A Smart Framework for Making Stories Smarter through Transmedia and Real User Interaction

With the expansion of social networks and the emergence of transmedia narratives, luxury brands have redefined digital storytelling, in which the audience is not only a consumer, but also a participant in the production of meaning. This study aimed to analyze users’ emotional experience of luxury brand narratives in the digital social space. The research focused on five key narrative components – image posts, captions, stories, hashtags, and comments – and users’ reactions to them were analyzed using VADER and BERT analytical models in Python. To measure the purity of the emotional experience, the positive-to-negative sentiment ratio index was used. The findings show that more formal brand components create a more positive experience in users, while interactive elements are associated with semantic dispersion and more negative emotions. By presenting a new analytical framework, this study provides practical insights for designing brand narratives in the context of social networks.