Loading...
6 results
Search Results
Now showing 1 - 6 of 6
- Video ads engagement in COVID-19 eraPublication . Ferreira, Sónia; Santo, Pedro; 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.
- 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.
- Creative video ads in Covid Era: 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.
- Video ads' creativity and structure influence on brand congruence and engagementPublication . Ferreira, Sónia; Santos, Sara; Santo, PedroSocial networks play an important role in the life of today's societies and consumers are engaging more online with brands. Brands create and share information and special video ads on social networks, and, in the context of the COVID-19 pandemic, social networks allow brands to communicate with their consumers simply and quickly. Therefore, creativity and narrative structures are important for consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations.
- How Creativity and Celebrity Trust Promotes Intention to Visit a DestinationPublication . Ferreira, Sónia; Santos, Sara; Espírito Santo, PedroVideo advertising has been widespread through TV and, over the last 10 years, through social media. The creation and production of video advertisements is increasing and therefore the creation of videos that are creative and credible is relevant in communication. In tourism, the intention to visit a destination often depends on the information that is obtained, where video ads are one of those sources of information. Videos that include celebrities as main characters are common and influence tourists to visit destinations they have not visited before. Therefore, this research aimed to analyze a research model, through the SMARTPLS software, where creativity and celebrity were conceptualized as intention to visit antecedents. The data obtained from a sample of 231 individuals shows that advertising credibility has positive effects on intention to visit a destination. Additionally, we found that advertising credibility depends on creativity and celebrity trust. Thus, important contributions will be suggested.
- The main role of vídeo ads’ structure on social media engagementPublication . Ferreira, Sónia; Santos, Sara; Santo, PedroSocial networks play an important role in the life of today's societies. Brands create and share advertising video ads on social media networks and, in the context of the COVID-19 pandemic, social networks have allowed brands to communicate with their consumers, and creativity and narrative structures were important to consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations.