Year: 2022
Type: article
Study design: Observational Study
Abstract: The research sought to verify how different types of videos influence WhatsApp users. The study, descriptive and quantitative, had a sample (n = 208) non-probabilistic and by accessibility. Data were collected by online questionnaires. Structural Equation Modeling and ANOVA were used. The results show that the preference for video content and entertainment causes behavioral changes. Furthermore, video content influences sharing intention and attitude towards the ad. The article presents unprecedented empirical evidence between WhatsApp and the Theory of Uses and Gratification (U&G).
Institutions: Universidade Estadual do Ceará, Universidade de Fortaleza
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4383220736