The Marketer as Storyteller: Transmedia Marketing in a Participatory Culture

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Author(s): Tuğba Özbölük (Bozok University, Turkey)
Copyright: 2019
Pages: 21
Source title: Handbook of Research on Transmedia Storytelling and Narrative Strategies
Source Author(s)/Editor(s): Recep Yılmaz (Ondokuz Mayıs University, Turkey), M. Nur Erdem (Ondokuz Mayıs University, Turkey)and Filiz Resuloğlu (Kocaeli University, Turkey)
DOI: 10.4018/978-1-5225-5357-1.ch016

Keywords: Digital Humanities / Information Science Reference / Media & Communications

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Abstract

Marketers are trying to find new ways to communicate with their customers and adapt rapidly changing consumer behavior which requires implementing new communication techniques. One of these techniques, brand storytelling is evolving to transmedia storytelling or transmedia marketing in a participatory culture. Despite the continuous interest of researchers in transmedia storytelling, few researchers have studied the concept from a marketing point of view. Therefore, this chapter focuses on the concept in a market-oriented context and offers insights on how to use transmedia storytelling in marketing and suggest some marketing strategies to attract transmedia customers.

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