Como se dá o Engajamento do Consumidor em um Espaço Colaborativo: Relação de negócios ou devoção?

Lira, Jordana Soares de; Júnior, Omero Galdino da Silva; Costa, Flávia Zimmerle da Nóbrega

doi:10.51359/2526-7884.2020.244205

Cited by 2 publications

(2 citation statements)

References 10 publications

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“…The massive presence of companies on social media has led to the growing participation of consumers in the process of creating value for the products and services with which they engage (Büscher & Igoe, 2013). Value cocreation, therefore, is an engagement dimension, to the extent that customers' perception of value drives them to create and disseminate brand content while consuming products and information (Lira, Silva Júnior & Costa, 2020).…”

Section: Vivek Beatty and Morgan (2012)mentioning

confidence: 99%

Relationships Between Consumer Engagement and Purchase Intention of Ecological Products

Matos

Nobre

Galvão

et al. 2023

RGSA

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Purpose: This study aims to analyze the relationship between consumer engagement with the Beta brand and the purchase intention of ecological products sold by the company. Theoretical framework: It builds on the literature on consumer engagement and behavior and green or ecological products Method/design/approach: In this study, the research was characterized as quantitative, descriptive and explanatory, with data collected through a survey. The study population was made up of consumers and potential consumers of Beta Cosmetics, a company that operates in the beauty market, offering sustainable solid products. A sample composed of consumers who agreed to participate in the survey was used, totaling 107 respondents. Results and conclusion: The results indicate that conscious participation positively affects the purchase intention of these products, and that consumers who regularly buy the products are more engaged, enthusiastic and conscious, and perceive greater value in the products. Meanwhile, consumers who rarely buy the products have high purchase intention, but are more sensitive to the price, as these products are more expensive than traditional products on the market. Research Implications: This study has an impact on practical implications in the practice of ecological products, as it emphasizes that engagement and awareness may not lead to sales. Although consumers perceive value in ecological products, the high price plays an important role in preventing the realization of purchase intentions. Originality/value: The paper provides evidence of the determinants of ecological products purchase intentions. It also shows that developing ideas that will educate, attract and engage consumers might strengthen their purchase intention, specially if combined with a competitive price.

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Section: Vivek Beatty and Morgan (2012)mentioning

confidence: 99%

Relationships Between Consumer Engagement and Purchase Intention of Ecological Products

Matos

Nobre

Galvão

et al. 2023

RGSA

View full text Add to dashboard Cite

show abstract

“…In these virtual spaces, users not only search for information, but produce their own content that is instantly available to other Internet users (Kotler, Kartajaya, & Setiawan, 2017). It is through advances in information and communication technologies that consumers start adding value to brands, feeding virtual word-of-mouth about their consumption habits and preferences (Kannan, 2017;Lira, Silva Júnior & Costa, 2020).…”

Section: Introductionmentioning

confidence: 99%

Digital Influencers and Congruent Content Generates Opportunities for Gifts: A Study on parent's Purchase Decisions

Galdino da Silva Júnior,

Costa,

Gomes Fialho

et al. 2023

RAD

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O presente artigo objetiva compreender melhor a relação entre a influência digital de usuários e a avaliação dos pares como variáveis favoráveis ao consumo de produtos. Dessa forma, foi estruturada uma pesquisa experimental com foco em analisar de que forma se dá a relação entre esses construtos. A partir de uma amostra não-probabilística por conveniência, usando a técnica snowball, participaram 89 pais de todos o Brasil nessa pesquisa. O estudo contribui com a literatura ao entender que os digital influencers podem até possuir um apelo positivo para a intenção de compra, mas ainda não se obteve correlação efetiva para a compra efetiva. Contudo, a validação desses usuários tem sido e será cada vez mais crucial para a tomada de decisão dos compradores.

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Como se dá o Engajamento do Consumidor em um Espaço Colaborativo: Relação de negócios ou devoção?

Cited by 2 publications

References 10 publications

Relationships Between Consumer Engagement and Purchase Intention of Ecological Products

Relationships Between Consumer Engagement and Purchase Intention of Ecological Products

Digital Influencers and Congruent Content Generates Opportunities for Gifts: A Study on parent's Purchase Decisions

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