How transmedia brands can make active consumers participate in the brand's strategy through stories

What is it about?

Enabling active consumers to influence how a transmedia brand is perceived is important because digital media nowadays allow different brand contact points. I have shown how story-making provides consumers with different brand contact points to have a deeper emotional connection with the brand because of brand loyalty.

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Why is it important?

My findings show that an active brand community can empower active consumers to make a creative input to the brand while collaborating with their peers.

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