Brand Storytelling and Transmedia: A Systematic Literature Review.
Year: 2025
Type: review
Study design: Systematic Review
Abstract: In the consumer universe, young people from Generation Z are sensitive and open to new immersive experiences related to media technology, creating both challenges and opportunities for brands. Academic scholars and marketing professionals have studying this new media consumer and the way it interacts with the brand universe. Continuing this line of research, this article develops a systematic literature review focused on brand storytelling and transmedia applied in the marketing process, targeting Generation Z consumers. Based on a sample of 125 articles on these topics, the results demonstrate the importance of transmedia storytelling as a strategy that allows brands to expand their narratives across different platforms, creating immersive experiences for Generation Z consumers, who value authenticity and interactivity. The social interaction generated through online storytelling strengthens the emotional connection with the brand and promotes the development of communities, which are essential for co-creating content. Based on these results, an interaction model based on the Transmedia Brand Storytelling strategy is proposed. DOI : https://doi.org/10.54663/2182-9306.2025.v.13.n.25.118-138
Institutions: Universidade Portucalense, University of Aveiro
Language: English
Subfield: Museology
Field: Arts and Humanities
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7124558046
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