Event overview
Marketing Seminar Series
Much prior work discusses how cultural producers have begun introducing transmedia narratives, or stories told across multiple media. However, little is known about the ways consumers navigate this complex transmedia environment. This research documents consumers’ narrative navigational strategies in the context of TV series consumption. The authors triangulate across data sources and methods (in-depth interviews, netnographies, diaries and video ethnographies) to answer the following research questions: Which strategies do story receivers use to navigate narratives? Why do story receivers choose one strategy over others? The authors find that consumers employ linear, condensation, and augmentation strategies to navigate narratives. The choice of a narrative navigational strategy is driven by the text’s gravitational pull, story receiver tendencies and the social context.
Dr Stephanie Feiereisen is Associate Professor of Marketing at Montpellier Business School, France. She holds a doctorate in Marketing from Aston Business School, UK. Her research interests include the consumption of digital media and entertainment, along with consumer responses to really new products. Her work is published in peer-reviewed journals, such as Journal of Product Innovation Management, Journal of Business Research, Psychology & Marketing, Journal of Marketing Management, etc.
This event is a part of the Marketing Seminar Series at the Institute of Management Studies.
Dates & times
| Date | Time | Add to calendar |
|---|---|---|
| 26 Oct 2018 | 4:00pm - 6:00pm |
Accessibility
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