Relating brand functions and internal user influence factors: netnographic study in virtual communities

• Autor(a) principal: Maciel, Alan César Souza
• Data de Publicação: 2020
• Outros Autores: Cardoso, Janaína Gularte, Sousa Júnior, João Henriques de
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244238
• topic: brand functions; internal consumer factors; virtual communities; netnography.; funções da marca; fatores internos dos consumidores; comunidades virtuais; netnografia.

Knowing the influences that determine consumer choices is paramount so that marketers can propose strategies to organizations. One of the resources for this understanding is the understanding of virtual communities, given their importance in contemporary times. Thus, this work aims to understand the functions of brands and the internal influencing factors for users of virtual communities of three major brands. For this, a mixed research was carried out through netnography. The data were obtained in archival form and extracted through questionnaires in the virtual communities, being submitted to content analysis and descriptive statistics. The results show that the proper positioning of the brands provides the perception of the functions performed for its users. It is inferred that organizations must know how the functions of their brands are performed and how consumers behave towards them, so that they can develop more assertive strategies and obtain greater return.