The Effect of Storytelling Associated with COVID-19 on Engagement
Revista Galega de Economia
; 31(3), 2022.
Article
in Portuguese
| Scopus | ID: covidwho-2164324
ABSTRACT
The main objective of this investigation is to understand how the posts in form of stories published by brands associated with the COVID-19 pandemic affected engagement with their consumers. Regarding the stories, plot, characters and verisimilitude have been evaluated. With regard to consumer engagement (CE), affective, emotional and cognitive involvement have been assessed. This study uses a qualitative methodology with a netnographic approach that takes into account the comments of the advertisements published on two social networks, Facebook and Instagram, by nine Portuguese brands. The results of this research reveal that in order for the stories associated with COVID-19 to have a greater level of influence on the customer, they must use their elements as a whole, to encourage positive consumer engagement. © Universidade de Santiago de Compostela.
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Experimental Studies
Language:
Portuguese
Journal:
Revista Galega de Economia
Year:
2022
Document Type:
Article
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