Sharing videos on Whatsapp

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DOI:

https://doi.org/10.12712/rpca.v16i2.55486

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).

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Author Biography

Caio Victor, Universidade Estadual do Ceará

Programa de Pós-Graduação em Administração

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Published

2022-08-16

Issue

Vol. 16 No. 2 (2022)

Section

Artigos/Papers

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