Consumer Social Media Engagement with Video Ad in the Context of the COVID-19 Pandemic

Pedro Mota Veiga, Julien Diogo, Pedro Manuel do Espírito Santo, Sara Santos

Abstract


The main objective of this article is to analyze the narrative of an advertising video in the context of the COVID-19 pandemic through a utilitarian (informativeness) and hedonic (playfulness) perspective and evaluate its consequences on brand engagement. In this article, we propose a quantitative approach based on structural equation models. The questionnaire was disseminated in April 2020, and 235 valid responses were obtained and analyzed using the software AMOS v26. The results confirmed the adjustment of the data to the conceptual model established and that empathy with the content in advertising videos has a mediating effect on playfulness and informativeness effects in brand engagement in social networks during COVID-19 pandemic. Our study analyses the narrative of an advertising video in the context of the COVID-19 pandemic through a utilitarian (informativeness) and hedonic (playfulness) perspective and evaluates its consequences on brand engagement. Despite the existence of several studies on advertising, its relationship with brand engagement is still poorly studied in the literature, especially in the pandemic period. This work demonstrates the importance of empathy with video as important factor in digital brand engagement, even in times of crisis.

 

DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.71-87


Keywords


Informativeness; Playfulness; Social Media Engagement; Covid 19 campaign; Video Ad

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Copyright (c) 2022 Pedro Mota Veiga, Julien Diogo, Pedro Manuel do Espírito Santo, Sara Santos

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


Indexing:

Web of Science - Emerging Sources Citation Index - Clarivate Analytics

Journal Citation Reports (JCR) 2021

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