ESEV - DCA - Capítulo em obra internacional, como autor
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Browsing ESEV - DCA - Capítulo em obra internacional, como autor by Author "Augusto, Luísa"
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- Endorser Altruism effects on Narrative Transportation in Video AdsPublication . Augusto, Luísa; Santos, Sara; Santo, Pedro Manuel do EspíritoIt is common for brands’ video ads to include recognisable characters from their customers. Through the notoriety of these characters’ brands stay in the minds of their customers. These characters do not always participate in the ads with the focus on monetary profit and their levels of altruism are forgotten. The impact of these characters’ altruism on the narrative transportation of marketing advertisements has been little studied. Thus, this research aimed to study the effects of endorser altruism on advertising design and narrative transportation. To this goal, it was collected data from a sample of 286 individuals through a self-administered questionnaire. Through structural equation modelling, it was demonstrated that altruism endorser has positive effects on advertising design and narrative transportation. Thus, marketing managers can obtain advantages by including characters with high altruism in their advertisements.
- The Role of Social Media in Sustainable BrandingPublication . Santos, Sara; Vasconcelos, Maria de Almeida; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro EspíritoConsumers increasingly expect brands to make a positive impact on communities and societies. Nowadays, communicating about corporate social responsibility can involve storytelling techniques, making the issues more understandable and relatable than straightforward and logical messages. However, in the academic field, research needs to gather and systematise the relationship between these topics and their influence on stakeholders' attitudes. This chapter aims to understand how stakeholders act towards storytelling content related to corporate social responsibility on social media. Thirteen academic papers were gathered from the Scopus and Web of Science databases, which were in English and openly accessible, fulfilling the inclusion criteria. These papers provided insights into stakeholders' perspectives on corporate social responsibility storytelling on social media. This study holds significant implications for businesses, emphasising the value of crafting narratives on social media.