CREATIVE VIDEO ADS IN COVID ERA: A PATH TO SOCIAL MEDIA ENGAGEMENT

Sónia Ferreira; Pedro Espírito Santo; Sara Santos

doi:10.18768/ijaedu.834582

Research Article

CREATIVE VIDEO ADS IN COVID ERA: A PATH TO SOCIAL MEDIA ENGAGEMENT

Year 2020, Volume: 6 Issue: 18, 341 - 348, 10.01.2021

Sónia Ferreira Pedro Espírito Santo Sara Santos

https://doi.org/10.18768/ijaedu.834582

Cited By: 1

Abstract

In the social sciences, particularly in marketing, professors are present with constant challenges, therefore, they have been looking for new methods to engage students through content in the classroom. However, a global pandemic COVID-19 that led to the confinement of millions of people worldwide and launched new challenges for education in social sciences. There was a greater digitization of educational contents.
Therefore, the main objective of this study was to analyse the effects of content creativity on student engagement through WOW effect mediation. Thus, we presented a video available on YouTube and through a survey we obtained 178 responses from students of marketing courses. The results were analysed using PLS-SEM and show that creativity influences the WOW effect and, consequently, students' engagement with the contents. In this context, this study presents important conclusions for education in social sciences, specifically in the area of marketing.

Keywords

Engagement , Creativity , WOW effect , Video ad

References

Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018) 'The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations'. Journal of Retailing and Consumer Services, 40, 139-149. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. doi: 10.1007/BF02723327

Year 2020, Volume: 6 Issue: 18, 341 - 348, 10.01.2021

Sónia Ferreira Pedro Espírito Santo Sara Santos

https://doi.org/10.18768/ijaedu.834582

Cited By: 1

Abstract

References

Algharabat, R., Rana, N. P., Dwivedi, Y. K., Alalwan, A. A., & Qasem, Z. (2018) 'The effect of telepresence, social presence and involvement on consumer brand engagement: An empirical study of non-profit organizations'. Journal of Retailing and Consumer Services, 40, 139-149. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. doi: 10.1007/BF02723327

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Details

Primary Language	English
Subjects	Other Fields of Education
Journal Section	Articles
Authors	Sónia Ferreira Pedro Espírito Santo Sara Santos
Publication Date	January 10, 2021
Submission Date	September 6, 2020
Published in Issue	Year 2020 Volume: 6 Issue: 18

Cite

EndNote	Ferreira S, Santo PE, Santos S (January 1, 2021) CREATIVE VIDEO ADS IN COVID ERA: A PATH TO SOCIAL MEDIA ENGAGEMENT. IJAEDU- International E-Journal of Advances in Education 6 18 341–348.

Cited By

Video Advertising: Connection and differences between consumers?

Journal of Digital Science

Sónia Ferreira

https://doi.org/10.33847/2686-8296.3.1_2

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