Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies
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Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies
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Author : Hernández-Santaolalla, Víctor
language : en
Publisher: IGI Global
Release Date : 2020-04-24
Handbook Of Research On Transmedia Storytelling Audience Engagement And Business Strategies written by Hernández-Santaolalla, Víctor and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-24 with Business & Economics categories.
As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
Handbook Of Research On Transmedia Storytelling And Narrative Strategies
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Author : Y?lmaz, Recep
language : en
Publisher: IGI Global
Release Date : 2018-07-06
Handbook Of Research On Transmedia Storytelling And Narrative Strategies written by Y?lmaz, Recep and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-07-06 with Social Science categories.
Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a unified and coordinated entertainment experience. This process and its narrative models have had an increasing influence on the academic world in addressing both theoretical and practical dimensions of transmedia storytelling. The Handbook of Research on Transmedia Storytelling and Narrative Strategies is a critical scholarly resource that explores the connections between consumers of media content and information parts that come from multimedia platforms, as well as the concepts of narration and narrative styles. Featuring coverage on a wide range of topics such as augmented reality, digital society, and marketing strategies, this book explores narration as a method of relating to consumers. This book is ideal for advertising professionals, creative directors, academicians, scriptwriters, researchers, and upper-level graduate students seeking current research on narrative marketing strategies.
Handbook Of Research On Contemporary Storytelling Methods Across New Media And Disciplines
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Author : Mih?e?, Lorena Clara
language : en
Publisher: IGI Global
Release Date : 2021-01-15
Handbook Of Research On Contemporary Storytelling Methods Across New Media And Disciplines written by Mih?e?, Lorena Clara and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-15 with Language Arts & Disciplines categories.
Stories are everywhere around us, from the ads on TV or music video clips to the more sophisticated stories told by books or movies. Everything comes wrapped in a story, and the means employed to weave the narrative thread are just as important as the story itself. In this context, there is a need to understand the role storytelling plays in contemporary society, which has changed drastically in recent decades. Modern global society is no longer exclusively dominated by the time-tested narrative media such as literature or films because new media such as videogames or social platforms have changed the way we understand, create, and replicate stories. The Handbook of Research on Contemporary Storytelling Methods Across New Media and Disciplines is a comprehensive reference book that provides the relevant theoretical framework that concerns storytelling in modern society, as well as the newest and most varied analyses and case studies in the field. The chapters of this extensive volume follow the construction and interpretation of stories across a plethora of contemporary media and disciplines. By bringing together radical forms of storytelling in traditional disciplines and methods of telling stories across newer media, this book intersects themes that include interactive storytelling and narrative theory across advertisements, social media, and knowledge-sharing platforms, among others. It is targeted towards professionals, researchers, and students working or studying in the fields of narratology, literature, media studies, marketing and communication, anthropology, religion, or film studies. Moreover, for interested executives and entrepreneurs or prospective influencers, the chapters dedicated to marketing and social media may also provide insights into both the theoretical and the practical aspects of harnessing the power of storytelling in order to create a cohesive and impactful online image.
Global Perspectives On The Strategic Role Of Marketing Information Systems
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Author : Medina-Quintero, Jose Melchor
language : en
Publisher: IGI Global
Release Date : 2023-05-08
Global Perspectives On The Strategic Role Of Marketing Information Systems written by Medina-Quintero, Jose Melchor and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-08 with Business & Economics categories.
A level of decision making is concerned with deciding the organizations objectives, resources, and policies. A significant problem at this decision-making level is predicting the organizations future and its environment as well as matching the organizations characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.
Handbook Of Research On Entrepreneurship Development And Opportunities In Circular Economy
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Author : Baporikar, Neeta
language : en
Publisher: IGI Global
Release Date : 2020-06-26
Handbook Of Research On Entrepreneurship Development And Opportunities In Circular Economy written by Baporikar, Neeta and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-06-26 with Business & Economics categories.
With the need for sustainability, a focus on developing an economic system that aims at minimizing waste, commonly referred to as the circular economy, is emerging. Circular economy and studies related to it have gained worldwide attention, as it seems to be an effective alternative economic system. Naturally, the circular economy will impact enterprises and will shift how entrepreneurship development and entrepreneurial opportunities are perceived, developed, and resourced. The Handbook of Research on Entrepreneurship Development and Opportunities in Circular Economy is a collection of pioneering research that advances the understanding of entrepreneurship development, identifies the opportunities, and manages the entrepreneurship development, policies, and programs in order to further a circular economy. In addition to entrepreneurship development and entrepreneurial opportunities, the book will cover and discuss a number of other factors necessary for a successful transformation, such as entrepreneurship and innovation, entrepreneurship and change, and entrepreneurship education. While highlighting topics including consumer consumption, knowledge management, and linear economics, this book is ideally designed for entrepreneurs, small business owners, managers, consultants, organization development specialists, policymakers, researchers, industry experts, academicians, and students.
Handbook Of Research On Driving Industrial Competitiveness With Innovative Design Principles
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Author : Farinha, Luís
language : en
Publisher: IGI Global
Release Date : 2020-05-29
Handbook Of Research On Driving Industrial Competitiveness With Innovative Design Principles written by Farinha, Luís and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-29 with Business & Economics categories.
Industry and academia should capture significant value through adopting design-led innovation to improve opportunities for success. Skills and capabilities should serve as a basis for adopting new breakthroughs in design-driven innovation. The development of an infrastructure and centers of excellence with the capacity to respond to new market needs, combined with enhanced networking capabilities, will allow companies to be more innovative and competitive. The Handbook of Research on Driving Industrial Competitiveness With Innovative Design Principles is an essential publication that focuses on the relationship between innovation and competitiveness in business. Featuring coverage on a broad range of topics including open innovation, business incubators, and competitiveness dynamics, this book is ideally designed for entrepreneurs, government officials, executives, managers, investors, policymakers, researchers, academicians, and students interested in furthering their knowledge of pertinent topics on product design and commercialization, new models for academia-industry partnerships, and regional entrepreneurial ecosystems based on design principles.
Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape
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Author : Miguélez-Juan, Blanca
language : en
Publisher: IGI Global
Release Date : 2023-01-09
Handbook Of Research On The Future Of Advertising And Brands In The New Entertainment Landscape written by Miguélez-Juan, Blanca and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-09 with Business & Economics categories.
In a globalized world full of noise, brands are constantly launching messages through different channels. For the last two decades, brands, marketers, and creatives have faced the difficult task of reaching those individuals who do not want to watch or listen to what they are trying to tell them. By producing fewer ads or making them louder or more striking, more brands and communications professionals are not going to get those people to pay more attention to their messages; they will only want to avoid advertising in all media. The Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape provides a theoretical, reflective, and empirical perspective on branded content and branded entertainment in relation to audience engagement. It reviews different cases about branded content to address the dramatic change that brands and conventional advertising are facing short term. Covering topics such as branded content measurement tools, digital entertainment culture, and government storytelling, this major reference work is an excellent resource for marketers, advertising agencies, brand managers, business leaders and managers, communications professionals, government officials, non-profit organizations, students and educators of higher education, academic libraries, researchers, and academicians.
Global Politics Political Participation And The Rise Of Nationalism Emerging Research And Opportunities
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Author : Stacey, Emily
language : en
Publisher: IGI Global
Release Date : 2021-01-08
Global Politics Political Participation And The Rise Of Nationalism Emerging Research And Opportunities written by Stacey, Emily and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-08 with Political Science categories.
Nationalist movements remain a force in contemporary American politics, regardless of political party. Recently, social issues have moved to the forefront of American society, and civilian participation in activism is at an all time high. The nationalism that the world started to experience pre-2016, but much more intently post-2016, has impacted international alliances, global strategies, and threatened the fragile stability that had been established in the post-September 11th world. Major political events in more recent times, such as the American election, have brought social issues into stark focus along with placing a spotlight on politics and nationalism in general. Thus, there is an updated need for research on the most current advances and information on nationalism, social movements, and activism in modern times. Global Politics, Political Participation, and the Rise of Nationalism: Emerging Research and Opportunities discusses the ways in which nationalism and nationalist ideologies have permeated throughout America and the international community. This work considers the rise of neo-nationalism stemming from the Tea Party in the United States, Brexit and the era of the Tory Divorce from Europe, contemporary electoral politics that are helping in the spread of nationalist policies and leaders (providing a normalization of policies that are sometimes anti-democratic), the 2020 resurgence of Black Lives Matter after the deaths of George Floyd and Breonna Taylor, and the role of the coronavirus pandemic in helping to shape the world order to come. This book will be ideal for activists, politicians, lawyers, political science professors and researchers, international relations and comparative politics professors and students, practitioners, policymakers, researchers, academicians, and anyone interested in the current state of global politics, nationalism, and activism in political participation.
Contemporary Politics And Social Movements In An Isolated World Emerging Research And Opportunities
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Author : Stacey, Emily
language : en
Publisher: IGI Global
Release Date : 2021-10-29
Contemporary Politics And Social Movements In An Isolated World Emerging Research And Opportunities written by Stacey, Emily and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-29 with Political Science categories.
As global leaders use more nationalistic rhetoric, they are supporting their words with policies that are dividing the population and bringing an end to the diverse, multicultural, and postmodern aspects of the era of globalization. This could have a lasting negative effect on international politics and cooperation on issues of grave concern such as global terrorism, climate change, and global pandemics. Contemporary Politics and Social Movements in an Isolated World: Emerging Research and Opportunities discusses in detail the developing new world order in an era of politics that seemingly eschews globalization and international cooperation. This text details the aftermath of the 2020 election and foreshadows the events to come based on the outcome of the election in the USA as well as the progression of politics afterwards. Covering topics such as comparative politics, isolationism, and international communities, this text is an essential resource for political science departments, international relations scholars, students, professors, politicians, researchers, and academicians..
Transmedia Change
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Author : Kevin Moloney
language : en
Publisher: Routledge
Release Date : 2022-03-10
Transmedia Change written by Kevin Moloney and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-03-10 with Performing Arts categories.
This book examines and illustrates the use of design principles, design thinking, and other empathy research techniques in university and public settings, to plan and ethically target socially-concerned transmedia stories and evaluate their success through user experience testing methods. All media industries continue to adjust to a dispersed, diverse, and dilettante mediascape where reaching a large global audience may be easy but communicating with a decisive and engaged public is more difficult. This challenge is arguably toughest for communicators who work to engage a public with reality rather than escape. The chapters in this volume outline the pedagogy and practice of design, empathy research methods for story development, transmedia logics for socially-concerned stories, development of community engagement and the embrace of collective narrative, art and science research collaboration, the role of mixed and virtual reality in prosocial communication, ethical audience targeting, and user experience testing for storytelling campaigns. Each broad topic includes case examples and full case studies of each stage in production. Offering a detailed exploration of a fast-emerging area, this book will be of great relevance to researchers and university teachers of socially-concerned transmedia storytelling in fields such as journalism, documentary filmmaking, education, and activism.