Sharing videos on whatsapp

Revista Pensamento Contemporâneo em Administração Pub Date : 2022-08-16 DOI:10.12712/rpca.v16i2.55486

Lucas Lopes Ferreira Souza, A. A. Freitas, M. Mota, Caio Victor

引用次数: 0

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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在whatsapp上分享视频

该研究试图验证不同类型的视频对WhatsApp用户的影响。该研究，描述性和定量，样本(n = 208)非概率和可及性。数据通过在线问卷收集。采用结构方程模型和方差分析。结果表明，对视频内容和娱乐的偏好导致了行为的改变。此外，视频内容影响分享意愿和对广告的态度。这篇文章提出了WhatsApp与使用与满足理论(U&G)之间前所未有的经验证据。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Revista Pensamento Contemporâneo em Administração

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