International Journal of Business, Management and Commerce (IJBMC)

The communication tool of convergent storytelling can be instrumental in encouraging the diffusion and subsequent engagement with a brand. This multi-media/multi-story approach to promotion is designed to engage multiple audiences, many of whom may avoid or delay purchase. This paper advances a model of how very different groups are reached by the different media employed and how this synergy of multiple media and multiple communication elements (convergent storytelling) can not only reach these audiences, but provide them with an immersive brand experience and by doing so, create a higher level of engagement.