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Title:
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THE MAIN ROLE OF VIDEO ADS' STRUCTURE
ON SOCIAL MEDIA ENGAGEMENT |
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Author(s):
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Sónia de Almeida Ferreira, Sara Santos and Pedro Espírito Santo |
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ISBN:
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978-989-8704-23-8 |
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Editors:
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Pedro Isaías |
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Year:
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2020 |
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Edition:
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Single |
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Keywords:
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Video Ads, Narrative Structure, Creativity, Brand Congruence, Social Media Engagement |
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Type:
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Full |
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First Page:
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19 |
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Last Page:
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26 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Social networks play an important role in the life of today's societies. Brands create and share advertising video ads on
social media networks and, in the context of the COVID-19 pandemic, social networks have allowed brands to
communicate with their consumers, and creativity and narrative structures were important to consumers. Brands are
producing video ads that show consumers' day context in order to obtain greater social media engagement. Considering
that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427
responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity,
the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social
media. Further, presents practical and theoretical recommendations. |
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