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

Year 2020, , 341 - 348, 10.01.2021
https://doi.org/10.18768/ijaedu.834582

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.

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, , 341 - 348, 10.01.2021
https://doi.org/10.18768/ijaedu.834582

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

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.

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