MARC Record from marc_columbia

LEADER: 05703cam a2200649 i 4500
001 15233419
005 20220703225809.0
006 m o d
007 cr |||||||||||
008 200122s2020 paua ob 001 0 eng
010 $a 2019048576
035 $a(OCoLC)on1138996750
035 $a(NNC)15233419
040 $aDLC$beng$erda$cDLC$dOCLCO$dOCLCF$dYDX$dIGIGL$dOCLCQ$dN$T$dEBLCP$dOCLCO
019 $a1151737124$a1152051931
020 $a9781799831204$qelectronic book
020 $a1799831205$qelectronic book
020 $a9781799831211$q(electronic bk.)
020 $a1799831213$q(electronic bk.)
020 $z9781799831198$qhardcover
024 7 $a10.4018/978-1-7998-3119-8$2doi
035 $a(OCoLC)1138996750$z(OCoLC)1151737124$z(OCoLC)1152051931
042 $apcc
050 00 $aHF6146.I58$bH366 2020
082 00 $a658.8/72$223
049 $aZCUA
245 00 $aHandbook of research on transmedia storytelling, audience engagement, and business strategies /$c[edited by] Víctor Hernández-Santaolalla, Mónica Barrientos-Bueno.
264 1 $aHershey, PA :$bIGI Global,$c[2020]
300 $a1 online resource (xxviii, 457 pages)
336 $atext$btxt$2rdacontent
337 $acomputer$bn$2rdamedia
338 $aonline resource$bnc$2rdacarrier
490 1 $aAdvances in business strategy and competitive advantage (ABSCA) book series
504 $aIncludes bibliographical references and index.
520 $a"This book provides theoretical, reflective, and empirical perspectives on transmedia storytelling and digital marketing strategies in relation to audience engagement"--$cProvided by publisher.
588 $aDescription based on online resource; title from digital title page (viewed on April 24, 2020).
505 0 $aSection 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.
650 0 $aInternet advertising.
650 0 $aDigital storytelling.
650 0 $aMarketing$xSocial aspects.
650 0 $aProduct placement in mass media.
650 6 $aPublicité sur Internet.
650 6 $aRécits numériques.
650 6 $aMarketing$xAspect social.
650 6 $aPlacement de produits dans les médias.
650 7 $aDigital storytelling.$2fast$0(OCoLC)fst01744582
650 7 $aInternet advertising.$2fast$0(OCoLC)fst00977220
650 7 $aMarketing$xSocial aspects.$2fast$0(OCoLC)fst01010246
650 7 $aProduct placement in mass media.$2fast$0(OCoLC)fst01896153
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aHernández-Santaolalla, Víctor,$eeditor.
700 1 $aBarrientos Bueno, Mónica,$eeditor.
776 08 $iPrint version:$tHandbook of research on transmedia storytelling, audience engagement, and business strategies$dHershey, PA : Business Science Reference, [2020]$z9781799831198$w(DLC) 2019048575
830 0 $aAdvances in business strategy and competitive advantage.
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio15233419$zAll EBSCO eBooks
852 8 $blweb$hEBOOKS