Developing Digital Narratives in Marketing Communication - Hardcover

Hardcover

ISBN 13: 9798337318578

Publisher: Igi Global Scientific Publishing, 2025

Synopsis

In this digital age, communication has emerged as an essential tool in marketing and has changed the way traditional advertising engages more with customers. Digital narratives enable brands to connect with their audience on a deeper level by creating compelling stories across all platforms. Using the narrative structure highlights how marketers can craft authentic and persuasive messages that resonate in an increasingly saturated digital landscape. Developing Digital Narratives in Marketing Communication explores how digital stories have shaped the way brands market their products and communicate to their consumers. It examines the concepts that shape the narrative, the transmission processes, and the characterization of stories. Covering topics such as marketing, digital tools, and brands, this book is an excellent resource for academicians, researchers, advanced-level students, producers, authors, and school practitioners.

About this title

About the Author

Recep Yilmaz, Ph.D., has been working as an Assistant Professor at Ondokuz Mayis University, Faculty of Communication, Public Relations and Publicity Department since 2015 February. Dr. Yilmaz has co-authored six books (Handbook of Research on Effective Advertising Strategies in the Social Media Age, Tradional and Digital Advertising in 150 Questions, Techniques for Scriptwriting, Advertising in 99 Questions, Keywords in Advertising, Leadership and its Contemporary Dimensions ) and has published numerous papers in several journals, conference proceedings and chapters in edited books since he got his MA. His major is Narrative Theory and Advertising. He also has studies on theotretical and literary communication. Some of the graduate courses he has given are "Narration in Literature, Cinema and Advertising", "Historical Development of Communication Science" and "Globalization of Financial Institutions and Digital Advertising".

Edition details

• Publisher: Igi Global Scientific Publishing
• Publication date: 2025
• Language: English
• ISBN 13: 9798337318578
• Binding: Hardcover
• Number of pages: 475
• Editor: Yılmaz Recep, Başer Betül