Öz
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.
Anahtar Kelimeler
Kaynakça
- 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
Öz
Kaynakça
- 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
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Alan Eğitimleri |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 10 Ocak 2021 |
| Gönderilme Tarihi | 6 Eylül 2020 |
| Yayımlandığı Sayı | Yıl 2020 |
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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