Developing Digital Narratives in Marketing Communication

Recep Yılmaz, Betül Başer

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Hardback

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English

Igi Global Scientific Publishing
14 November 2025

Communication studies; E-commerce: business aspects; Business communication & presentation; Sales & marketing

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.

Edited by: Recep Yılmaz, Betül Başer
Imprint: Igi Global Scientific Publishing
Dimensions: Height: 254mm, Width: 178mm, Spine: 21mm
Weight: 807g
ISBN: 9798337318578
Pages: 475
Publication Date: 14 November 2025
Audience: General/trade , ELT Advanced
Format: Hardback
Publisher's Status: Active

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"".