Handbook of research on transmedia storytelling, audience engagement, and business strategies
Advances in business strategy and competitive advantage./ [edited by] Víctor Hernández-Santaolalla, Mónica Barrientos-Bueno.

Barrientos Bueno Mónica; Hernández-Santaolalla Víctor

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dc.contributor.author	Hernández-Santaolalla Víctor
dc.contributor.author	Barrientos Bueno Mónica
dc.date.accessioned	2024-01-29T21:43:13Z
dc.date.available	2024-01-29T21:43:13Z
dc.date.issued	2020
dc.identifier.citation	Handbook of research on transmedia storytelling, audience engagement, and business strategies Advances in business strategy and competitive advantage. - 1 online resource (xxviii, 457 pages) - URL: https://libweb.kpfu.ru/ebsco/pdf/2451182.pdf
dc.identifier.isbn	9781799831204
dc.identifier.isbn	1799831205
dc.identifier.isbn	9781799831211
dc.identifier.isbn	1799831213
dc.identifier.uri	https://dspace.kpfu.ru/xmlui/handle/net/179821
dc.description	Includes bibliographical references and index.
dc.description.abstract	"This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"--
dc.description.tableofcontents	Section 1. Digital narratives. Chapter 1. The aesthetic of new media and communication devices in film and television language ; Chapter 2. Televised sporting events: applications of second screens ; Chapter 3. The mirror effect and the transparent city in audio-visual non-dramatic fiction: comedic autofiction on television ; Chapter 4. The handmaid's tale (2017) or hulu's major investment in great storytelling ; Chapter 5. Audience engagement and transmedia adaptation: the case of the Lizzie Bennet diaries ; Chapter 6. Apichatpong Weerasethakul's primitive as a model of an expanded narrative ; Chapter 7. Augmented reality and franchising: the evolution of media mix through invizimals ; Chapter 8. The poetics of videogames: the logic of sense and meaning in the Videoludic discourse ; Chapter 9. An epistemology of the event for the digital media: from Lewis Carroll to Elsagate -- Section 2. Social media, marketing online, and digital promotion strategies. Chapter 10. Symbolic consumption in the online world: the construction of social identity and fashion influencers ; Chapter 11. The book trailer as a publishing house promotional tool: current situation of publishers in Spain ; Chapter 12. The role of prosumers in the interactive and digital processes of public relations: the organisation of events and influencers as the new emerging stakeholder ; Chapter 13. Lux radio theatre: radio, film, and advertising a fortunate encounter ; Chapter 14. 360 video as an opportunity for the inclusion of product placement ; Chapter 15. Branded content: analysis of case studies and measurement of its effectiveness using neuromarketing techniques ; Chapter 16. An approach to motivation research from advertising strategy: from freud to the iconic brand -- Section 3. Political communication. Chapter 17. "A narrative of impending tyranny": ideological extremism and internet use in the tea party movement ; Chapter 18. The social media politicians: personalisation, authenticity, and memes ; Chapter 19. Electoral propaganda through televised fiction: the online communication during 2019 Spanish general elections ; Chapter 20. Post-truths and fake news in disinformation contexts: the case of Venezuela ; Chapter 21. The use and management of public information in social media: a case study of town and city councils throughout andalusia on Twitter, Facebook, and YouTube -- Section 4. Business models: netflix as paradigm. Chapter 22. Content bubbles: how platforms filter what we see ; Chapter 23. Netflix in Spain, Spain in Netflix ; Chapter 24. An analysis of netflix españa campaigns: paquita salas case study ; Chapter 25. The expanded story from transmedia as a business model: the case of stranger things.
dc.language	English
dc.language.iso	en
dc.relation.ispartofseries	Advances in business strategy and competitive advantage (ABSCA) book series
dc.relation.ispartofseries	Advances in business strategy and competitive advantage.
dc.subject.other	Internet advertising.
dc.subject.other	Digital storytelling.
dc.subject.other	Marketing -- Social aspects.
dc.subject.other	Product placement in mass media.
dc.subject.other	Digital storytelling.
dc.subject.other	Internet advertising.
dc.subject.other	Marketing -- Social aspects.
dc.subject.other	Product placement in mass media.
dc.subject.other	Electronic books.
dc.title	Handbook of research on transmedia storytelling, audience engagement, and business strategies Advances in business strategy and competitive advantage./ [edited by] Víctor Hernández-Santaolalla, Mónica Barrientos-Bueno.
dc.type	Book
dc.description.pages	1 online resource (xxviii, 457 pages)
dc.collection	Электронно-библиотечные системы
dc.source.id	EN05CEBSCO05C549