publication . Article . 2021

Creative video ads in Covid Era: a path to social media engagement

FERREİRA, Sónia; SANTO, Pedro Espírito; SANTOS, Sara;
Open Access English
  • Published: 10 Jan 2021
  • Country: Portugal
Abstract
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 studen...
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ACM Computing Classification System: ComputingMilieux_COMPUTERSANDEDUCATION
free text keywords: Engagement, WOW effect, Creativity, Video ad, Engagement,Creativity,WOW effect,Video ad
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