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Advisor(s)
Abstract(s)
In 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.
Description
Keywords
Engagement Creativity WOW effect Video ad