Video ads' creativity and structure influence on brand congruence and engagement
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.19/6687 |
Resumo: | Social networks play an important role in the life of today's societies and consumers are engaging more online with brands. Brands create and share information and special video ads on social networks, and, in the context of the COVID-19 pandemic, social networks allow brands to communicate with their consumers simply and quickly. Therefore, creativity and narrative structures are important for consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations. |
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Video ads' creativity and structure influence on brand congruence and engagementVideo AdsNarrative StructureCreativityBrand CongruenceSocial Media EngagementSocial networks play an important role in the life of today's societies and consumers are engaging more online with brands. Brands create and share information and special video ads on social networks, and, in the context of the COVID-19 pandemic, social networks allow brands to communicate with their consumers simply and quickly. Therefore, creativity and narrative structures are important for consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations.Repositório Científico do Instituto Politécnico de ViseuFerreira, SóniaSantos, SaraSanto, Pedro2021-03-10T18:46:13Z20202020-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.19/6687eng1645-7641info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-01-16T15:28:54ZPortal AgregadorONG |
dc.title.none.fl_str_mv |
Video ads' creativity and structure influence on brand congruence and engagement |
title |
Video ads' creativity and structure influence on brand congruence and engagement |
spellingShingle |
Video ads' creativity and structure influence on brand congruence and engagement Ferreira, Sónia Video Ads Narrative Structure Creativity Brand Congruence Social Media Engagement |
title_short |
Video ads' creativity and structure influence on brand congruence and engagement |
title_full |
Video ads' creativity and structure influence on brand congruence and engagement |
title_fullStr |
Video ads' creativity and structure influence on brand congruence and engagement |
title_full_unstemmed |
Video ads' creativity and structure influence on brand congruence and engagement |
title_sort |
Video ads' creativity and structure influence on brand congruence and engagement |
author |
Ferreira, Sónia |
author_facet |
Ferreira, Sónia Santos, Sara Santo, Pedro |
author_role |
author |
author2 |
Santos, Sara Santo, Pedro |
author2_role |
author author |
dc.contributor.none.fl_str_mv |
Repositório Científico do Instituto Politécnico de Viseu |
dc.contributor.author.fl_str_mv |
Ferreira, Sónia Santos, Sara Santo, Pedro |
dc.subject.por.fl_str_mv |
Video Ads Narrative Structure Creativity Brand Congruence Social Media Engagement |
topic |
Video Ads Narrative Structure Creativity Brand Congruence Social Media Engagement |
description |
Social networks play an important role in the life of today's societies and consumers are engaging more online with brands. Brands create and share information and special video ads on social networks, and, in the context of the COVID-19 pandemic, social networks allow brands to communicate with their consumers simply and quickly. Therefore, creativity and narrative structures are important for consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020 2020-01-01T00:00:00Z 2021-03-10T18:46:13Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.19/6687 |
url |
http://hdl.handle.net/10400.19/6687 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
1645-7641 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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