Relating brand functions and internal user influence factors: netnographic study in virtual communities
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
Outros Autores: | , |
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 |
Resumo: | 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. |
id |
UFPE-5_133b6e1c7517dd34e120d8efeed1c60c |
---|---|
oai_identifier_str |
oai:oai.periodicos.ufpe.br:article/244238 |
network_acronym_str |
UFPE-5 |
network_name_str |
Consumer Behavior Review |
repository_id_str |
|
spelling |
Relating brand functions and internal user influence factors: netnographic study in virtual communitiesRelacionando funções das marcas e fatores de influência internos dos usuários: estudo netnográfico em comunidades virtuaisbrand functionsinternal consumer factorsvirtual communitiesnetnography.funções da marcafatores internos dos consumidorescomunidades virtuaisnetnografia.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.Conhecer as influências que determinam as escolhas dos consumidores é primordial para que os profissionais de marketing possam propor estratégias às organizações. Um dos recursos para essa compreensão está no entendimento das comunidades virtuais, dada sua importância na contemporaneidade. Assim, este trabalho objetiva compreender as funções das marcas e os fatores de influência internos para os usuários de comunidades virtuais de três grandes marcas. Para tanto, realizou-se uma pesquisa mista por meio de netnografia. Os dados foram obtidos de forma arquivais e extraídos por meio de questionários nas comunidades virtuais, sendo submetidos à análise de conteúdo e estatística descritiva. Os resultados evidenciam que o posicionamento adequado das marcas propicia a percepção das funções exercidas para seus usuários. Infere-se que as organizações devem conhecer como as funções de suas marcas são desempenhadas e como os consumidores se comportam perante elas, para que possam elaborar estratégias mais assertivas e obter maior retorno.Universidade Federal de Pernambuco2020-05-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionNetnografia.application/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/24423810.51359/2526-7884.2020.244238CBR - Consumer Behavior Review; Vol. 4 No. 2 (2020): may-august; 146-161CBR - Consumer Behavior Review; v. 4 n. 2 (2020): maio-agosto; 146-1612526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244238/35279Copyright (c) 2020 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessMaciel, Alan César SouzaCardoso, Janaína GularteSousa Júnior, João Henriques de2023-05-26T02:02:18Zoai:oai.periodicos.ufpe.br:article/244238Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T02:02:18Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false |
dc.title.none.fl_str_mv |
Relating brand functions and internal user influence factors: netnographic study in virtual communities Relacionando funções das marcas e fatores de influência internos dos usuários: estudo netnográfico em comunidades virtuais |
title |
Relating brand functions and internal user influence factors: netnographic study in virtual communities |
spellingShingle |
Relating brand functions and internal user influence factors: netnographic study in virtual communities Maciel, Alan César Souza brand functions internal consumer factors virtual communities netnography. funções da marca fatores internos dos consumidores comunidades virtuais netnografia. |
title_short |
Relating brand functions and internal user influence factors: netnographic study in virtual communities |
title_full |
Relating brand functions and internal user influence factors: netnographic study in virtual communities |
title_fullStr |
Relating brand functions and internal user influence factors: netnographic study in virtual communities |
title_full_unstemmed |
Relating brand functions and internal user influence factors: netnographic study in virtual communities |
title_sort |
Relating brand functions and internal user influence factors: netnographic study in virtual communities |
author |
Maciel, Alan César Souza |
author_facet |
Maciel, Alan César Souza Cardoso, Janaína Gularte Sousa Júnior, João Henriques de |
author_role |
author |
author2 |
Cardoso, Janaína Gularte Sousa Júnior, João Henriques de |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Maciel, Alan César Souza Cardoso, Janaína Gularte Sousa Júnior, João Henriques de |
dc.subject.por.fl_str_mv |
brand functions internal consumer factors virtual communities netnography. funções da marca fatores internos dos consumidores comunidades virtuais netnografia. |
topic |
brand functions internal consumer factors virtual communities netnography. funções da marca fatores internos dos consumidores comunidades virtuais netnografia. |
description |
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. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-05-14 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Netnografia. |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244238 10.51359/2526-7884.2020.244238 |
url |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244238 |
identifier_str_mv |
10.51359/2526-7884.2020.244238 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/244238/35279 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 CBR - Consumer Behavior Review info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 CBR - Consumer Behavior Review |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
dc.source.none.fl_str_mv |
CBR - Consumer Behavior Review; Vol. 4 No. 2 (2020): may-august; 146-161 CBR - Consumer Behavior Review; v. 4 n. 2 (2020): maio-agosto; 146-161 2526-7884 reponame:Consumer Behavior Review instname:Universidade Federal de Pernambuco (UFPE) instacron:UFPE |
instname_str |
Universidade Federal de Pernambuco (UFPE) |
instacron_str |
UFPE |
institution |
UFPE |
reponame_str |
Consumer Behavior Review |
collection |
Consumer Behavior Review |
repository.name.fl_str_mv |
Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE) |
repository.mail.fl_str_mv |
cbr@ufpe.br||periodicos.ufpe@ufpe.br |
_version_ |
1797220395852496896 |