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

Yıl 2020, Cilt 6, Sayı 18, 341 - 348, 10.01.2021
https://doi.org/10.18768/ijaedu.834582

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.

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

Yıl 2020, Cilt 6, Sayı 18, 341 - 348, 10.01.2021
https://doi.org/10.18768/ijaedu.834582

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 Eğitim, Eğitim Araştırmaları
Bölüm Makaleler
Yazarlar

Sónia FERREİRA Bu kişi benim (Sorumlu Yazar)
Center for Studies in Education and Innovation, School of Education, Polytechnic of Viseu
Portugal


Pedro Espírito SANTO Bu kişi benim
School of Technology and Management of Oliveira do Hospital, Polytechnic of Coimbra
Portugal


Sara SANTOS Bu kişi benim
School of Education, Polytechnic of Viseu
Portugal

Yayımlanma Tarihi 10 Ocak 2021
Başvuru Tarihi 6 Eylül 2020
Kabul Tarihi 30 Aralık 2020
Yayınlandığı Sayı Yıl 2020, Cilt 6, Sayı 18

Kaynak Göster

EndNote %0 International E-Journal of Advances in Education CREATIVE VIDEO ADS IN COVID ERA: A PATH TO SOCIAL MEDIA ENGAGEMENT %A Sónia Ferreira , Pedro Espírito Santo , Sara Santos %T CREATIVE VIDEO ADS IN COVID ERA: A PATH TO SOCIAL MEDIA ENGAGEMENT %D 2021 %J IJAEDU- International E-Journal of Advances in Education %P 2411-1821-2411-1821 %V 6 %N 18 %R doi: 10.18768/ijaedu.834582 %U 10.18768/ijaedu.834582

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