O Youtube como meio para a imersão dos consumidores nas narrativas das marcas

Palavras-chave: Imersao na narrativa; celebridades; youtube; design dos anuncios Abstract: The use of celebrities in advertising has been a strategy for decades, and the use of these individuals in the service of brands has had very significant effects on consumer persuasion. The study of videos has focused on cinematographic aspects and there is little theoretical basis on the creation of videos and the analysis of their impact. In the analysis of advertising videos published on Youtube, studies are even scarcer. In this context, this study sought to analyse the influence of celebrities in the engagement and immersion with the videos. [...]through a structural equation model, we found that videos using celebrities familiar and with values congruent with consumers have a more recognizable design and consequently consumers get more involved with the video.