VIDEO ADS' CREATIVITY AND STRUCTURE INFLUENCE ON BRAND CONGRUENCE AND ENGAGEMENT

Social networks play an important role in the life of today's societies and consumers are engaging more online with brands. Brands create and share information and special video ads on social networks, and, in the context of the COVID-19 pandemic, social networks allow brands to communicate with their consumers simply and quickly. Therefore, creativity and narrative structures are important for consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations.