Details
| Title | Advances in business strategy and competitive advantage. — Handbook of research on transmedia storytelling, audience engagement, and business strategies |
|---|---|
| Other creators | Hernández-Santaolalla Víctor ; Barrientos Bueno Mónica |
| Collection | Электронные книги зарубежных издательств ; Общая коллекция |
| Subjects | Internet advertising. ; Digital storytelling. ; Marketing — Social aspects. ; Product placement in mass media. ; EBSCO eBooks |
| Document type | Other |
| File type | |
| Language | English |
| Rights | Доступ по паролю из сети Интернет (чтение, печать, копирование) |
| Record key | on1138996750 |
| Record create date | 1/22/2020 |
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| epub/2451182.epub | – |
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| Group | Anonymous |
|---|---|
| Network | Internet |
"This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"--.
| Network | User group | Action |
|---|---|---|
| ILC SPbPU Local Network | All |
|
| Internet | Authorized users SPbPU |
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| Internet | Anonymous |
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- Cover
- Title Page
- Copyright Page
- Book Series
- List of Contributors
- Table of Contents
- Detailed Table of Contents
- Preface
- Acknowledgment
- Section 1: Digital Narratives
- Chapter 1: The Aesthetic of New Media and Communication Devices in Film and Television Language
- Chapter 2: Televised Sporting Events
- Chapter 3: The Mirror Effect and the Transparent City in Audio-Visual Non-Dramatic Fiction
- Chapter 4: The Handmaid's Tale (2017) or Hulu's Major Investment in Great Storytelling
- Chapter 5: Audience Engagement and Transmedia Adaptation
- Chapter 6: Apichatpong Weerasethakul's Primitive as a Model of an Expanded Narrative
- Chapter 7: Augmented Reality and Franchising
- Chapter 8: The Poetics of Videogames
- Chapter 9: An Epistemology of the Event for the Digital Media
- Section 2: Social Media, Marketing Online, and Digital Promotion Strategies
- Chapter 10: Symbolic Consumption in the Online World
- Chapter 11: The Book Trailer as a Publishing House Promotional Tool
- Chapter 12: The Role of Prosumers in the Interactive and Digital Processes of Public Relations
- Chapter 13: Lux Radio Theatre
- Chapter 14: 360° Video as an Opportunity for the Inclusion of Product Placement
- Chapter 15: Branded Content
- Chapter 16: An Approach to Motivation Research From Advertising Strategy
- Section 3: Political Communication
- Chapter 17: “A Narrative of Impending Tyranny”
- Chapter 18: The Social Media Politicians
- Chapter 19: Electoral Propaganda Through Televised Fiction
- Chapter 20: Post-Truths and Fake News in Disinformation Contexts
- Chapter 21: The Use and Management of Public Information in Social Media
- Section 4: Business Models: Netflix as Paradigm
- Chapter 22: Content Bubbles
- Chapter 23: Netflix in Spain, Spain in Netflix
- Chapter 24: An Analysis of Netflix España Campaigns
- Chapter 25: The Expanded Story From Transmedia as a Business Model
- Compilation of References
- About the Contributors
- Index
