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- Consumer Behavior: A Literature Review of the Early Research on the COVID-19 OutbreakPublication . Diogo, Julien; Veiga, PedroThe outbreak of COVID-19 has substantially altered trends and the research agenda in Consumer Behavior (CB). The main objectives of this article is analyze and classify the main contributions published the early research on CB on the COVID -19 pandemic , seeking to discover the perspective and the gaps and outline future avenues of research . With this article, we performed a systematic literature review based on articles published in Web of Science (WoS). We used a bibliometric approach based on Bibliographic Coupling of Documents complemented by a thematic analysis which allows us to provide a more holistic overview of the domain under study. Based on literature review six key thematic areas were identified in CB research of early stage of the pandemic: Environmental Factors, Social Media CB and Business Strategies, Personal and Psychological Characteristics , Purchase Process , and Panic buying . The conclusions present limitations inherent to systematic literature review articles, in particular the filters used to limit the search.
- Consumer Social Media Engagement with Video Ad in the Context of the COVID-19 PandemicPublication . Veiga, Pedro Mota; Diogo, Julien; Do Espírito Santo, P.M.; Santos, SaraThe main objective of this article is to analyze the narrative of an advertising video in the context of the COVID-19 pandemic through a utilitarian (informativeness) and hedonic (playfulness) perspective and evaluate its consequences on brand engagement. In this article, we propose a quantitative approach based on structural equation models. The questionnaire was disseminated in April 2020, and 235 valid responses were obtained and analyzed using the software AMOS v26. The results confirmed the adjustment of the data to the conceptual model established and that empathy with the content in advertising videos has a mediating effect on playfulness and informativeness effects in brand engagement in social networks during COVID-19 pandemic. Our study analyses the narrative of an advertising video in the context of the COVID-19 pandemic through a utilitarian (informativeness) and hedonic (playfulness) perspective and evaluates its consequences on brand engagement. Despite the existence of several studies on advertising, its relationship with brand engagement is still poorly studied in the literature, especially in the pandemic period. This work demonstrates the importance of empathy with video as important factor in digital brand engagement, even in times of crisis.