Browsing by Author "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.
- 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.
- 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.
- Promotional tourism videos: examining the role of familiarity, attitude, and word-of-mouth towards the regionPublication . 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.
- Recommendations for Internal Communication to Strengthen the Employer Brand: A Systematic Literature ReviewPublication . Santos, Sara; Augusto, Luísa; Ferreira, Sónia; Santo, Pedro Espírito; Vasconcelos, MariaThe increasingly intense competition in organisations means that they have to develop strategies to differentiate themselves. One of these strategies consists of using internal communication to improve the company’s attractiveness to outside talent and increase its attractiveness to its existing employees. However, this relationship still needs to be studied in the existing literature. This review aims to find and understand the main recommendations to be used in internal communication to improve employer branding. Nine open access scientific articles published between 2013 and 2023 on Scopus and Web of Science, written in English, met the inclusion criteria. Internal communication has been proven to play a crucial role in employer branding. The review presents a series of guidelines that can be incorporated into internal communication to strengthen the employer brand. These relate to communication qualities, knowing how to listen to and respect employees, maintaining responsiveness, providing feedback and the flow of company-related information, and choosing the appropriate communication channels. This study contributes to the ongoing scientific community by summarising and exploring the literature from the past decade. Its findings enhance our understanding of this field of study and strongly advocate for future research.
- Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as PredictorsPublication . Ferreira, Sónia; Santos, Sara; Santo, Pedro EspíritoThe evolution of social media has been great and people have been looking for more information on these networks. Globally, there are more than 4 billion active users on social networks who brands seek to attract their products and services. In this context, our investigation found factors that influence social media engagement: informativeness, self-brand connection and advertising stimulation. Through the literature review, a conceptual model was proposed that was later tested using PLS-SEM. Data were collected from 237 consumers and it was revealed that engagement in social media is explained by the variables identified by our model. Important contributions to the theory and management of the brand will be found in this investigation.
- Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as PredictorsPublication . Ferreira, Sónia; Santos, Sara; Santo, Pedro EspíritoThe evolution of social media has been great and people have been looking for more information on these networks. Globally, there are more than 4 billion active users on social networks who brands seek to attract their products and services. In this context, our investigation found factors that influence social media engagement: informativeness, self-brand connection and advertising stimulation. Through the literature review, a conceptual model was proposed that was later tested using PLS-SEM. Data were collected from 237 consumers and it was revealed that engagement in social media is explained by the variables identified by our model. Important contributions to the theory and management of the brand will be found in this investigation.