Earned Media by Commercial Video Sharing: The Impacts of Value and its Outcomes to Brands

Informações

Código: MKT1956
Divisão: MKT - Marketing
Tema de Interesse: Tema 08 - Gestão de Relacionamentos e Relacionamentos Consumidor-Marca

Autores

Cid Gonçalves Filho (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) cid@fumec.br
Gustavo Quiroga Souki (Programa de Mestrado Profissional em Administração/Centro Universitário Una) gustavosouki@gmail.com
Flavia Braga Chinelato (Departamento de Posgrado en Negocios/CENTRUM Católica Graduate Business School - Pontificia Universidad Católica del Perú, Lima, Perú) flaviachinelato@gmail.com
Marcos Ferreira Santos (Escuela Internacional de Ciencias Económicas y Administrativas/Universidad La Sabana e Observatorio SCALA/Universidad Los Andes) marcosfsantos@gmail.com

Resumo

The viral marketing offers resources for the structuring and disseminating quickly and large- scale information in favor of content, products and their brands. Organizations started to produce commercial videos and disseminate them in the social networks on a large scale. Lister (2018) highlights that a video generates 1.200% more shares than the text and images combined. However, most of the studies about video sharing are related to consumer content, not firm generated content. We also observe that are scarce research that relates to the impacts of sharing online media on brand constructs. In this sense, the objective of this study is to identify the antecedents of commercial video sharing and its impact on the consumers' attitudes. A total of 368 questionnaires were collected, preceded by the viewing of videos. The results reveal impacts of the entertainment value and utility value with the intention of sharing videos. The intention to share videos presents impacts on Brand Equity: directly, and indirectly mediated by Brand Attachment. In this sense, this study contributed by identifying strategies for firms in order to earn media from sharing of commercial videos, revealing its influences on brand equity and brand attachment.

Abrir PDF