What Is Transmedia Narrative Experience For Consumers of Arts and Heritage?

New technologies allow Transmedia Narrative to become a successful strategy to enlarge consumers’ experience with brands. We investigate the impact of transmedia on audience attachment considering arts and heritage. Conclusions offer additional conceptualizations to narrative transportation, suggest dimensions for further research on consumers’ engagement and on narrative transportation measurement.


Christine Petr, Elodie Jarrier, Dominique Bourgeon-Renault, and Maud Derbaix (2020) ,"What Is Transmedia Narrative Experience For Consumers of Arts and Heritage?", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1220-1220.


Christine Petr, Université de Bretagne Sud
Elodie Jarrier, Université d'Angers
Dominique Bourgeon-Renault, Université de Bourgogne Franche-Comté, Dijon, France
Maud Derbaix, Kedge Business School Bordeaux, France


NA - Advances in Consumer Research Volume 48 | 2020

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