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Communication Dans Un Congrès Advances in Consumer Research Année : 2020

What is Transmedia Narrative Experience for consumers of arts and heritage ?

Christine Petr
Elodie Jarrier
Maud Derbaix

Résumé

New technologies allow Transmedia Narrative to become a successful strategy to enlarge consumers’ experience with brands. We investigate the impact of transmedia on audience attachment considering arts and heritage. Conclusions offer additional conceptualizations to narrative transportation suggest dimensions for further research on consumers’ engagement and on narrative transportation measurement.
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Dates et versions

hal-03461992 , version 1 (01-12-2021)

Identifiants

  • HAL Id : hal-03461992 , version 1

Citer

Christine Petr, Elodie Jarrier, Dominique Bourgeon-Renault, Maud Derbaix. What is Transmedia Narrative Experience for consumers of arts and heritage ?. Conférence internationale The Association for Consumer Research ACR 2020, Association for Consumer Research, Oct 2020, Paris (Virtuel), France. pp.1220. ⟨hal-03461992⟩
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