Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights
Main Article Content
Valter Afonso Vieira
Marcos Inácio Severo de Almeida
Maria Carolina Zanette
Abstract
The papers on this Special Issue of the Journal of Contemporary Administration promote an important discussion in the Brazilian digital marketing field. In this editorial, we explain how the authors build bridges between digital marketing, marketplace, consumers, and firms’ applications by means of empirical investigations. As new technologies force marketing to constantly change to adjust to social platforms in the digital environment, insights about Brazilian digital marketing are missing. Considering the digital economy, consumer behavior, and technological culture, the five papers raise interesting questions about how viral advertising and image/video/audio platforms affect consumer response measures (e.g., online purchases) and create social media experiences. Such experiences include omnichannel environments that connect and create ecosystems across firms, consumers, governments, stakeholders, and marketing professionals in organized networks.
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How to Cite
Afonso Vieira, V., Severo de Almeida, M. I., & Zanette, M. C. (2023). Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights. Journal of Contemporary Administration, 27(4), e230141. https://doi.org/10.1590/1982-7849rac2023230141.en
Section
Editorial
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References
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Becheri, 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
Brei, V. A., Mazzon, J. A., Farias, S. A. de., & de Matos, C. A. (2020). 1o Censo Brasileiro dos Pesquisadores Acadêmicos de Marketing. Revista Interdisciplinar de Marketing, 10(2), 78-94. https://doi.org/10.4025/rimar.v10i2.48142
Brouard, M., Brunk, K. H., Campana, M., Dalmoro, M., Ferreira, M. C., Figueiredo, B., Scaraboto, D., Sibai, O., Smith, A. N., & Belkhir, M. (2023). “Upload your impact”: Can digital enclaves enable participation in racialized markets?
Journal of Public Policy & Marketing, 42(1), 56-73. https://doi.org/10.1177/07439156221130960
Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49(1), 1-19. https://doi.org/10.1016/j.intmar.2019.08.002
Farias, S. A. (2023). Pânico na academia! Inteligência artificial na construção de textos científicos com o uso do ChatGPT. Revista Interdisciplinar de Marketing, 13(1), 79-83. https://doi.org/10.4025/rimar.v13i1.66865
Ferreira, M. C., & Scaraboto, D. (2022). Qualitative insights for digital marketing. In A. Hanlon, & T. L. Tuten (Eds.), SAGE Handbook of digital marketing (pp. 159-177). Sage Publications.
Floriano, 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
Froemming, L. M. S., Luce, F. B., Perin, M. G., Sampaio, C. H., Beber, S. J. N., & Trez, G. (2000). Análise da qualidade dos artigos científicos da área de marketing no Brasil: As pesquisas survey na década de 90. Revista de Administração Contemporânea, 4(3), 201-219. https://doi.org/10.1590/S1415-65552000000300011
Gasparin, 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
Guia da Farmácia (2023, February 22). Consumo omnichannel cresce 20% no Brasil e impulsiona novas soluções. Retrieved August 03, 2023 from https://guiadafarmacia.com.br/consumo-omnichannel-cresce-20-no-brasil-eimpulsiona-
novas-solucoes/
Hunt, S. D. (1999). A general theory of competition: Resources, competences, productivity, economic growth. Sage Publications.
Isabella, 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
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Leite, F. P., & Baptista, P. D. P. (2022). Influencers’ intimate self-disclosure and its impact on consumers’ self-brand connections: Scale development, validation, and application. Journal of Research in Interactive Marketing, 16(3), 420-437. https://doi.org/10.1108/JRIM-05-2020-0111
Leite, G. A., Filho., (2008). Padrões de produtividade de autores em periódicos e congressos na área de contabilidade no Brasil: Um estudo bibliométrico. Revista de Administração Contemporânea, 12(2), 533-554. https://doi.org/10.1590/S1415-65552008000200011
Mazzon, J. A., & Hernandez, J. M. D. C. (2013). Produção científica brasileira em marketing no período 2000-2009. Revista de Administração de Empresas, 53(1), 67-80. https://doi.org/10.1590/S0034-75902013000100007
Quintão, R. T, & Morais, I. (2019). Consumer culture theory: Uma análise das publicações realizadas por autores brasileiros. Revista Interdisciplinar de Marketing, 9(1), 1-11. https://doi.org/10.4025/rimar.v9i1.44894
Ramaswamy, V., Desarbo, W. S., Reibstein, D. J., & Robinson, W. T. (1993). An empirical pooling approach for estimating marketing mix elasticities with PIMS data. Marketing Science, 12(1), 103-124. https://doi.org/10.1287/mksc.12.1.103
