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Transmedia Storytelling as a Corporate Communication Strategy and Its Effect on Corporate Culture
Abstract
In this study, transmedia storytelling is considered as a corporate communication instrument. The aim of the study is to question the impact of the use of transmedia storytelling in corporate communication on the corporate culture. The study, which uses literature analysis and case studies, emphasizes that concepts such as participation, collaboration, symmetrical communication, and dialogue play an important role in the formation of strong corporate cultures through transmedia storytelling in the new corporate communication scene created by new communication environments.
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