@article{1482415,
      author = {Sutherland, Karen, and Barker, Richie,},
      url = {http://library.usi.edu/record/1482415},
      title = {Transmedia brand storytelling : immersive experiences from  theory to practice /},
      abstract = {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.},
      doi = {https://doi.org/10.1007/978-981-99-4001-1},
      recid = {1482415},
      pages = {1 online resource (xiii, 281 pages) :},
}