Abstract

This research investigates the psychology behind the marketing of comic books by discovering how individuals experience reading comics, and how comics engage their readers. This qualitative study sheds light on an underexplored area in marketing through a netnography, four case studies, 15 interviews (with comic book readers and professionals in the industry), and attendance at a comic book convention. Despite being part of an extremely lucrative industry across the globe, academic studies on comic books are practically uncharted in marketing. Yet comics possess a unique storytelling method that is a powerful tool for communicating: visual narratives. Artistically immersing into these narratives causes readers to become narratively transported, which allows them to experience positive emotions and transmedia comics. Comic books also offer identification through the limitlessness, diversity, and inclusivity of their visual narratives, which often leads to self-discovery. The outcome of reading comics can feel so positive that it often turns into therapeutic re-experiences. The implications of this research are just as much practical as they are theoretical. Aside from being captivating and entertaining, comics are educational, can delicately present sensitive matters, and are a great medium to use for advertising and displaying a company’s mission. Besides the creation of new opportunities for marketing experts and academics, this study determines three reading stages and three life stages within the context of comics, builds upon previous literature and theories from different fields, and expands the current knowledge available for scholars.