TY  - GEN
N2  - 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.
DO  - 10.1007/978-981-99-4001-1
DO  - doi
AB  - 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.
T1  - Transmedia brand storytelling :immersive experiences from theory to practice /
AU  - Sutherland, Karen,
AU  - Barker, Richie,
CN  - HF5415.1255
ID  - 1482415
KW  - Stratégie de marque.
KW  - Art de conter.
KW  - Branding (Marketing)
KW  - Storytelling.
SN  - 9789819940011
SN  - 981994001X
TI  - Transmedia brand storytelling :immersive experiences from theory to practice /
LK  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-981-99-4001-1
UR  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-981-99-4001-1
ER  -