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Social Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as Predictors

2021Journal article Restricted access
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dc.contributor.authorFerreira, Sónia
dc.contributor.authorSantos, Sara
dc.contributor.authorSanto, Pedro Espírito
dc.date.accessioned2021-03-16T09:39:05Z
dc.date.available2021-03-16T09:39:05Z
dc.date.issued2021
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1007/978-3-030-71782-7_23pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.19/6698
dc.language.isoengpt_PT
dc.relationRefª UIDB/05507/2020pt_PT
dc.subjectSocial media engagementpt_PT
dc.subjectVideo advertisingpt_PT
dc.subjectSelf brand connectionpt_PT
dc.titleSocial Media Engagement Through Video Advertising: Informativeness and Self Brand Connection as Predictorspt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage260pt_PT
oaire.citation.startPage249pt_PT
oaire.citation.titleAdvances in Digital Science. ICADS 2021. Advances in Intelligent Systems and Computingpt_PT
oaire.citation.volume1352pt_PT
person.familyNameFerreira
person.familyNameSantos
person.givenNameSónia
person.givenNameSara
person.identifier.ciencia-id961B-514E-F239
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.orcid0000-0003-0664-1039
person.identifier.orcid0000-0002-3581-6478
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

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