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Transmedia marketing: strengthening multiplatform user participation through storytelling
Umeå University, Faculty of Social Sciences, Department of Informatics.
Umeå University, Faculty of Social Sciences, Department of Informatics.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The term transmedia storytelling describes an interactive narrative that exists in multiple platforms. This phenomenon allows active audience participation as a part of the narrative creation process. Part of the prior research on transmedia focuses on how to create a transmedia narrative. However there is a dearth of literature examining the merit that transmedia narratives create in Marketing. In order to answer the research question “How can transmedia storytelling be used to create value in marketing?” we conducted a multiple case study research in which we examined four marketing campaigns to reveal the transmedia elements in them. Using the approach of qualitative content analysis we applied a structured method according which we collected and ­­analysed the data from these campaigns. Our findings suggest that creating audience participation through transmedia storytelling in marketing campaigns for movies, products and services can be beneficial. By using different media, platforms and stimulating user participation, concepts such as brand extension and brand awareness are introduced to the audience with an alternative way. The aim of this thesis is to illustrate several ways of how transmedia can be a valuable asset to a marketing campaign through storytelling.

Place, publisher, year, edition, pages
2014. , 34 p.
Informatik Student Paper Master (INFSPM), 2014.21
Keyword [en]
Transmedia, Storytelling, Marketing, Entertainment, User participation
National Category
Information Systems Other Computer and Information Science
URN: urn:nbn:se:umu:diva-90349OAI: diva2:727294
Educational program
Master's Programme in IT Management
Available from: 2014-06-19 Created: 2014-06-19 Last updated: 2014-06-25Bibliographically approved

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