OS EFEITOS DA PARTICIPAÇÃO NAS COMUNIDADES DE MARCA VIRTUAIS NO COMPORTAMENTO DO CONSUMIDOR: UM ESTUDO COMPARATIVO ENTRE COMUNIDADES GERENCIADAS PELAS ORGANIZAÇÕES E PELOS CONSUMIDORES

OS EFEITOS DA PARTICIPAÇÃO NAS COMUNIDADES DE MARCA VIRTUAIS NO COMPORTAMENTO DO CONSUMIDOR: UM ESTUDO COMPARATIVO ENTRE COMUNIDADES GERENCIADAS PELAS ORGANIZAÇÕES E PELOS CONSUMIDORES

Journal

  • Journal title: Revista Competência
  • ISSN: 1984-2880 (print) 2177-4986 (online)
  • Publisher: Senac-RS
  • Country of publisher: brazil
  • Date added to EuroPub: 2020/Feb/10

Subject and more

  • LCC Subject Category: Education, Fashion, Management, Communication, Recreation and Leisure
  • Publisher's keywords: Marketing, Consumer behavior, Relationship marketing, Virtual communities behaviors.
  • Language of fulltext: portuguese, spanish, catalan, english
  • Full-text formats available: PDF

AUTHORS

    Stefânia Ordovás de Almeida, Hugo Fridolino Müller

EDITORIAL INFORMATION

FULL TEXT

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ABSTRACT

The growth in use of the Internet, primarily in developed countries, and thereafter throughout the world, has mud to a new form of communication between businesses and consumers: the brand of virtual communities. The emergence of these communities is a relevant and current issue, on which recent studies have not yet responded to an important question: is best for their community organizations create a brand or let them flow from the initiative of consumers? In this work it is proposed a theoretical model that, after discussion by the community of marketing will, through an empirical test, evaluate and compare the participation of consumers in different types of virtual communities of brand - managed by the company and managed by the consumer - and analyze the results of behavioral marketing of such participation. For both, used a method of exploratory research / qualitative as a way to format the study and develop the theoretical model proposed and the chances of mediation and moderation pertaining to it. The proposed model presents significant contributions to the state of the art in terms of the formulation of new constructs and their relationships, describing it is still the potential managerial implications arising.

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