One Brand, Many Trajectories: Narrative Navigation in Transmedia

Abstract In 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 th...

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Veröffentlicht in:	The Journal of consumer research 2021-12, Vol.48 (4), p.651-681
Hauptverfasser:	Feiereisen, Stephanie, Rasolofoarison, Dina, Russell, Cristel Antonia, Schau, Hope Jensen
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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