Engajamento do consumidor em uma comunidade virtual de marca

• Autor(a) principal: Lima, Vitor Moura
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/13324
• topic: Consumer engagement; Engajamento do consumidor; Comunidade virtual de marca; Redes sociais na internet; Facebook; Virtual brand community; Social networks sites; Administração de empresas; Comportamento do consumidor; Consumidores - Atitudes; Marketing na internet; Marca registrada; Redes sociais on-line; Comunidades virtuais

The objective of the research was the investigation of the consumer engagement in a virtual brand community, which considered L'Oréal Paris Brasil Facebook Fan Page as a context of observation. On this purpose, by a netnography method, the interactions were collected from members of the website over three months and analyzed from the perspective of the conceptual model presented by Brodie et al. (2011b). During content analysis, which considered Bardin (2007) techniques, the dimensions, processes and sub-processes of the consumer engagement were identified, as proposed by the conceptual model. In addition, the results point to the validation of the model and reinforce the view that the mere participation or involvement doesn't indicates engagement, because it reflects a complex psychological state, context dependent and requires antecedents and consequences processes. Based on these findings, theoretical and practical implications, as well as suggestions for future studies, are discussed.