Postmodern society is characterised by consumers' hedonistic behaviours and values, in which experience consumption is a form of differentiation and social elevation. This study sought to understand consumers' online manifestations of boutique hotel experiences and individuals' motivations for engaging in electronic word-of-mouth. The research considered prior studies on experiential consumption, as well as publications focused on understanding postmodern individuals. Netnography was used to collect data on-and analysepost-consumption behaviours boutique hotels. Participant observation was conducted of the online manifestations of boutique hotel consumers' experiences. The research also included computermediated speech analysis, image analysis of virtually extracted data and discourse analysis of interviews with users identified from previous interactions and online postings. This study's approach was based on a different perspective than that of Pine and Gilmore's work, utilising instead the experience economy, postmodern consumer analysis and boutique hotel concepts. Observations revealed that exclusivity and privacy are central elements determining consumers' choice and definition of boutique hotels. However, online manifestations of experiences reveal exhibitionist and paradoxical behaviours.

The broader objective of this study was to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers from both Brazil and the USA. Cronbachs Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. It can be concluded that product placement varies markedly in the U.S. from Brazil based on the influence of a range of factors. In order for product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace.DOI: 10.5585/remark.v12i2.2507

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Objetivo: O objetivo deste estudo foi tomar a decisão de comprar um carro no Brasil. Este é um estudo de campo, utilizando métodos quantitativos, descritivos e envolvendo clientes de seis concessionárias de automóveis nas cidades dos estados brasileiros. Método: Trata-se de um estudo de campo, utilizando métodos quantitativos, descritivos e envolvendo clientes de seis concessionárias de automóveis das cidades dos estados brasileiros cobertas na Tabela 5 que adquiriram veículos entre 2011 e 2018. Os dados foram coletados por meio de um questionário eletrônico, que foi o questionário foi tomado como critério de aceitação para participar do estudo. Quatrocentos e vinte e sete pessoas responderam ao questionário, o que é feito na compra de um carro. Para os propósitos deste estudo, foram analisados apenas questionários completos (n = perfil demográfico: idade entre 32 e 73 anos; sexo masculino; pertencentes aos estratos sociais B1, B2 e C1; com experiência limitada de financiamento; e indicando a família como o principal fator na decisão de comprar o carro. Originalidade / Relevância: Com base nas informações obtidas, conclui-se que, ao confirmar a compra de um automóvel quase que imediatamente, muitas vezes impulsivamente, os consumidores podem acabar com dívidas desnecessárias, o que geralmente é exacerbado pela falta de informações precisas fornecidas ao consumidor no momento o prazo é obtido. Resultados: As informações obtidas no estudo mostram uma série de fatores que influenciam a decisão de comprar um carro por meio de financiamento. Os principais fatores foram: idade, renda média, experiência anterior de financiamento como meio de aquisição de ativos, influência da família ou do trabalho, tempo necessário para confirmar a compra após a aprovação do empréstimo, desejo de possuir o carro, euforia e felicidade após a compra, fácil acesso ao financiamento, nível de endividamento após a compra e grau de satisfação com a compra. Contribuições teóricas: As informações obtidas no estudo mostram uma série de fatores que influenciam a decisão de comprar um carro por meio de financiamento. Os principais fatores foram: idade, renda média, experiência anterior de financiamento como meio de aquisição de ativos, influência da família ou do trabalho, tempo necessário para confirmar a compra após a aprovação do empréstimo, desejo de possuir o carro, euforia e felicidade após a compra, fácil acesso ao financiamento, nível de endividamento após a compra e grau de satisfação com a compra.

Despite the growth and economic relevance of electronic sports (eSports), the motivations of this type of media and entertainment consumption remain underexplored, particularly in scenarios in which traditional sports are a cultural element and an important influence in the lifestyle of the population. Thus, the main objective of this paper is to understand the drivers of electronic sports motivation for the Brazilian eSports audience, regarding their motivations to watch online matches. We performed a survey with 262 Brazilian eSports spectators, analyzing the results through Structural Equation Modeling. Findings revealed that that eSports consumption is driven by four main motivations, namely, novelty, escapism, aesthetic and vicarious achievement, being vicarious achievement the main driver of eSports consumption in Brazil. This study advances the understanding of the influence of culture in eSports consumption, exploring the antecedents of this kind of media entertainment and the role of motivations in the digital arena. This comprehension is paramount due to the increase of digital platforms, digital types of entertainment and the growth of eSports consumption worldwide.

This paper aims at analyzing the influence of consumer innovativeness behavior on the purchasing adoption process of products sold on the internet. Through a theoretical framework, the Domain Specific Innovativeness (DSI) and New Involvement Profile (NIP) scales were used in the study. The research approach has a mixed methodology, having both qualitative and quantitative approaches. In the qualitative phase, two focus group were conducted, with the objective of aligning the scales with the main research focus, and in the quantitative phase, an online survey with 448 respondents was applied. Data processing was based on multiple linear regression and results shows that the construct of the consumer innovativeness behavior has an explanatory power (R²) of 59.8% relative to the purchasing adoption process by the consumer. The consumers with a stronger innovativeness behavior showed to have similar characteristics when it came to purchasing innovative electronic products, making it easier to lead them to consumption.

Currently in Brazil, Firms have increasingly used celebrities as endorsers in their advertising campaigns. This exploratory and quantitative research aimed to assess the impact of celebrity endorsement in consumers' purchasing decisions. The data was compiled through a structured questionnaire administered by accessibility. Primarily, it was asked personal questions and then issues that addressed the topic, by using the Likert scale. Three statistical filters were created to analyze the answers without considering the consumers' profile, and then, they were presented comparing the average profile and different respondents' profiles. The results show that celebrity endorsement has an influence in consumers' purchasing decisions.