Yıl 2020, Cilt 6 , Sayı 18, Sayfalar 341 - 348 2021-01-10

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

Sónia FERREİRA [1] , Pedro Espírito SANTO [2] , Sara SANTOS [3]


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.
Engagement, Creativity, WOW effect, Video ad
  • 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
Birincil Dil en
Konular Eğitim, Eğitim Araştırmaları
Bölüm Makaleler
Yazarlar

Yazar: Sónia FERREİRA (Sorumlu Yazar)
Kurum: Center for Studies in Education and Innovation, School of Education, Polytechnic of Viseu
Ülke: Portugal


Yazar: Pedro Espírito SANTO
Kurum: School of Technology and Management of Oliveira do Hospital, Polytechnic of Coimbra
Ülke: Portugal


Yazar: Sara SANTOS
Kurum: School of Education, Polytechnic of Viseu
Ülke: Portugal


Tarihler

Yayımlanma Tarihi : 10 Ocak 2021

EndNote %0 International E-Journal of Advances in Education CREATIVE VIDEO ADS IN COVID ERA: A PATH TO SOCIAL MEDIA ENGAGEMENT %A Sónia Ferrei̇ra , 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