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Brand Engagement and Creative Digital Advertising: A Case Study of Galo Portuguese Brand

2024Book part Restricted access
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dc.contributor.authorSantos, Sara
dc.contributor.authorSanto, Pedro Espírito
dc.contributor.authorFerreira, Sónia
dc.date.accessioned2024-09-12T14:36:18Z
dc.date.available2024-09-12T14:36:18Z
dc.date.issued2024
dc.date.updated2024-02-03T23:15:20Z
dc.description.abstractAdvertising has evolved over the decades. Knowing consumers are increasingly avoiding advertisements, creating campaigns that attract attention and stay in memory is essential. Advertisers’ main goal is to get closer to consumers, generating visibility, attractiveness, and engagement with the brand. Furthermore, this topic has aroused the academy's interest, and studies show the importance of advertising and its connection with brand engagement. Thus, this study (n = 244) was carried out through a research model, tested through the PLS-SEM methodology, which showed that informativeness, narrative structure and narrative transportation have effects on brand engagement and advertising stimulation play a mediating role in this relationship. Therefore, it is suggested that brands create video ads with information and relevant structures to attract consumers that consider themselves part of these ads.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1007/978-3-031-41770-2_12pt_PT
dc.identifier.isbn9783031417696
dc.identifier.isbn9783031417702
dc.identifier.issn2661-8184
dc.identifier.issn2661-8192
dc.identifier.slugcv-prod-3398246
dc.identifier.urihttp://hdl.handle.net/10400.19/8535
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherSpringer Nature Switzerlandpt_PT
dc.subjectInformativenesspt_PT
dc.subjectNarrative structurept_PT
dc.subjectNarrative transportationpt_PT
dc.subjectBrand engagementpt_PT
dc.subjectAdvertising stimulationpt_PT
dc.titleBrand Engagement and Creative Digital Advertising: A Case Study of Galo Portuguese Brandpt_PT
dc.typebook part
dspace.entity.typePublication
oaire.citation.endPage219pt_PT
oaire.citation.startPage207pt_PT
oaire.citation.titlePerspectives on Design and Digital Communication IV: Research, Innovations and Best Practicespt_PT
person.familyNameSantos
person.familyNameFerreira
person.givenNameSara
person.givenNameSónia
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsclosedAccesspt_PT
rcaap.typebookPartpt_PT
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublication.latestForDiscovery28135b98-2988-4645-be18-17209bd8ef98

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