A Preliminary Study of Branding through Transmedia Storytelling: Case Studies of “Morewater” and “peacock biscuit”

• Main Authors: Hsin-Yu Chen, 陳欣妤
• Other Authors: Jenn-Jia Huang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/7epkk5

碩士 === 淡江大學 === 大眾傳播學系碩士班 === 103 === The media environment is changing and forcing consumers to change their media usage behavior. For the past few years, advertising industry were springing up native advertising, branded content and branded entertainment, new forms of advertising communication, trying to combine entertainment and advertising. If consumers don''t think the purpose of advertising, that is the most successful way of marketing. Through the different stories across the different media platforms, transmedia storytelling is a valuable theme to enabling consumers to contact and engage. There are no Taiwan brands as case studies of transmedia storytelling, so this study trying to provide academia and industry to understand how to branding through transmedia storytelling, and more stories and cases. This study used narrative analysis to analyze branding through transmedia storytelling what to say, how to say, and why to say. And then the depth interviews to consumers are used to understand attractive factors of transmedia storytelling and the states and the reasons of consumers'' flow experience. This study found that stories, media, and consumers makes branding through transmedia storytelling have a relationship with consumers. Telling a story about people, especially the story of brand and consumers. Building a story world through across media to communicate depth and width with consumers. Consumers become creators, engage and influence the brand story.