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Transmedia Storytelling as a Branding Strategy Through Neuromarketing

Transmedia Storytelling as a Branding Strategy Through Neuromarketing

Ayca Oralkan
Copyright: © 2019 |Pages: 22
ISBN13: 9781522553571|ISBN10: 1522553576|EISBN13: 9781522553588
DOI: 10.4018/978-1-5225-5357-1.ch019
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MLA

Oralkan, Ayca. "Transmedia Storytelling as a Branding Strategy Through Neuromarketing." Handbook of Research on Transmedia Storytelling and Narrative Strategies, edited by Recep Yılmaz, et al., IGI Global, 2019, pp. 373-394. https://doi.org/10.4018/978-1-5225-5357-1.ch019

APA

Oralkan, A. (2019). Transmedia Storytelling as a Branding Strategy Through Neuromarketing. In R. Yılmaz, M. Erdem, & F. Resuloğlu (Eds.), Handbook of Research on Transmedia Storytelling and Narrative Strategies (pp. 373-394). IGI Global. https://doi.org/10.4018/978-1-5225-5357-1.ch019

Chicago

Oralkan, Ayca. "Transmedia Storytelling as a Branding Strategy Through Neuromarketing." In Handbook of Research on Transmedia Storytelling and Narrative Strategies, edited by Recep Yılmaz, M. Nur Erdem, and Filiz Resuloğlu, 373-394. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-5357-1.ch019

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Abstract

Branding is a perceptual bridge between past customer satisfaction and customer expectations towards potential future experiences. The perception of a company is generated by this branding process through emotional expressions of its entity. In order for particular brand information to get noticed among other products, the message has to be well-designed. Neuroscience focuses on this sensory processing by the way the customers receive messages and the way they turn them into behavioral responses. In accordance with this purpose, an effective transmedia storytelling strategy has the potential to provide maximum customer engagement. Transmedia storytelling is an experience of collective intelligence with an immense potential of creating a center of attraction through message content, enabling the participants with similar interests and thoughts to come together by virtue of interactive communication platforms.

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