Sharing videos on whatsapp

Autores

DOI:

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

Resumo

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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Biografia Autor

Caio Victor, Universidade Estadual do Ceará

Programa de Pós-Graduação em Administração

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Publicado

2022-08-16

Edição

Secção

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