INFLUENCE OF TRANSMEDIA STORYTELLING ON BRAND IDENTITY AND CONSUMER BEHAVIOUR
Keywords:
Transmedia storytelling, Brand identity, Consumer behaviourAbstract
Transmedia storytelling can be defined as a particular method of storytelling where the narrator tells the same story in different mediums. Business organisations use the same method in order to market their products to their target consumers. This kind of marketing method has a deep impact on consumer behaviour and brand identity. This particular research work Asus positive research design primary data collection method in order to understand the impact of transmedia storytelling on the consumer behaviour and the brand identity. On the other hand, descriptive research design and deductive research, approach has been used by the researcher in order to analyse the gathered data. IBM SPSS as a research instrument has been implemented by the researcher in order to analyse and evaluate the data collected from the sample population. The research will focus on identifying the factors of transmedia storytelling that influence consumer behaviour and brand identity. The importance of that transmedia storytelling will be revealed through this particular study.References
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