Developing Digital Narratives in Marketing Communication

Recep Yılmaz (Ondokuz Mayis University, Turkey) and Betül Başer (Ondokuz Mayıs University, Turkey)

Indexed In: SCOPUS

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Publication Status: E-Book and Print Version Available for Purchase

ISBN13: 9798337318578

ISBN13 Softcover: 9798337318585

EISBN13: 9798337318592

DOI: 10.4018/979-8-3373-1857-8

Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Advertising Practitioners
Anachrony
Behavioral Economics
Consumption Narratives
Digital Marketing
Digital Narratives
Global Image Management
Greenwashing
Human- Computer Interaction
Influencers and Products
Mature Vision
Pharma Marketing
Promotional Strategies
Smart Home Devices

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Recep Yılmaz , Ph.D., is a Professor and Head of the Department of Public Relations and Publicity at Ondokuz Mayıs University, Türkiye. His research focuses on Narrative Theory, Advertising, marketing communication, and theoretical approaches to media and communication studies. His work explores the intersection of narrative structures, persuasion, digital transformation, and emerging communication technologies. Dr. Yılmaz is the author and editor of fifteen scholarly books, several of which are indexed in Web of Science and Scopus. His recent volumes include Developing Digital Narratives in Marketing Communication and AI, Virtualization, and the Future of Marketing, along with earlier works such as Handbook of Research on Effective Advertising Strategies in the Social Media Age. He has also edited and contributed to major reference works, including Narrative Advertising Models and Conceptualization in the Social Media Age, and Handbook of Research on Narrative Interactions. In addition to his books, he has published extensively in peer-reviewed journals, international conference proceedings, and edited volumes, contributing to ongoing debates on narrative mediation, digital storytelling, and AI-driven communication. Alongside his academic scholarship, Dr. Yılmaz is also a fiction writer. His philosophical horror novella Çerçici reflects his sustained engagement with narrative not only as a theoretical construct but also as a creative practice.

Betül Başer is a Research Assistant at Ondokuz Mayıs University, Department of Public Relations and Publicity. She graduated from Cumhuriyet University, Faculty of Communication, Department of Public Relations and Publicity in 2017. In the same year, she started her master's degree at Marmara University Institute of Social Sciences, Department of Public Relations and Publicity with the title “The role of social media phenomena on purchasing decision of Z generation consumers: The example of youtubers in 2020. In the same year, she started her doctorate education at Istanbul University Institute of Social Sciences, Department of Public Relations and Publicity and she is still continuing her doctorate education. Fields of study: Public relations, new media, digital games and consumer behavior.

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