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Creative video ads in Covid Era: a path to social media engagement

2020Journal article Open access
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dc.contributor.authorFerreira, Sónia
dc.contributor.authorSANTO, Pedro Espírito
dc.contributor.authorSANTOS, Sara
dc.date.accessioned2021-03-10T11:06:39Z
dc.date.available2021-03-10T11:06:39Z
dc.date.issued2020
dc.description.abstractIn 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.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.18768/ijaedu.834582pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.19/6680
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationRefª UIDB/05507/2020pt_PT
dc.subjectEngagementpt_PT
dc.subjectWOW effectpt_PT
dc.subjectCreativitypt_PT
dc.subjectVideo adpt_PT
dc.titleCreative video ads in Covid Era: a path to social media engagementpt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage348pt_PT
oaire.citation.issue6pt_PT
oaire.citation.startPage341pt_PT
oaire.citation.titleIJAEDU- International E-Journal of Advances in Educationpt_PT
oaire.citation.volume18pt_PT
person.familyNameFerreira
person.givenNameSónia
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0003-0664-1039
rcaap.rightsopenAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery2bda986a-1487-41b1-bb7d-5e70731c47cd

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