Percorrer por autor "Amorim, Edgar"
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- The art of storytelling: analysis of digital advertising campaigns in the telecommunications sectorPublication . Amorim, Edgar; Santos, SaraIn recent years, the telecommunications sector in Portugal has experienced increasing competition and consumer demand for more personalised and affordable services. In response, major brands have adopted emotionally engaging and immersive storytelling in their digital advertising strategies, particularly during seasonal campaigns. This study explores how storytelling in audiovisual campaigns can influence consumer engagement and evoke positive emotions. Through a literature review and qualitative analysis of two video campaigns by Vodafone and NOS, this paper examines the role of narrative structures and emotional appeal in shaping brand perception. The campaigns on YouTube were analysed in terms of narrative content, emotional tone, and audience engagement. Vodafone’s campaign, focusing on disconnection from technology to foster family bonds, achieved strong viewer interaction and empathy through relatable themes and nostalgic visuals. NOS’s campaign centred on traditional Portuguese values and the emotional power of a holiday message, resonating with audiences through music, familial imagery, and themes of longing. Both campaigns highlighted the strategic use of storytelling to humanise brands and deepen emotional connections with consumers. Despite growing academic interest, literature on narrative advertising in the digital environment, specifically within the telecommunications sector, remains limited. This study contributes to bridging this gap, providing insight into how storytelling can be an effective branding tool in a saturated and competitive market.
- Once upon a brand: storytelling in digital telecom campaignsPublication . Amorim, Edgar; Santos, Sara; JorgeStorytelling has been establishing itself as a central strategy in brand communication by providing narrative experiences that foster immersion, empathy with characters, and the emotional involvement of consumers. The ability of narratives to generate narrative transport and positive emotions has proven to be fundamental in strengthening the connection between consumers and brands, especially in digital contexts. This chapter analyses the impact of storytelling on digital advertising campaigns in the telecommunications sector in Portugal, seeking to address the scarcity of studies dedicated to this topic. The research analysed two 2024 Christmas campaigns broadcast on YouTube by the NOS and Vodafone brands. It surveyed 227 participants using a questionnaire that assessed narrative structure, narrative transport, positive emotions, and brand engagement. Statistical analysis confirmed that wellconstructed narratives increase narrative transport, trigger positive emotions and strengthen brand engagement.