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How the transmedia narrative approach influences individuals in brand loyalty. An exploratory analysis of the impact the relationship between media producers, consumer, and brand in multi-platforms experience

Silva, Sarah Duarte (2020) How the transmedia narrative approach influences individuals in brand loyalty. An exploratory analysis of the impact the relationship between media producers, consumer, and brand in multi-platforms experience. Masters thesis, Dublin, National College of Ireland.

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Abstract

The objective of this article is to analyse the influence of transmedia narrative as a tool of brand loyalty across the consumer experience in multi-platforms through a qualitative exploratory study. In the scenario of media convergence, the role of the consumer is in the process of modification based on participative culture and collective intelligence, this consumer engages, generates content, demands a more interactive and multidirectional relationship. Therefore, companies need to adapt to this mediatic reality and implement tools such as transmedia storytelling in communication strategies to establish a connection and emotional connections through a multi platform experience. This study sought to understand the impacts and the ramifications of its effectiveness within branding strategies also to identify the key elements that contribute to making this tool both attractive and effective. Moreover, this dissertation becomes fundamental for the dissemination of the theme in the academic and professional environment, considering that the existing literature is relatively limited.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Marketing
Depositing User: Dan English
Date Deposited: 08 Feb 2021 16:51
Last Modified: 08 Feb 2021 16:51
URI: http://norma.ncirl.ie/id/eprint/4711

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