Conceptualizing storyliving as an experiential communication strategy in Ibero-American advertising
DOI:
https://doi.org/10.26441/RC25.2-2026-4474Keywords:
storyliving, storytelling, immersive advertising, immersive narrative, virtual reality, Augmented Reality, interactive experiences, estrategic communication, advertisign festivalsAbstract
Purpose. This study examines the emerging phenomenon of storyliving in Ibero-American advertising with the aim of establishing its theoretical foundations and incorporating it into the academic debate on immersive narratives. It seeks to clarify its conceptualisation, the role of technologies and face-to-face experiences in its implementation, and its presence in advertising festivals. Methodology. The research adopted an inductive and interpretative approach with intentional sampling of 21 marketing and advertising professionals linked to the Ibero-American advertising ecosystem, all with experience as jurors at international festivals. The data were obtained through in-depth interviews and analysed thematically using the Taguette software. Data saturation was reached after 17 interviews, and inter-coder reliability was high (Cohen's κ = .80). Results and conclusions. The findings show that storyliving still lacks conceptual consensus, but it differs from storytelling and storydoing in that it places audiences at the centre of immersive experiences that combine digital and face-to-face elements. Its main value lies in generating communities and sustainable emotional bonds beyond technological novelty. Tensions arise at festivals due to the difficulty of evaluating immersive experiences through case studies, which motivates a review of criteria and categories. Original contributions. This work is the first study to address storyliving in the Ibero-American advertising context from the perspective of professionals in the sector. It proposes a theoretical and strategic framework that differentiates it from other narrative models and demonstrates its potential for brand and community building through immersive experiences.
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