Does “story-making” have the potential to engage prosumers around a higher education institution’s brand? : The case of Aveiro’ University-Reference-Cited by-同舟云学术

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Does “story-making” have the potential to engage prosumers around a higher education institution’s brand? : The case of Aveiro’ University

Published:2023-06-20 Issue: Volume: Page:
ISSN:
Container-title:2023 18th Iberian Conference on Information Systems and Technologies (CISTI)
language:
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Author:

Rodrigues Paola Stumpf¹,Batista Joao²,Simões Dora²

Affiliation:

1. University of Aveiro,Department of Communication and Art,Aveiro,Portugal

2. Institute of Accounting and Administration/Digimedia University of Aveiro,Aveiro,Portugal

Funder

Foundation for Science and Technology

Publisher

IEEE

Link

http://xplorestaging.ieee.org/ielx7/10210744/10211252/10211427.pdf?arnumber=10211427

Reference19 articles.

1. Transmedia marketing is the future of brand storytelling;carmody,2016

2. ¿Espectadores o creadores? El empleo de las tecnologías creativas por los seguidores de las series españolas

3. Building self-brand connections: Exploring brand stories through a transmedia perspective

4. Social Brand Engagement: A New Idea

5. Transmedia storytelling: implicit consumers, narrative worlds, and branding in contemporary nedia production;scolari;International Journal of Communication,2009

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