Publication
Video Advertising: Connection and differences between consumers?
| dc.contributor.author | Ferreira, Sónia | |
| dc.contributor.author | Santos, Sara | |
| dc.contributor.author | Santo, Pedro Espírito | |
| dc.date.accessioned | 2023-03-31T10:58:34Z | |
| dc.date.available | 2023-03-31T10:58:34Z | |
| dc.date.issued | 2021-06 | |
| dc.date.updated | 2023-03-16T18:03:05Z | |
| dc.description.abstract | The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, selfconnection and advertising stimulation. Through CURRENT ISSUE OF JDS Institute of Certified Specialists 16/09/22, 21:56 Video Advertising: Connection and differences between consumers? – Institute of Certified Specialists https://ics.events/journal-of-digital-science/video-advertising/ 2/8 literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Ferreira S., Santos S., Santo P.E. Video Advertising: Connection and differences between consumers? J. Digit. Sci. 3(1), 14 – 25 (2021). https://doi.org/10.33847/2686-8296.3.1_2 | pt_PT |
| dc.identifier.doi | 10.33847/2686-8296.3.1_2 | pt_PT |
| dc.identifier.issn | 2686-8296 | |
| dc.identifier.slug | cv-prod-2562954 | |
| dc.identifier.uri | http://hdl.handle.net/10400.19/7706 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.subject | Social Media Engagement | pt_PT |
| dc.subject | Video Advertising, | pt_PT |
| dc.subject | Self Brand Connection | pt_PT |
| dc.title | Video Advertising: Connection and differences between consumers? | pt_PT |
| dc.type | journal article | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 25 | pt_PT |
| oaire.citation.issue | 1 | pt_PT |
| oaire.citation.startPage | 14 | pt_PT |
| oaire.citation.title | Journal of Digital Science | pt_PT |
| oaire.citation.volume | 3 | pt_PT |
| person.familyName | Ferreira | |
| person.familyName | Santos | |
| person.givenName | Sónia | |
| person.givenName | Sara | |
| person.identifier.ciencia-id | 961B-514E-F239 | |
| person.identifier.ciencia-id | BF1C-855D-D6E7 | |
| person.identifier.orcid | 0000-0003-0664-1039 | |
| person.identifier.orcid | 0000-0002-3581-6478 | |
| rcaap.cv.cienciaid | 961B-514E-F239 | Sónia Ferreira | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | article | pt_PT |
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