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- 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.
- Bohemian Rhapsody: efeitos da atribuição de prémios cinematográficos no envolvimento no FacebookPublication . Ferreira, Sónia; Santos, Sara; Do Espírito Santo, Pedro ManuelNowadays, the importance of social media in the various sectors of our society is unquestionable. Furthermore, the investment that the cinematographic industry has been making in the use of new digital platforms that promote communication with the public is also undeniable. The trend is the cinema converge with the Internet, so it is imperative that the cinematographic industry creates an online content production system continuously and updated before, during and after the film’s debut in theatres. This empirical study aims to highlight the effects of the awarding of the best film and best actor in the 76th Golden Globe Award for the movie Bohemian Rhapsody. In this way, it was analysed the engagement of web users with the Facebook page before and after the attribution of the prizes to the film object of this analysis. The results show that as we move further from the release date of the movie, there will be a trend towards more “likes”, but less “shares” and “comments” by users that follows the movie page. Nevertheless, this trend changed in order to the Bohemian Rhapsody victory in the Golden Globes. Therefore, it is concluded that the awarding of premiums to the films modifies the engagement of the users in that pages of social media.
- 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.
- Tourists' Engagement on Tourism Organizations' Facebook Pages: The Role of User-Generated ContentPublication . Santos, Sara; Vasconcelos, Maria; Ferreira, SóniaTourism industry prospects are presented by digital marketing and consumer travel behaviour changes. Given this fact, digital content marketing (DCM) assumes greater significance for enhancing social media user engagement. Providing valuable and relevant information that differentiates the company and catches the consumers' attention has been one of the current challenges in this area. The wide availability of information on the Internet changes how consumers engage with it. Therefore, creating and disseminating educational and pertinent content is now mandatory. To ensure the effectiveness of the process, it is crucial to understand with whom, how, when, and where communication will be carried out. Thus, tourism organisations must offer targeted, tailored, and appealing information to interest customers more about the destinations. Social media is a commonly used strategy for tourism promotion initiatives, where User Generated Content (UGC) has emerged as one of the most popular means to achieve this goal. “Turismo Centro de Portugal” is responsible for publicizing the Centre region of Portugal, including cities such as Coimbra, Aveiro, Viseu, and Leiria. Turismo Centro de Portugal has won several communication-related awards, having already been recognized internationally for its advertising campaigns. Numerous studies analyzing user-generated content and digital content are available, but they invariably look at businesses rather than tourism-related institutions. Hence, conducting a study to identify follower engagement and involvement in digital content marketing posts versus user-generated content posts applied to the Turismo Centro de Portugal was considered pertinent. For this purpose, a qualitative analysis of the existing content and its results on Turismo Centro de Portugal's Facebook page was developed based on a social media content analysis framework adapted from other authors. The results revealed the importance of using user-generated content in a social media communication strategy for tourism organisations.