The effects of transmedia storytelling in brand resonance for media franchises

Abstract

Transmedia storytelling is emerging as a concept for media franchises, where multiple media from the same franchise combine to create a coherent, nonredundant experience. The aim of this research is to explore whether the application of a transmedia strategy in a media franchise is linked to an increase in brand resonance, conceptualized in the Brand equity model developed by Keller. The dimensions of brand resonance examined are emotional attachment, sense of community, active engagement and behavioral loyalty. To conduct this research, the example of the Marvel Universe was used to explore its transmedia model and interactions with resonance among its audience. Results were collected through two surveys: a descriptive quantitative questionnaire in which participants detailed their consumption habits and feelings towards the Marvel Universe, and a qualitative experiment in which participants were able to comment on two different transmedia franchises, one in which they had been exposed to transmedia content and one in which they had not. These experiments allowed us to delve deeper into participants' reactions, to understand how their response differs when exposed to transmedia content, and how this can reinforce their resonance with the brand. The results showed that transmedia content did indeed increase brand resonance for the Marvel franchise, but that its interaction with each dimension could be different and more complex than a simple positive correlation between the two.