Transmedia Consumption Experiences (Tce): Patching As a Narrative Consumption Practice

Behice Ece Ilhan, Purdue University, North Central, USA
Robert Kozinets, York University, Canada
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Transmedia storytelling is the systematic dispersal of narrative elements across multiple media to create unified and coordinated consumer experiences. We introduce transmedia to consumer research by exploring how consumers engage with interrelated cross-media marketing narratives. The results offer implications for understanding consumption in a complex, media-driven, and social-media socialized world.
[ to cite ]:
Behice Ece Ilhan, Robert Kozinets, and Cele Otnes (2013) ,"Transmedia Consumption Experiences (Tce): Patching As a Narrative Consumption Practice", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.