English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52355/87459 (60%)
Visitors : 9128630      Online Users : 206
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105611

    Title: 串媒體說故事如何打造品牌之初探 : 以「孔雀餅乾」、「多喝水」為例
    Other Titles: A preliminary study of branding through transmedia storytelling : case studies of "Morewater" and "Peacock biscuit"
    Authors: 陳欣妤;Chen, Hsin-Yu
    Contributors: 淡江大學大眾傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 串媒體;說故事;品牌打造;心流體驗;transmedia;storytelling;branding;Flow Experience
    Date: 2015
    Issue Date: 2016-01-22 15:00:31 (UTC+8)
    Abstract: 由於媒體環境的改變,消費者媒體使用行為也跟著轉變。而近年來廣告產業也興起原生廣告、品牌內容與娛樂等新的廣告傳播方式,試圖結合娛樂與廣告,並認為消費者無法察覺出宣傳意圖的廣告,是最成功的行銷方式。
    The media environment is changing and forcing consumers to change their media usage behavior. For the past few years, advertising industry were springing up native advertising, branded content and branded entertainment, new forms of advertising communication, trying to combine entertainment and advertising. If consumers don''t think the purpose of advertising, that is the most successful way of marketing.

    Through the different stories across the different media platforms, transmedia storytelling is a valuable theme to enabling consumers to contact and engage. There are no Taiwan brands as case studies of transmedia storytelling, so this study trying to provide academia and industry to understand how to branding through transmedia storytelling, and more stories and cases.

    This study used narrative analysis to analyze branding through transmedia storytelling what to say, how to say, and why to say. And then the depth interviews to consumers are used to understand attractive factors of transmedia storytelling and the states and the reasons of consumers'' flow experience.

    This study found that stories, media, and consumers makes branding through transmedia storytelling have a relationship with consumers. Telling a story about people, especially the story of brand and consumers. Building a story world through across media to communicate depth and width with consumers. Consumers become creators, engage and influence the brand story.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

    Files in This Item:

    File Description SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback