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Anabela Ribeiro
Instituto Superior de Contabilidade e Administração do Porto
Maria Antónia Rodrigues
Instituto Superior de Contabilidade e Administração do Porto
Patrícia Lemos
Instituto Superior de Contabilidade e Administração do Porto
Vol 31 No 3 (2022), Articles, pages 1-38
Submitted: 16-02-2022 Accepted: 23-10-2022 Published: 30-11-2022
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The main objective of this investigation is to understand how the posts in form of stories published by brands associated with the COVID-19 pandemic affected engagement with their consumers. Regarding the stories, plot, characters and verisimilitude have been evaluated. With regard to consumer engagement (CE), affective, emotional and cognitive involvement have been assessed. This study uses a qualitative methodology with a netnographic approach that takes into account the comments of the advertisements published on two social networks, Facebook and Instagram, by nine Portuguese brands. The results of this research reveal that in order for the stories associated with COVID-19 to have a greater level of influence on the customer, they must use their elements as a whole, to encourage positive consumer engagement.

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