It is a type of marketing communication that aims to disseminate short, persuasive messages, aimed at a specific market segment and in an easy way.
Published in Chapter:
The Role of Customer Engagement in the COVID-19 Era
Sara Santos (Universidade de Aveiro, Portugal), Pedro Espírito Santo (ESTGOH, Politécnico de Coimbra, Portugal), and Luísa Augusto (Instituto Politécnico de Viseu, Portugal)
Copyright: © 2021
|Pages: 26
DOI: 10.4018/978-1-7998-3919-4.ch005
Abstract
Costumer engagement is a multidimensional concept which develops over the time and is widely studied in the literature of marketing. Consumers attached to the brand tend to be more involved in behaviors that support the brand. On the other side, brand-self connection is an important element in consumer-brand relationship being part of brand attachment, where social media have a special role. Playfulness and informativeness of video have a significant impact on the value of social media ads, and the authors present the relationship between these two variables and customer engagement. The study will present an investigation with 235 Portuguese individuals during the months of confinement justified by the pandemic COVID-19. The results show that customer engagement depends on informativeness, playfulness, and brand-self connection. Throughout this empirical study, they show that social media brand engagement is explained by these variables. This chapter enhances knowledge on costumer engagement, brand-self connection, and video informativeness and playfulness, supporting new researches in this topic.