Richarde, 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
Rossi, C. A. V., & Farias, S. A. (2006). Fórum-conhecimento científico em marketing no Brasil: Perspectivas para o desenvolvimento da pesquisa e da teoria. Revista de Administração de Empresas, 46(4), 10-12. https://doi.org/10.1590/S0034-75902006000400002
Santos, R. C., Hamza, K. M., & da Nogami, V. K. da C. (2015). E-commerce de artigos de moda: Análise da influência dos atributos da compra online. Revista Interdisciplinar de Marketing, 5(1), 64-80. https://doi.org/10.4025/rimar.v5i1.26793
Silva, M. J. de B., & de Barbosa, M. de L. A. (2016). Da posse à possibilidade do acesso? Compreendendo os conceitos de consumo colaborativo no marketing. Revista Interdisciplinar de Marketing, 6(2), 42-53. https://doi.org/10.4025/rimar.v6i2.31583
Silva, M. J. de B., Farias, S. A. de, Grigg, M. K., & Barbosa, M. de L. de D. A. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163. https://doi.org/10.1080/15332667.2019.1664872
Technavio. (2022). Big Data services market by component, end-user and geography – Forecast and analysis 2023-2027. https://www.technavio.com/report/big-data-services-marketindustry-analysis
Toaldo, A. M. M., & Luce, F. B. (2006). Estratégia de marketing: Contribuições para a teoria em marketing. Revista de Administração de Empresas, 46(4), 25-35. https://doi.org/10.1590/S0034-75902006000400004
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125, 336-353. https://doi.org/10.1016/j.jbusres.2020.12.028
Vieira, F. G. D. (1998). Por quem os sinos dobram? Uma análise da publicação científica na área de marketing do EnANPAD. Anais do 22º Encontro Nacional da Associação Nacional de Pós-Graduação e Pesquisa em Administração, Foz do Iguaçu,
Paraná, Brasil.
Vieira, F. G. D. (2003). Narciso sem espelho: A publicação brasileira de marketing. Revista de Administração de Empresas, 43(1), 81-90. https://doi.org/10.1590/S0034-75902003000100009
Vieira, V. A., Rafael, D. N., & Agnihotri, R. (2022). Augmented reality generalizations: A meta-analytical review on consumerrelated outcomes and the mediating role of hedonic and utilitarian values. Journal of Business Research, 151, 170-184. https://doi.org/10.1016/j.jbusres.2022.06.030
Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754
Zahay, D. (2021). Advancing research in digital and social media marketing. Journal of Marketing Theory and Practice, 29(1), 125-139. https://doi.org/10.1080/10696679.2021.1882865
Zanette, M. C. (2023). Consumer activism, promotional culture, and resistance: Integrating a celebratory fragmented literature and showing a dark side. Consumption Markets & Culture. https://doi.org/10.1080/10253866.2023.2219613
Angelo, A. C. (2003). A ética no marketing. Revista de Administração Contemporânea, 7(4), 55-75. https://doi.org/10.1590/S1415-65552003000400004
Becheri, 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
Brei, V. A., Mazzon, J. A., Farias, S. A. de., & de Matos, C. A. (2020). 1o Censo Brasileiro dos Pesquisadores Acadêmicos de Marketing. Revista Interdisciplinar de Marketing, 10(2), 78-94. https://doi.org/10.4025/rimar.v10i2.48142
Brouard, M., Brunk, K. H., Campana, M., Dalmoro, M., Ferreira, M. C., Figueiredo, B., Scaraboto, D., Sibai, O., Smith, A. N., & Belkhir, M. (2023). “Upload your impact”: Can digital enclaves enable participation in racialized markets?
Journal of Public Policy & Marketing, 42(1), 56-73. https://doi.org/10.1177/07439156221130960
Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: Investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49(1), 1-19. https://doi.org/10.1016/j.intmar.2019.08.002
Farias, S. A. (2023). Pânico na academia! Inteligência artificial na construção de textos científicos com o uso do ChatGPT. Revista Interdisciplinar de Marketing, 13(1), 79-83. https://doi.org/10.4025/rimar.v13i1.66865
Ferreira, M. C., & Scaraboto, D. (2022). Qualitative insights for digital marketing. In A. Hanlon, & T. L. Tuten (Eds.), SAGE Handbook of digital marketing (pp. 159-177). Sage Publications.
Floriano, 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
Froemming, L. M. S., Luce, F. B., Perin, M. G., Sampaio, C. H., Beber, S. J. N., & Trez, G. (2000). Análise da qualidade dos artigos científicos da área de marketing no Brasil: As pesquisas survey na década de 90. Revista de Administração Contemporânea, 4(3), 201-219. https://doi.org/10.1590/S1415-65552000000300011
Gasparin, 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
Guia da Farmácia (2023, February 22). Consumo omnichannel cresce 20% no Brasil e impulsiona novas soluções. Retrieved August 03, 2023 from https://guiadafarmacia.com.br/consumo-omnichannel-cresce-20-no-brasil-eimpulsiona-
novas-solucoes/
Hunt, S. D. (1999). A general theory of competition: Resources, competences, productivity, economic growth. Sage Publications.
