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Center of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative Transportation

2024-12-31Artigo de investigação Acesso aberto
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dc.contributor.authorSantos, Sara
dc.contributor.authorVasconcelos, Maria
dc.contributor.authorFerreira, Sónia
dc.contributor.authorAugusto, Luísa
dc.contributor.authorSanto, Pedro Espírito
dc.date.accessioned2026-04-14T10:58:41Z
dc.date.available2026-04-14T10:58:41Z
dc.date.issued2024-12-31en_US
dc.date.updated2026-04-13T17:47:47Z
dc.description.abstractNowadays, it is possible to acknowledge the appeal of online platforms for advertising or the growing popularity of videos as a form of viewer engagement and entertainment. In video advertising, the narrative framework significantly impacts how the message is interpreted, particularly when storytelling techniques are applied. Moreover, the quality and format of the advertising's message directly impact consumers' intention to make a purchase. Recently, short movies have become very popular and offer much promise for marketing travel. The way that the advertisement presents the location can have a significant impact on how people feel towards the destination. Through the creation of compelling advertisements, marketers can significantly impact customer feelings, piquing their interest in destinations. A total of 906 responses were gathered for the study, and the data were analyzed using structural equation modelling and the SMART-PLS program. All the hypotheses that were tested were confirmed, indicating that the narrative structure, transportation, and advertisement design all had a significant impact on the development of positive feelings in the viewers of the promotional videos. Therefore, the narrative and design of the advertising influence the positive emotions of tourists who see this ad. These findings bolster the body of knowledge regarding using narratives in travel videos and imply that promotional videos can effectively accomplish destination marketing. Moreover, these carry repercussionsfor marketing professionals, giving them invaluable guidance on producing compelling and memorable content for travel-related videos.por
dc.description.versionN/A
dc.identifier.doi10.54663/2182-9306.2024.v.12.n.95-107en_US
dc.identifier.issn2182-9306en_US
dc.identifier.slugcv-prod-4263826
dc.identifier.urihttp://hdl.handle.net/10400.19/9773
dc.identifier.wosWOS:001410830100006en_US
dc.language.isoN/Apor
dc.subjectNarrative Transportation Narrative Structure
dc.subjectAd Visual Design
dc.subjectCustomer Behavior
dc.subjectPositive Emotions
dc.subjectTourism
dc.titleCenter of Portugal Tourism: Effects of Video Advertisements on Positive Emotions and Narrative Transportationen_US
dc.typeresearch articleen_US
dspace.entity.typePublication
oaire.citation.titleInternational Journal of Marketing, Communication and New Mediaen_US
person.familyNameSantos
person.familyNameFerreira
person.familyNameAugusto
person.familyNameSanto
person.givenNameSara
person.givenNameSónia
person.givenNameLuísa
person.givenNamePedro Espírito
person.identifier.ciencia-idBF1C-855D-D6E7
person.identifier.ciencia-id961B-514E-F239
person.identifier.ciencia-id8115-8053-06FA
person.identifier.ciencia-idE41B-D54C-75E7
person.identifier.orcid0000-0002-3581-6478
person.identifier.orcid0000-0003-0664-1039
person.identifier.orcid0000-0001-9117-4775
person.identifier.orcid0000-0001-8924-7912
person.identifier.scopus-author-id57213160598
rcaap.cv.cienciaid961B-514E-F239 | Sónia Ferreira
rcaap.rightsopenAccessen_US
relation.isAuthorOfPublication28135b98-2988-4645-be18-17209bd8ef98
relation.isAuthorOfPublication2bda986a-1487-41b1-bb7d-5e70731c47cd
relation.isAuthorOfPublicationbbf46095-efc1-488f-af7d-4fc6c4c1633b
relation.isAuthorOfPublication50abf7fb-c263-4c25-b510-25c4c99a0d5b
relation.isAuthorOfPublication.latestForDiscovery28135b98-2988-4645-be18-17209bd8ef98

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