Author(s): Augusto, Luísa ; Santos, Sara ; Santo, Pedro Manuel do Espírito
Date: 2023
Persistent ID: http://hdl.handle.net/10400.19/8296
Origin: Repositório Científico do Instituto Politécnico de Viseu
Subject(s): advertising; social networks; videos
The importance of advertising on social networks has been growing, and the use of videos has become a more present reality. Understanding the narrative is not always understood by consumers. Closely associated with advertisements on YouTube are influencer marketing and the use of influencers by brands to produce content and narratives about brands, generating greater trust, engagement, and more positive emotional responses. In this sense, understanding how consumers see the narrative and how the video ad generates emotional responses for consumers is still an unexplained issue. This study seeks to fill this gap and studies how video ad elements contribute to positive emotional responses. Through a cross-sectional investigation, data were collected from a group of consumers of a telecommunications brand that were analyzed through structural equation modeling. Therefore, this investigation understands that the endorser is a constituent element of the narrative that promotes narrative transportation and emotional responses.
