Compreendendo o Marketing e o Comportamento do Consumidor no Ambiente Digital: Insights de Pesquisadores Brasileiros

Vieira, Valter Afonso; Almeida, Marcos Inácio Severo de; Zanette, Maria Carolina

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Revista de Administração Contemporânea

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Editorial • Rev. adm. contemp. 27 (4) • 2023 • https://doi.org/10.1590/1982-7849rac2023230141.en copiar

Compreendendo o Marketing e o Comportamento do Consumidor no Ambiente Digital: Insights de Pesquisadores Brasileiros

Autoria SCIMAGO INSTITUTIONS RANKINGS

RESUMO

Nos artigos deste Número Especial da Revista de Administração Contemporânea (RAC), os autores promovem uma importante discussão no campo do marketing digital brasileiro. Neste editorial, explicamos como os autores constroem pontes entre marketing digital, marketplace, consumidores e aplicações das empresas por meio de investigações empíricas. Como o marketing vem utilizando novas tecnologias isso demanda mudanças constantes de ajustes às plataformas sociais no ambiente digital e faltam insights sobre o marketing digital brasileiro. Considerando a economia digital, o comportamento do consumidor e a cultura tecnológica, os cinco artigos levantam questões interessantes sobre como a publicidade viral e as plataformas de imagem/vídeo/áudio afetam as medidas de resposta do consumidor (por exemplo, compras on-line) e criam experiências de mídia social. Tais experiências incluem ambientes omnichannel que conectam e criam ecossistemas entre empresas, consumidores, governos, partes interessadas e profissionais de marketing em redes organizadas.

Palavras-chave:
comportamento do consumidor; marketing digital; estrutura; estratégia de marketing; tecnologia

Brazilian scholars	What we are learning in digital marketing?
Isabella et al. (2023Isabella, G., Melo, A. de., & Gonzalez, M. A. (2023). Going viral on advertising YouTube video: Detecting the influences. Revista de Administração Contemporânea, 27(4), e220300. https://doi.org/10.1590/1982-7849rac2023220300.en https://doi.org/10.1590/1982-7849rac2023... )	Firms are looking for acting and balancing their strategies in traditional offline environments and digital online video platforms .
Becheri et al. (2023Becheri, J., Gusmão, A., Cozadi, E. G., & Leme, P. H. (2023). Instagram in the modest fashion market: Analysis by the perspective of sociotechnical structures. Revista de Administração Contemporânea, 27(4), e220168. https://doi.org/10.1590/1982-7849rac2023220168.en https://doi.org/10.1590/1982-7849rac2023... )	Platforms are useful for generating information being a channel for integrating customers in the product development and monetary transactions.
Richarde et al. (2023Richarde, A. P., Prado, P. H. M., Brantes, J. B. (2023). Privacy signals: Exploring the relationship between cookies and online purchase intention. Revista de Administração Contemporânea. 27(4), e220311. https://doi.org/10.1590/1982-7849rac2023220311.en https://doi.org/10.1590/1982-7849rac2023... )	“Cookie acceptance positively influences intention, only when the consumers accept cookie collection and when they have a need for the product” (p. 2).
Floriano and Silva (2023Floriano, M. D. P., & Silva, A. H. (2023). Understanding conspicuity in the dissemination of experiences on social media: The effect of materialism. Revista de Administração Contemporânea, 27(4), e220323. https://doi.org/10.1590/1982-7849rac2023220323.en https://doi.org/10.1590/1982-7849rac2023... )	"Exploring the symbolic character and status of experiences in digital environments are ways to increase the consumption of this type of product”.
Gasparin and Slongo (2023Gasparin, I., & Slongo, L. A. (2023). Omnichannel as a consumer-based marketing strategy. Revista de Administração Contemporânea, 27(4), e220327. https://doi.org/10.1590/1982-7849rac2023220327.en https://doi.org/10.1590/1982-7849rac2023... )	Improving omnichannel strategies necessitates understanding how consumers experience multiple touchpoints with firms along their journey to purchase products and services

Brazilian firm	Example
Coral Tintas	In Brazil, Coral has an app to show how the chosen paint color will be displayed in the customer room.
R2U	R2U provides a tool for companies such as furniture stores.
Hospital Israelita Albert Einstein	Hospital Israelita Albert Einstein offers an interactive gamification application to reassure children who will undergo a computed tomography (CT) exam.
O Boticário	The campaign uses artificial reality (AR) on YouTube videos with a call-to-action video to test the company lipsticks.
Tetra Pak, Toyota, ThyssenKrupp	Tetra Pak uses mixed virtual reality glasses in their production line called Hololens, developed by Microsoft (remote access to production line).
Apiguana (see also Europ Assistance Brasil, Cielo, etc.)	Apiguana uses omnichannel to optimize customer service via e-commerce (i.e., Vtex platform). The platform uses product registration, integration of means of payment, shipping, and other touchpoints.

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