Published in Chapter:
Narrative Adverting and Multi-Platform Storytelling: A Critical Review of Current Literature and Best Campaign Practices
Kenneth C. C. Yang (The University of Texas at El Paso, USA) and Yowei Kang (National Taiwan Ocean University, Taiwan)
Copyright: © 2019 |Pages: 19
DOI: 10.4018/978-1-5225-9790-2.ch016
Abstract
Narrative advertising has emerged as a popular advertising practice to communicate an authentic and engaging brand story. New media platforms such as YouTube and video advertising have allowed advertisers and marketers to tell longer brand stories. Scholars have attempted to explain the effectiveness of narrative advertising and storytelling execution through narrative transportation or self-referencing perspective. This chapter employs a combination of critical literature review and a case study approach. This book chapter provides an assessment of current practices and theoretical explorations in narrative advertising. The authors conclude this chapter by providing two best practices in narrative advertising to explain this popular advertising practice and explore its implications for the advertising and marketing communications industry.
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