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  200122s2020 paua ob 001 0 eng

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  ▼a  2019048576

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  ▼a  1151737124

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  ▼a  9781799831204
  ▼q  electronic book

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  ▼a  1799831205
  ▼q  electronic book

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  ▼a  9781799831211
  ▼q  (electronic bk.)

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  ▼a  1799831213
  ▼q  (electronic bk.)

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  ▼z  9781799831198
  ▼q  hardcover

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  ▼a  10.4018/978-1-7998-3119-8
  ▼2  doi

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  ▼a  2451182
  ▼b  (N$T)

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  ▼a  (OCoLC)1138996750
  ▼z  (OCoLC)1151737124

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  ▼a  DLC
  ▼b  eng
  ▼e  rda
  ▼c  DLC
  ▼d  OCLCO
  ▼d  OCLCF
  ▼d  YDX
  ▼d  IGIGL
  ▼d  OCLCQ
  ▼d  N$T
  ▼d  248023

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  ▼a  pcc

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  ▼a  HF6146.I58
  ▼b  H366 2020

• 082

  ▼a  658.8/72
  ▼2  23

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  ▼a  Handbook of research on transmedia storytelling, audience engagement, and business strategies /:
  ▼c  [edited by] Víctor Hernández-Santaolalla, Mónica Barrientos-Bueno.

• 260

  ▼a  Hershey, PA:
  ▼b  IGI Global,
  ▼c  [2020].

• 300

  ▼a  1 online resource (xxviii, 457 pages).

• 336

  ▼a  text
  ▼b  txt
  ▼2  rdacontent

• 337

  ▼a  computer
  ▼b  n
  ▼2  rdamedia

• 338

  ▼a  online resource
  ▼b  nc
  ▼2  rdacarrier

• 490

  ▼a  Advances in business strategy and competitive advantage (ABSCA) book series

• 504

  ▼a  Includes bibliographical references and index.

• 505

  ▼a  Section 1. Digital narratives. Chapter 1. The aesthetic of new media and communication devices in film and television language ; Chapter 2. Televised sporting events: applications of second screens ; Chapter 3. The mirror effect and the transparent city in audio-visual non-dramatic fiction: comedic autofiction on television ; Chapter 4. The handmaid's tale (2017) or hulu's major investment in great storytelling ; Chapter 5. Audience engagement and transmedia adaptation: the case of the Lizzie Bennet diaries ; Chapter 6. Apichatpong Weerasethakul's primitive as a model of an expanded narrative ; Chapter 7. Augmented reality and franchising: the evolution of media mix through invizimals ; Chapter 8. The poetics of videogames: the logic of sense and meaning in the Videoludic discourse ; Chapter 9. An epistemology of the event for the digital media: from Lewis Carroll to Elsagate -- Section 2. Social media, marketing online, and digital promotion strategies. Chapter 10. Symbolic consumption in the online world: the construction of social identity and fashion influencers ; Chapter 11. The book trailer as a publishing house promotional tool: current situation of publishers in Spain ; Chapter 12. The role of prosumers in the interactive and digital processes of public relations: the organisation of events and influencers as the new emerging stakeholder ; Chapter 13. Lux radio theatre: radio, film, and advertising a fortunate encounter ; Chapter 14. 360 video as an opportunity for the inclusion of product placement ; Chapter 15. Branded content: analysis of case studies and measurement of its effectiveness using neuromarketing techniques ; Chapter 16. An approach to motivation research from advertising strategy: from freud to the iconic brand -- Section 3. Political communication. Chapter 17. "A narrative of impending tyranny": ideological extremism and internet use in the tea party movement ; Chapter 18. The social media politicians: personalisation, authenticity, and memes ; Chapter 19. Electoral propaganda through televised fiction: the online communication during 2019 Spanish general elections ; Chapter 20. Post-truths and fake news in disinformation contexts: the case of Venezuela ; Chapter 21. The use and management of public information in social media: a case study of town and city councils throughout andalusia on Twitter, Facebook, and YouTube -- Section 4. Business models: netflix as paradigm. Chapter 22. Content bubbles: how platforms filter what we see ; Chapter 23. Netflix in Spain, Spain in Netflix ; Chapter 24. An analysis of netflix españa campaigns: paquita salas case study ; Chapter 25. The expanded story from transmedia as a business model: the case of stranger things.

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  ▼a  "This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"--
  ▼c  Provided by publisher.

• 588

  ▼a  Description based on online resource; title from digital title page (viewed on April 24, 2020).

• 590

  ▼a  Added to collection customer.56279.3

• 650

  ▼a  Internet advertising.

• 650

  ▼a  Digital storytelling.

• 650

  ▼a  Marketing
  ▼x  Social aspects.

• 650

  ▼a  Product placement in mass media.

• 650

  ▼a  Digital storytelling.
  ▼2  fast
  ▼0  (OCoLC)fst01744582

• 650

  ▼a  Internet advertising.
  ▼2  fast
  ▼0  (OCoLC)fst00977220

• 650

  ▼a  Marketing
  ▼x  Social aspects.
  ▼2  fast
  ▼0  (OCoLC)fst01010246

• 650

  ▼a  Product placement in mass media.
  ▼2  fast
  ▼0  (OCoLC)fst01896153

• 655

  ▼a  Electronic books.

• 700

  ▼a  Hernández-Santaolalla, Víctor,
  ▼e  editor.

• 700

  ▼a  Barrientos Bueno, Mónica,
  ▼e  editor.

• 776

  ▼i  Print version:
  ▼t  Handbook of research on transmedia storytelling, audience engagement, and business strategies.
  ▼d  Hershey, PA : Business Science Reference, [2020],
  ▼z  9781799831198
  ▼w  (DLC) 2019048575

• 830

  ▼a  Advances in business strategy and competitive advantage.

• 856

  ▼3  EBSCOhost
  ▼u  http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=2451182

• 938

  ▼a  IGI Global
  ▼b  IGIG
  ▼n  00240166

• 938

  ▼a  EBSCOhost
  ▼b  EBSC
  ▼n  2451182

• 990

  ▼a  강리원

• 991

  ▼a  eBook

• 994

  ▼a  92
  ▼b  N$T