International Journal of Advanced Culture Technology

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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Brand Activism in the Age of Transmedia: Lessons Learned from Business Practices

  • Yoo, Seung-Chul (Division of Communication & Media, Ewha Womans University) ;
  • Piscarac, Diana (Division of Communication & Media, Ewha Womans University) ;
  • Kang, Seung-Mi (Division of Communication & Media, Ewha Womans University) ;
  • Truong, Tu Anh (Division of Communication & Media, Ewha Womans University)
  • Received : 2021.01.30
  • Accepted : 2021.02.26
  • Published : 2021.03.31
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Abstract

Brands have begun to act without giving in to the challenges facing our society. Just like the slogan in the novel "The Three Musketeers" by Alexandre Dumas proclaimed, "All for one, one for all!" in the age of transmedia the success of brand activism must reflect the same principle. Specifically, by embracing the big as well as the little stories of consumers scattered everywhere, each and every one should create a huge resonance. This means that brands should use the cultural lever of transmedia so that the various stories of consumers do not fade into oblivion and, furthermore, expand the brand's call to action. By analyzing brand activism cases in business, this study explores the effectiveness of brand activism for advertisers to develop a better understanding of brand communication strategy. Building on findings that show new young generation consumers to favor brands that respond to social, political, and environmental issues and conceptual implications of the snowball effect, this study emphasizes consumer participation in the brand story creation process and the need for brands to aim for high standards of professionalism and accountability, so that they can grow together with their consumers.

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