Approaches to Transmedia and Digital Narratives in the Context of Social Advertising

Social advertising has become a thriving field aimed at addressing social problems, where transmedia and digital narratives have emerged as promising avenues for shaping future perspectives. This review aims to explore the approaches social advertising takes toward transmedia narratives within the broader framework of digital narratives. The study employed a systematic review methodology, conducting comprehensive searches across multiple online databases without restrictions on timeframe, language, or methodological approach. Initially, 8,425 studies related to the predefined categories were identified. These studies underwent an independent filtering process based on titles, abstracts, and full texts, following established inclusion criteria. Ultimately, 14 studies were selected, providing insights into the use of narratives across diverse media platforms, including films, books, video games, and social networks, within the context of social advertising. The findings suggest that social advertising leverages transmedia and digital narratives as powerful communication tools, capable of crafting compelling stories that engage audiences and persuade them to support social causes. These narratives play a crucial role in responding to the multifaceted crises facing contemporary society.