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One Brand, Many Trajectories: Narrative Navigation in Transmedia

hal.structure.identifierMontpellier Business School
dc.contributor.authorFeiereisen, Stéphanie
hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorRasolofoarison, Dina
hal.structure.identifierPepperdine University
dc.contributor.authorRussell, Cristel Antonia
hal.structure.identifierUniversity of Arizona
dc.contributor.authorSchau, Hope
dc.date.accessioned2022-01-26T13:14:19Z
dc.date.available2022-01-26T13:14:19Z
dc.date.issued2021
dc.identifier.issn0093-5301
dc.identifier.urihttps://basepub.dauphine.psl.eu/handle/123456789/22471
dc.language.isoenen
dc.subjectnarrative transportationen
dc.subjectnarrative branden
dc.subjectbrand storytellingen
dc.subject.ddc658.8en
dc.subject.classificationjelM.M3.M31en
dc.subject.classificationjelL.L8.L82en
dc.titleOne Brand, Many Trajectories: Narrative Navigation in Transmediaen
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenIn an era of unprecedented consumer access to media and the tools to control narrative delivery, speed, and exposure to transmedia content, there is no longer the illusion of a cohesive narrative managed by a recognized singular author or unified authorial voice. Instead, consumers carve their own trajectories through brand narratives. Our multimethod inquiry of television series viewing, based on a combination of interviews, diaries, video recordings followed by member-check interviews and online forum analyses, identifies two key forces that guide narrative navigation: how consumers manage a text’s gravitational pull and its permeability to transmedia content. We find that consumers shape their own trajectories by adopting and/or moving between nine documented narrative positions. This more nuanced understanding of narrative consumption in a transmedia environment offers new insights for the study of narrative brand spaces and brand storytelling.en
dc.relation.isversionofjnlnameJournal of Consumer Research
dc.relation.isversionofjnlvol48en
dc.relation.isversionofjnlissue4en
dc.relation.isversionofjnldate2021
dc.relation.isversionofjnlpages651-681en
dc.relation.isversionofdoi10.1093/jcr/ucaa046en
dc.relation.isversionofjnlpublisherOxford University Pressen
dc.subject.ddclabelÉtudes du consommateuren
dc.relation.forthcomingnonen
dc.description.ssrncandidatenon
dc.description.halcandidateouien
dc.description.readershiprechercheen
dc.description.audienceInternationalen
dc.relation.Isversionofjnlpeerreviewedouien
dc.date.updated2022-01-10T11:25:07Z
hal.identifierhal-03544131
hal.version1
dc.subject.classificationjelHALM - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics::M3 - Marketing and Advertising::M31 - Marketingen
dc.subject.classificationjelHALL - Industrial Organization::L8 - Industry Studies: Services::L82 - Entertainment; Mediaen
hal.date.transferred2022-01-26T13:14:20Z
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