Transmedia storytelling in the communication model of international fashion companies: a case study
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Abstract
Transmedia storytelling has become one of the most used
advertising by companies to achieve full rela-tionships with their
customers. After a new restruc-turing advertising, now the
content is primary and is defined by its diffusion through
different screens. Especially, transmedia storytelling has changed
communication strategies in fashion companies en-suring
increased segmentation of the advertising message. However,
this narrative format can not achieve the goals set does not
respond the strategic communication model of the company.
Therefore, this research studies how international fashion
brands, leaders in the dissemination of life-styles, including
transmedia storytelling in their communications strategies. The
selected methodol-ogy, the case study allows to check the
efficacy of transmedia storytelling in communicative terms
through a specialized sector. In addition, a content analysis is
applied to analyze in depth the different tools that companies
turn to share the message.
The relevance of the research is the need to know the strategies
that using the selected companies to spread their storytelling. As
approximation to re-sults, it notes that this storytelling is not
transmedia in the fashion companies, but does respond to
multiscreeners character.
Keywords
Transmedia storytelling, corporate communication, fashion, public relations, new tecnologies, web 2.0.Downloads
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