Anúncios e mídias sociais

O impacto das emoções

Authors

  • Felipe Gerhard Paula Sousa UECE - Universidade Estadual do Ceará
  • Vanessa Saldanha Pinheiro Programa de Pós Graduação em Administração da Universidade Estadual do Ceará
  • Rafaela Cajado Magalhães UECE - Universidade Estadual do Ceará
  • Mizael Moreira Sales UniAteneu

DOI:

https://doi.org/10.12712/rpca.v15i2.47819

Abstract

This article aims to examine the impact, independently and jointly, of emotional appeals and the amount of information in advertisements posted on social networks on consumer behavior. In order to achieve this, an experimental study of factorial design was conducted through advertisements on a social network (Facebook). For data treatment, analysis of variance (ANOVA) and post-hoc tests were performed. The results show that, especially, when the negative appeal, such as fear, is added to information that underscores this valence, the consumer's attitude seems to stand out more than in other combinations.

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Author Biographies

Felipe Gerhard Paula Sousa, UECE - Universidade Estadual do Ceará

Doutor em Administração pelo Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará

Vanessa Saldanha Pinheiro, Programa de Pós Graduação em Administração da Universidade Estadual do Ceará

Mestranda em Administração pelo Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará

Rafaela Cajado Magalhães, UECE - Universidade Estadual do Ceará

Mestre em Administração pelo Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará

Mizael Moreira Sales, UniAteneu

Pós-graduando em Análise de Sistemas Web na UniAteneu

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Published

2021-07-01

Issue

Vol. 15 No. 2 (2021)

Section

Artigos/Papers

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