Video Advertising: Connection and differences between consumers?

Sónia Ferreira, Sara Santos, Pedro Espírito Santo

Cite: Ferreira S., Santos S., Santo P.E. Video Advertising: Connection and differences between consumers? J. Digit. Sci. 3(1), 14 – 25 (2021). https://doi.org/10.33847/2686-8296.3.1_2

Abstract. The internet search trend has caused that online users are looking for more and more enriched information. The evolution of social media has been huge and users relate to social networks differently than they did before. Currently, there are more than 4 billion active users on social networks and brands are looking to showcase their products and services. Our research found the following factors that influence social media engagement: informativeness, self-connection and advertising stimulation. Through literature review, we propose a conceptual model that has been tested in the PLS-SEM. Data were collected from 237 consumers and our survey found that engagement in social media is explained by the variables identified by our model. Important contributions to brand theory and management will be found in this investigation.

Keywords: Social Media Engagement, Video Advertising, Self Brand Connection.

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Published online 29.06.2021