Percorrer por autor "Santo, Pedro Espírito"
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- Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portuguese BrandPublication . Santos, Sara; Santo, Pedro Espírito; Ferreira, SóniaAdvertising has evolved over the decades. Knowing consumers are increasingly avoiding advertisements, creating campaigns that attract attention and stay in memory is essential. Advertisers’ main goal is to get closer to consumers, generating visibility, attractiveness, and engagement with the brand. Furthermore, this topic has aroused the academy's interest, and studies show the importance of advertising and its connection with brand engagement. Thus, this study (n = 244) was carried out through a research model, tested through the PLS-SEM methodology, which showed that informativeness, narrative structure and narrative transportation have effects on brand engagement and advertising stimulation play a mediating role in this relationship. Therefore, it is suggested that brands create video ads with information and relevant structures to attract consumers that consider themselves part of these ads.
- Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative TransportationPublication . Santos, Sara; Vasconcelos, Maria; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro EspíritoNowadays, it is possible to acknowledge the appeal of online platforms for advertising or the growing popularity of videos as a form of viewer engagement and entertainment. In video advertising, the narrative framework significantly impacts how the message is interpreted, particularly when storytelling techniques are applied. Moreover, the quality and format of the advertising's message directly impact consumers' intention to make a purchase. Recently, short movies have become very popular and offer much promise for marketing travel. The way that the advertisement presents the location can have a significant impact on how people feel towards the destination. Through the creation of compelling advertisements, marketers can significantly impact customer feelings, piquing their interest in destinations. A total of 906 responses were gathered for the study, and the data were analyzed using structural equation modelling and the SMART-PLS program. All the hypotheses that were tested were confirmed, indicating that the narrative structure, transportation, and advertisement design all had a significant impact on the development of positive feelings in the viewers of the promotional videos. Therefore, the narrative and design of the advertising influence the positive emotions of tourists who see this ad. These findings bolster the body of knowledge regarding using narratives in travel videos and imply that promotional videos can effectively accomplish destination marketing. Moreover, these carry repercussionsfor marketing professionals, giving them invaluable guidance on producing compelling and memorable content for travel-related videos.
- Comunicação e Sustentabilidade Ambiental: conceitos e práticas.Publication . Silva, Paulo; Pato, Lúcia; Campos, Sofia; Augusto, Luísa; Santos, Sara; Sousa, Luis Nuno Figueiredo e; Santo, Pedro Espírito; Mota, Miguel
- Could the Video Ad's Narrative Structure Engage Students in Classroom Context?Publication . Ferreira, Sónia; Santos, Sara; Santo, Pedro EspíritoIt is recognized that teachers have sought to innovate their methods of presenting content and, today, they have at their disposal a variety of support resources that did not have before. These potentialities have changed the way classes are taught today and the dynamics are, in most cases, different from what existed a few decades ago. Among the resources available for teaching, exhibition of videos in the classroom seems to have very relevant effects, both on students' learning and on their greater involvement in activities. However, this is not always the case and the videos presented by teachers do not have the desired effects on students. Thus, based on the assumption that greater immersion in video activates positive behaviors in classrooms, this study seeks to analyze, through a conceptual model, the antecedents of “Narrative Transportation” (immersion in video). In this sense, a video was presented to 107 students from a degree in Advertising and Public Relations, whose narrative is based on fun. After the presentation of the video, data was collected through the application of a questionnaire. Through a causal relationship model, the research work reveals that, in addition to the structure of the video narrative (Narrative Structure), the variable “Joy” (Fun) acts as one of the antecedents of “Narrative Transportation”. These results thus suggest to teachers that the presentation of videos in the classroom, with narratives that involve fun and with clear structures, has benefits in immersing students in the content and narratives presented and in the involvement in the classroom.
- Creative Video Ads in COVID-19: a path to Social Media EngagementPublication . Ferreira, Sónia; Santo, Pedro Espírito; Santos, SaraIn the social sciences, particularly in marketing, professors are present with constant challenges, therefore, they have been looking for new methods to engage students through content in the classroom. However, a global pandemic COVID-19 that led to the confinement of millions of people worldwide and launched new challenges for education in social sciences. There was a greater digitization of educational contents. Therefore, the main objective of this study was to analyse the effects of content creativity on student engagement through WOW effect mediation. Thus, we presented a video available on YouTube and through a survey we obtained 178 responses from students of marketing courses. The results were analysed using PLS-SEM and show that creativity influences the WOW effect and, consequently, students' engagement with the contents. In this context, this study presents important conclusions for education in social sciences, specifically in the area of marketing.
- Examining the role of familiarity in the destination word-of-mouthPublication . Ferreira, Sónia; Santos, Sara; Augusto, Luísa; Santo, Pedro Espírito; Vasconcelos, MariaAfter the COVID-19 pandemic, tourism has grown enormously; this growth has been even more significant in Portugal. The dissemination of experiences by tourists who have already visited a region significantly impacts the interest aroused by other tourists. It is increasingly common for tourists to analyse the experiences of others before they travel. In this sense, word-of-mouth by tourists is a factor to be considered in tourism. Since tourism is based on experiences and familiarity with destinations is reinforced by accumulated experiences, studying the effects of familiarity on tourists' intention to word-of-mouth would be relevant. Furthermore, given that the attitude towards the region visited comprises cognitive and affective dimensions, it would be relevant to analyse the effects of the attitude towards the region on the intention to word-of-mouth. In this sense, this study sought to analyse the determining factors of word-of-mouth in tourism. To this end, a quantitative, cross-sectional survey was carried out, for which data was collected through a questionnaire from a sample of 906 tourists using the Smart PLS software. The results showed that familiarity with the region and attitudes towards the region is essential in tourists' intention to WOM. Therefore, this study supports the idea that tourist destinations should welcome tourists in the best way possible by providing them with greater familiarity with the region so that, through the word-of-mouth generated, it is possible to attract more tourists.
- Exploring word-of-mouth: The impact of social interaction, attitudes and video ad design in tourist behaviourPublication . Santos, Sara; Vasconcelos, Maria; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro Espírito: Internet travel advertising shapes and influences consumer behaviour and purchase decisions. The quality and form of the messages conveyed through these advertisements directly impact customer purchasing intent. Considering the information-intensive nature of the tourism industry and the growing significance of online platforms in destination marketing, web-based advertising has emerged as a popular method for promoting travel products to consumers. The initial perception of the destination showcased in the ad, and its presentation can substantially influence social interactions and ultimately affect how information about it is shared among acquaintances, both online and offline. By creating persuasive and captivating ads, marketers have the power to influence consumer behaviour profoundly and arouse their interest in various destinations. Therefore, this study focuses on the interactions between attitude towards the region, advertising design, and social interaction and how these can affect word-of-mouth behaviours in tourism promotional videos. The study collects 906 responses and examines the data using a structural equation model. For this purpose, a quantitative methodology using the SMART-PLS program was used. This study's findings highlight the importance of social interaction in spreading word-of-mouth, emphasising the crucial role of captivating visual design in creating positive associations with the brand. In addition, the mediating role of social interaction has also proved essential in the influence of visual design in ads on the spread of word-of-mouth among video viewers. These results are essential for marketing professionals, providing indispensable guidelines for creating persuasive and impactful content in tourism promotion videos
- How Destination Familiarity Impacts on Word of Mouth of Tourist Destinations: The Moderation Effects of Social Media EngagementPublication . Santos, Sara; Ferreira, Sónia; Augusto, Luísa; Santo, Pedro Espírito; Luciana PessoaWith the advent of the Internet, communication has changed, and new concepts have emerged, especially in tourism. Today, there are many tourist destinations, so competition is increasing. However, cities must find an effective method of differentiating themselves and demonstrating the value of their brand through social media posts since almost everyone is active in the digital world. Using social media, citizens can create and send content or choose word-of-mouth to pass on information about touristic destinations. Communication is vital for marketing and building a close relationship with the customer. Familiarity with the destination is essential because tourists should be prepared for what they will find when visiting a country. This article aims to study the effects of familiarity on the acceptance of tourist destinations moderated by engagement in social media. A quantitative approach was used, and a questionnaire was used to conduct the research. Using literature-tested scales, this study collected data from a sample of 915 individuals, which was analysed using SMART PLS software. The results identified that social media engagement is vital in moderating the relationship between familiarity with the destination, advertising stimulation and word of mouth
- How Destination Narratives Influence Visit IntentionPublication . Augusto, Luísa; Santos, Sara; Ferreira, Sónia; Santo, Pedro EspíritoThe competitive environment of the tourism sector requires new strategies for constructing engaging narratives to stimulate interest, raise awareness and create an emotional connection with visitors, allowing for greater involvement that can influence their visit to the destination. The conceptual model of this study aims to analyse how destination narratives promote the intention to visit, exploring the influence of narrative structure and immersion on tourists' positive emotions, attitudes and behaviours. This study uses a quantitative approach based on structural equation modelling structural equations using the AMOS software. Considering a sample of 901 respondents, this research allowed us to conclude that the narratives influenced positive emotions and attitudes towards regions, conditioning the intention to visit the destination. In this way, this study brings contributions to academia and the professional world, as it allows for a deeper understanding of effective tourism marketing strategies and their practical implications.
- Influence of Age on Relationship with WebsitesPublication . Santos, Sara; Santo, Pedro Espírito; Cardoso, Patrícia Azinheira; Augusto, Luísa; Oliveira, AdrianaE-commerce has grown quickly, and companies seek to attract their target audiences to their websites. The differences in behavior between young people, as users of websites and other older people is real. Thus, this investigation aimed to present an investigation model in order to analyze the determinants of loyalty to the sites and test the influence of age in this relationship. Through a sample of 250 website users, we tested an investigation model, tested through PLS-SEM, which supports the hypothesis that age produces effects in the relationship with the websites. This study is relevant for website managers, since it identifies the need for differentiated users. As impediment and limitations of the study discussed throughout this work.
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