A década de 1980 trouxe uma visão alternativa à corrente positivista predominante no campo de pesquisa do consumidor: a Consumer Culture Theory (CCT), que assume uma orientação epistemológica baseada no interpretativismo e na pesquisa qualitativa. Diante do destaque alcançado pela CCT, levantou-se a seguinte questão: a CCT já pode ser considerada uma escola de pensamento em marketing autônoma? Pautados em três critérios fundamentais para a qualificação de uma escola de pensamento (reconhecimento acadêmico, corpo de conhecimento e contribuições), foi realizada uma desk research, baseada em perió-dicos e artigos da área e na construção de um corpus de pesquisa construído com base nas referências contidas no texto seminal Consumer Culture Theory (CCT): twenty years of research. A conclusão é de que a CCT atende aos critérios adotados na presente pesquisa, podendo ser considerada uma escola de pensamento a utônoma dentro do campo de pesquisa do consumo. Abstract The 1980s brought an alternative view to the positivist predominant current in consumer research field: Consumer Culture Theory (CCT), which assumes an epistemological orientation based on interpretivism and qualitative research. Given the prominence achieved by CCT it's raised the follow question: Consumer Culture Theory can be considered an autonomous marketing school of thought? Guided by three fundamental criteria for qualifying a school of thought (academic recognition, body of knowledge and contributions), a desk research was conducted, based on journals and papers in the field and in a research corpus built from the references included in the seminal text Consumer Culture Theory (CCT): Twenty Years of Research. Conclusion is that CCT meets the criteria adopted in this research and, thus, can be considered an autonomous marketing school of thought within the field of consumer research. Keywords Consumer Culture Theory, school of thought, interpretivism, consumer research, desk research.
Objetivo: O lanamento do game Pokemon GO gerou um frenesi nunca antes visto no Brasil em relao a um jogo de videogame e revelou ao pas a existncia de um pblico aficionado por cultura pop e tecnologia, os chamados nerds. A tomada das cidades pelos caadores de monstrinhos virtuais teve uma enorme repercusso na grande mdia e levou diferentes pblicos a se posicionarem a respeito. Assumindo o consumo como prtica identitria, o presente trabalho teve o objetivo de analisar a constituio identitria dos usurios brasileiros do Pokemon GO por meio dos discursos que se estabeleceram a partir do anncio do lanamento do jogo no pas. Mtodo: Adotamos a Anlise de Discurso Foucaultiana (ADF), que evidencia como certos discursos revelam regularidades. O corpus de pesquisa foi formado por matrias veiculadas durante vinte meses, a partir do anncio do produto. Relevncia: O pblico nerd tem ganho importncia social e econmica, tanto pela relevncia da cultura pop no mundo contemporneo, quanto pelo crescimento da indstria do entretenimento. Resultados: Identificamos duas formaes discursivas relacionadas ao consumo do Pokemon GO no Brasil: uma referente busca de legitimidade da identidade nerd e outra ao estigma a essa imputado. Contribuio metodolgica: A pesquisa apresenta uma operacionalizao sistematizada do mtodo foucaultiano. Contribuio terica: Os achados levam ao entendimento do consumo nerd como uma arena de poltica da identidade. Contribuio social: O estudo pe em evidncia uma identidade social que, a despeito de seu relevo econmico, ainda se caracteriza como minoritria.
ResumoO uso da pesquisa qualitativa tem crescido na academia de Administração. No entanto, entende-se que para sua melhor utilização seja necessário discutir seus princípios de validade e confiabilidade. Com base nisto, este texto se inicia com uma discussão acerca de aspectos epistemológicos e éticos associados ao uso da pesquisa qualitativa. Depois, discutem-se os diferentes tipos de critérios de validade e confiabilidade pertinentes à pesquisa qualitativa. Finalmente, tais critérios são apresentados. Essa lógica é aplicada ao campo da Administração. Para concluir, chama-se a atenção para a relevância da presente discussão e destaca-se que esta seja fundamental para a credibilidade da pesquisa qualitativa no campo da Administração, uma vez que esse campo é dominado pelo paradigma positivista.Palavras-chave: Pesquisa Qualitativa. Validade. Confiabilidade.
NFL Brazilian broadcasts is distinguished by the interaction of fans through social media. By reverberating television content in another media, they establish the phenomenon of Social TV. The research pursues to respond how Brazilian viewers enjoy the NFL through Social TV. For this purpose, we performed a netnography based on three league seasons, through 2016 to 2019. Results reveal Brazilian viewers enjoy the NFL through Social TV because it propitiates them to participate in the broadcasting, what becomes more important than the games itself. Based on this, we argue that NFL fans and ESPN channels co-prosume a simulation turned possible due to the current mediatized world.
Context: highly identified with the genre, indie fans are engaged and productive, especially in virtual communities where they circulate opinions and share experiences. Objective: since relations mediated by consumption provide conditions for constituting subjectivities, we rely on Foucault’s theory with the aim of analyzing how the interactions of indie music fans evidence an alethurgical process of subjectivation. Methodology: to do this, we performed a netnography on a large global forum for indie music discussion. Results: results show a cultural configuration in which the communal sense legitimize conducts, based on emotional testimonies and manifestations of expertise, which establish the very condition of fanity associated with the capacity of its members to outline the fan object, develop a fan authority and then to position themselves in relation to the market logic in which the genre is inserted. Conclusion: thus, we conclude that indie music fans perform an alethurgy of affirmation. The study innovates by adopting the concept of alethurgy as a means of analyzing the subjectivation of fans, which is evidenced as a theoretical gap in the field of CCT.
Customer value is understood as one of the constructs that best explains consumer decision making. Its proposal is to understand how consumers translate product or service characteristics and consequences of use into personal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchical representation. The most commonly used method to achieve means-end chains is laddering. This theory and method were used to understand customer values of an important on-line Brazilian newspaper, which is an innovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of a personal nature are the most important ones. However, other values indicate the increase of the public man pointing to an alternative vision of what is commonly thought of as the contemporary isolated and selfish human. Academic research could benefit from a broader understanding and use of the means-end theory and laddering on the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfaction measuring and customer value reevaluation, in addition to copy tests.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.