Transmedia brand storytelling: immersive experiences from theory to practice
Auteur :
Sutherland, Karen E. / Barker, Richie
Éditeur :
Springer Verlag, Singapore
ISBN :
9789819940004
Date de publication :
5 oct. 2023
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Singapour
This book presents new global research on transmedia storytelling as a form of brand communication. 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.