브랜드 캐릭터의 트랜스 미디어 스토리텔링이 브랜드 태도에 미치는 영향 - 일렉트로맨 인스타그램을 중심으로

This study aims to analyze the effectiveness of transmedia storytelling, a new creative methodology. In order to survive the intensifying competition among brand characters with the core value of the brand, differentiation through storytelling is needed. Transmedia storytelling is a creative methodology that can be utilized at this time. In this study, we discuss the value of transmedia storytelling by analyzing the impact of brand character marketing using transmedia storytelling on brand attitudes. As a specific media for analysis, Instagram was selected from SNS as a new media suitable for interaction with users. The impact of transmedia storytelling of brand characters on brand attitudes was analyzed through regression analysis, including 135 people in their 20s and 30s, the main users of Instagram. As a result of the study, media diversity, user participation, and self-fulfilling, excluding contribution and entrance, among the characteristics of transmedia storytelling, can contribute to the formation of positive brand attitudes by consumers. Therefore, it can be concluded that active use of transmedia storytelling in the marketing strategy of brand characters helps improve overall brand attitudes. We look forward to active discussions on the effectiveness of transmedia storytelling through further research on transmedia storytelling in more diverse media in the future.