The Influence of Transmedia Storytelling on Social Media Engagement in the Promotion of Entertaining Integrated TV Projects

Student: Strakhova Evgeniya

Educational Programme: Integrated Communications (Master)

Year of Graduation: 2018

The main purpose of this study is to explore the impact of the use in the context of the transmedial storitelling of a transmedian extension, a mobile application, on the engagement of the audience TV-show in social media. As a case, the popular Vocal Voice show and the mobile Voice show application were chosen as the transmedia extension. In accordance with the measurement of the CEBSC model, Shivinsky, Christodoulides and Dabrowski determined the effect of the use of the transmedia extension on the level of the "Contribution", and also partly on indicators of other levels of "Consumption" and "Creation" of audience engagement in social media. The research provides new knowledge to the scientific literature on transmedia storytelling and audience engagement in social media, and also has a practical marketing purposes for promoting entertainment projects in the TV industry.

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