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Advisor(s)
Abstract(s)
The massification of the use of the internet for advertising purposes and the growth of Youtube as a platform for disseminating brand content has channeled the investments of brand managers to digital media. In this scope, more and more advertisements are being shared on Youtube. The success of an ad depends on its contents and the narrative presented. Thus, this research identified that the informativeness of advertisements and the narrative structure stimulate consumers and, consequently, influence brand choice. It is a case study analysis based on the Portuguese brand “Gallo” Through 244 consumer responses, we identified the antecedents of brand choice by estimating the model through SMART-PLS. This study found relevant evidence that brand managers can use.
Description
Keywords
Informativeness Narrative structure Narrative transportation Brand choice Advertising stimulation
Citation
Santos, S., Santo, P.E., Ferreira, S. (2023). Video Ad Informativeness and Narrative Structure and Transportation as Antecedents of Brand Choice: A Portuguese Brand Case Study. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication III. DIGICOM 2022. Springer Series in Design and Innovation , vol 27. Springer, Cham. https://doi.org/10.1007/978-3-031-20364-0_47
Publisher
Springer Nature Switzerland