Isabella, 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
Kannan, P. K., & Li, H. A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Leite, F. P., & Baptista, P. D. P. (2022). Influencers’ intimate self-disclosure and its impact on consumers’ self-brand connections: Scale development, validation, and application. Journal of Research in Interactive Marketing, 16(3), 420-437. https://doi.org/10.1108/JRIM-05-2020-0111
Leite, G. A., Filho., (2008). Padrões de produtividade de autores em periódicos e congressos na área de contabilidade no Brasil: Um estudo bibliométrico. Revista de Administração Contemporânea, 12(2), 533-554. https://doi.org/10.1590/S1415-65552008000200011
Mazzon, J. A., & Hernandez, J. M. D. C. (2013). Produção científica brasileira em marketing no período 2000-2009. Revista de Administração de Empresas, 53(1), 67-80. https://doi.org/10.1590/S0034-75902013000100007
Quintão, R. T, & Morais, I. (2019). Consumer culture theory: Uma análise das publicações realizadas por autores brasileiros. Revista Interdisciplinar de Marketing, 9(1), 1-11. https://doi.org/10.4025/rimar.v9i1.44894
Ramaswamy, V., Desarbo, W. S., Reibstein, D. J., & Robinson, W. T. (1993). An empirical pooling approach for estimating marketing mix elasticities with PIMS data. Marketing Science, 12(1), 103-124. https://doi.org/10.1287/mksc.12.1.103
Richarde, 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
Rossi, C. A. V., & Farias, S. A. (2006). Fórum-conhecimento científico em marketing no Brasil: Perspectivas para o desenvolvimento da pesquisa e da teoria. Revista de Administração de Empresas, 46(4), 10-12. https://doi.org/10.1590/S0034-75902006000400002
Santos, R. C., Hamza, K. M., & da Nogami, V. K. da C. (2015). E-commerce de artigos de moda: Análise da influência dos atributos da compra online. Revista Interdisciplinar de Marketing, 5(1), 64-80. https://doi.org/10.4025/rimar.v5i1.26793
Silva, M. J. de B., & de Barbosa, M. de L. A. (2016). Da posse à possibilidade do acesso? Compreendendo os conceitos de consumo colaborativo no marketing. Revista Interdisciplinar de Marketing, 6(2), 42-53. https://doi.org/10.4025/rimar.v6i2.31583
Silva, M. J. de B., Farias, S. A. de, Grigg, M. K., & Barbosa, M. de L. de D. A. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163. https://doi.org/10.1080/15332667.2019.1664872
Technavio. (2022). Big Data services market by component, end-user and geography – Forecast and analysis 2023-2027. https://www.technavio.com/report/big-data-services-marketindustry-analysis
Toaldo, A. M. M., & Luce, F. B. (2006). Estratégia de marketing: Contribuições para a teoria em marketing. Revista de Administração de Empresas, 46(4), 25-35. https://doi.org/10.1590/S0034-75902006000400004
Tueanrat, Y., Papagiannidis, S., & Alamanos, E. (2021). Going on a journey: A review of the customer journey literature. Journal of Business Research, 125, 336-353. https://doi.org/10.1016/j.jbusres.2020.12.028
Vieira, F. G. D. (1998). Por quem os sinos dobram? Uma análise da publicação científica na área de marketing do EnANPAD. Anais do 22º Encontro Nacional da Associação Nacional de Pós-Graduação e Pesquisa em Administração, Foz do Iguaçu,
Paraná, Brasil.
Vieira, F. G. D. (2003). Narciso sem espelho: A publicação brasileira de marketing. Revista de Administração de Empresas, 43(1), 81-90. https://doi.org/10.1590/S0034-75902003000100009
Vieira, V. A., Rafael, D. N., & Agnihotri, R. (2022). Augmented reality generalizations: A meta-analytical review on consumerrelated outcomes and the mediating role of hedonic and utilitarian values. Journal of Business Research, 151, 170-184. https://doi.org/10.1016/j.jbusres.2022.06.030
Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47(1), 38-54. https://doi.org/10.1080/00913367.2017.1405754
Zahay, D. (2021). Advancing research in digital and social media marketing. Journal of Marketing Theory and Practice, 29(1), 125-139. https://doi.org/10.1080/10696679.2021.1882865
Zanette, M. C. (2023). Consumer activism, promotional culture, and resistance: Integrating a celebratory fragmented literature and showing a dark side. Consumption Markets & Culture. https://doi.org/10.1080/10253866.2023.2219613