Brand Storytelling and Transmedia: A Systematic Literature 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.