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Consumer Social Media Engagement with Video Ad in the Context of the COVID-19 Pandemic

2022-07-08Journal article Open access
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dc.contributor.authorVeiga, Pedro Mota
dc.contributor.authorDiogo, Julien
dc.contributor.authorDo Espírito Santo, P.M.
dc.contributor.authorSantos, Sara
dc.date.accessioned2023-03-10T15:08:52Z
dc.date.available2023-03-10T15:08:52Z
dc.date.issued2022-07-08
dc.date.updated2023-03-09T21:14:04Z
dc.description.abstractThe 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationVeiga, P. M.; Diogo, J.; do Espírito Santo, P. M.; & Santos, S. (2022). Consumer Social Media Engagement with Video Ad in the Context of the COVID-19 Pandemic. International Journal of Marketing, Communication and New Media, 10(8), 71-87.pt_PT
dc.identifier.doi10.54663/2182-9306.2022.v10.n18.71-87pt_PT
dc.identifier.issn2182-9306
dc.identifier.slugcv-prod-3084663
dc.identifier.urihttp://hdl.handle.net/10400.19/7669
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.subjectInformativenesspt_PT
dc.subjectPlayfulnesspt_PT
dc.subjectSocial Media Engagementpt_PT
dc.subjectCovid 19 campaignpt_PT
dc.subjectVideo Adpt_PT
dc.titleConsumer Social Media Engagement with Video Ad in the Context of the COVID-19 Pandemicpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.conferencePlacePortugalpt_PT
oaire.citation.endPage87pt_PT
oaire.citation.issue18pt_PT
oaire.citation.startPage71pt_PT
oaire.citation.titleInternational Journal of Marketing, Communication and New Mediapt_PT
oaire.citation.volume10pt_PT
person.familyNameDiogo
person.givenNameJulien
person.identifier.ciencia-id601B-3B3F-7EEE
rcaap.cv.cienciaidBF1C-855D-D6E7 | Sara Santos
rcaap.rightsclosedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublicationf09c88ca-8fba-4bcc-b41c-fb909336d012
relation.isAuthorOfPublication.latestForDiscoveryf09c88ca-8fba-4bcc-b41c-fb909336d012

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