Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies (Hardcover)

As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium's methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.

General

Imprint:	Business Science Reference
Country of origin:	United States
Release date:	April 2020
Authors:	Victor Hernandez-Santaolalla • Monica Barrientos-Bueno
Dimensions:	279 x 216 x 27mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	457
ISBN-13:	978-1-79983-119-8
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising Books > Business & Economics > Industry & industrial studies > Distributive industries > Retail sector
LSN:	1-79983-119-1
Barcode:	9781799831198

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