This book presents new global research on transmedia storytelling as a form of brand communication. It explores the theoretical underpinnings of transmedia stor

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Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a un

Ogni produttore aspira a progettare un marchio che possa trasformarsi in un’icona pop e di lasciare un segno nell’immaginario. Come è possibile raggiunger