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Audience Participation and “Learning” Transmedia Storytelling

In: Transmedia Brand Storytelling

Author

Listed:
  • Karen E. Sutherland

    (University of the Sunshine Coast)

  • Richie Barker

    (Deakin University)

Abstract

This chapter concentrates on how brand storytellers motivate audiences to engage in a cohesive brand narrative told across platforms. This chapter presents findings on how practitioners have learned how to plan and create this emerging form of brand communication and if they apply any formal theories in practice. And lastly, the chapter considers what interviewees wished they knew at the start of their journeys as brand storytellers to draw out key themes on the triumphs and challenges of those who make these campaigns.

Suggested Citation

  • Karen E. Sutherland & Richie Barker, 2023. "Audience Participation and “Learning” Transmedia Storytelling," Springer Books, in: Transmedia Brand Storytelling, chapter 0, pages 103-123, Springer.
    • Handle: RePEc:spr:sprchp:978-981-99-4001-1_6
    DOI: 10.1007/978-981-99-4001-1_6
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