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1 – 10 of 24
Article
Publication date: 18 July 2019

Marco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco and Hélio Arthur Reis Irigaray

The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.

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Abstract

Purpose

The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.

Design/methodology/approach

A netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology.

Findings

The dynamics of engagement relies on two types of practices: those that comprise the actions of tweeting, retweeting, replying to, mentioning and liking messages from and about the São Paulo FC soccer club profile and those derived from the proposition of Hollebeek et al. (2017). Given the dynamics of Twitter, some practices have performed differently than the original proposal, resulting in a slight adaptation of the framework.

Research limitations/implications

Given the length and the netnographic nature of this study, its findings should be considered exploratory. Future studies can build upon the ideas presented here by researching different contexts and focal objects of engagement.

Practical implications

This paper provides the refinement of social media strategies and content development to make them more efficient and to establish a relevant communication channel with audiences. This knowledge can contribute to a better understanding of goals and metrics.

Originality/value

This paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context.

Details

Marketing Intelligence & Planning, vol. 37 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 3 May 2019

Vitor Lima, Alessandra Baiocchi Antunes Corrêa, Marco Tulio Zanini, Luís Alexandre Grubits de Paula Pessôa and Hélio Arthur Reis Irigaray

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

Abstract

Purpose

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

Design/methodology/approach

The study follows a discursive semiotic approach using content from the Visit.Rio website and posts from its Facebook page.

Findings

It was possible to organize the values and meanings that structure the Rio de Janeiro brand in the semiotic square. Narrative schemes that concretize the value proposition guided mainly by contemplation and experimentation situations were identified. The discursive construction of the Rio de Janeiro brand is primarily marked by the relation between nature and culture, where contrasting meanings are explored by the City Hall managers.

Research limitations/implications

This study is limited to the analysis of the enunciator (Rio de Janeiro brand managers) in their process of creating and articulating the city’s meanings. Future research could investigate the enunciate (public) perspective.

Practical implications

Managers should consider the discursive approach since it provides a more holistic perspective on the brand-building process. The findings may contribute to the understanding, selection and articulation of the correct meanings that should be communicated to the public in order to make the city a relevant and desirable place to visit.

Originality/value

This paper is based on the concept of a brand as a set of discourses grounded by meanings that are culturally conceived, which, thus, presents itself as a different approach from the traditional one, especially in research on place branding.

Details

Marketing Intelligence & Planning, vol. 37 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 14 January 2019

Vitor Moura Lima, Hélio Arthur Reis Irigaray and Carlos Lourenco

Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s…

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Abstract

Purpose

Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page.

Design/methodology/approach

The interactions between L’Oréal Paris Brazil and the members of its virtual community were collected for three months using a netnographic approach. The data of these interactions were evaluated using content analysis techniques.

Findings

The dimensions, processes and sub-processes of the conceptual model of consumer engagement, as proposed in the literature, were confirmed. Furthermore, the results reinforce the perspective that simple participation or involvement does not presume engagement, which reflects a complex psychological state dependent on the context and requiring previous and subsequent processes to manifest.

Research limitations/implications

The findings were based on an examination of a high-end beauty product brand’s Facebook page. Nevertheless, these findings are not necessarily limited to high-end context consumers. Larger scale research (i.e. involving wider product categories) could endorse the underlying theoretical model of engagement.

Practical implications

The study contributes to understanding the dynamics of how brands build relationships with consumers through social media and confirms the dynamics of the engagement concept and its role as a tool to increase brand value and competitive advantage.

Originality/value

This study contributes to the field by bridging the knowledge gap concerning consumer engagement in a social media context with practical and empirical evidence.

Details

Qualitative Market Research: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 2 March 2022

Vitor Lima and Russell Belk

The purpose of this paper is to propose a conceptual framework that highlights transhumanism’s ideals of achieving superintelligence, super longevity and super well-being…

Abstract

Purpose

The purpose of this paper is to propose a conceptual framework that highlights transhumanism’s ideals of achieving superintelligence, super longevity and super well-being through human enhancement technologies (HET) and their relations with services marketing principles.

Design/methodology/approach

Framed by the transformative service research (TSR), this conceptual work articulates the 7Ps of the marketing mix with four macro-factors that create tensions at both the marketplace and consumer levels.

Findings

HET has potential for doing good but also tremendous bad; greater attention is needed from services marketing researchers especially in one proprietary research area: bioethics.

Research limitations/implications

The authors contribute to the growing work on TSR investigating how the interplay between service providers and consumers affects the well-being of both. Additionally, the authors call for novel interdisciplinary work in transhuman services research.

Originality/value

To the best of the authors’ knowledge, this is one of the first papers in services marketing research to explore the promises and perils of transhumanism ideals and human enhancement technologies.

Details

Journal of Services Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 24 May 2022

Vitor Lima, Marco Tulio Zanini and Hélio Arthur Reis Irigaray

This research investigates and conceptualizes non-dyadic human–robot interactions (HRI).

Abstract

Purpose

This research investigates and conceptualizes non-dyadic human–robot interactions (HRI).

Design/methodology/approach

The authors conducted a netnographic study of the Facebook group called “iRobot – Roomba,” an online brand community dedicated to Roomba vacuums. Their data analysis employed an abductive approach, which extended the grounded theory method.

Findings

Dyadic portrayals of human–robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots.

Research limitations/implications

The present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach.

Practical implications

If managers do not have a proper assessment of human–robot interactions that considers different actants and their role in the socio-technical arrangement, they will find it more challenging to design and suggest new consumption experiences.

Originality/value

Unlike most previous marketing and consumer research on human–robot interactions, we show that different actants exert agency in different ways, at different times and with different socio-technical arrangements.

Details

Marketing Intelligence & Planning, vol. 40 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 16 July 2020

Patrícia Moura e Sá, Catarina Frade, Fernanda Jesus, Mónica Lopes, Teresa Maneca Lima and Vitor Raposo

Wicked problems require collaborative innovation approaches. Understanding the problem from the users' perspective is essential. Based on a complex and ill-defined case…

Abstract

Purpose

Wicked problems require collaborative innovation approaches. Understanding the problem from the users' perspective is essential. Based on a complex and ill-defined case, the purpose of the current paper is to identify some critical success factors in defining the “right problem” to be addressed.

Design/methodology/approach

An empirical research study was carried out in a low-density municipality (case study). Extensive data were collected from official databases, individual semi-structured interviews and a focus group involving citizens, local authorities, civil servants and other relevant stakeholders.

Findings

As defined by the central government, the problem to be addressed by the research team was to identify which justice services should be made available locally to a small- and low-density community. The problem was initially formulated using top-down reasoning. In-depth contact with citizens and key local players revealed that the lack of justice services was not “the issue” for that community. Mobility constraints and the shortage of economic opportunities had a considerable impact on the lack of demand for justice services. By using a bottom-up perspective, it was possible to reframe the problem to be addressed and suggest a new concept to be tested at later stages.

Social implications

The approach followed called attention to the importance of listening to citizens and local organisations with a profound knowledge of the territory to effectively identify and circumscribe a local problem in the justice field.

Originality/value

The paper highlights the limitations of traditional rational problem-solving approaches and contributes to expanding the voice-of-the-customer principle showing how it can lead to a substantially new definition of the problem to be addressed.

Details

The TQM Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 20 August 2019

Gilberto Santos, Sergio Gomes, Vitor Braga, Alexandra Braga, Vanda Lima, Paulo Teixeira and José Carlos Sá

The purpose of this paper is to analyze the best way to create value in Portugal through quality and innovation and also to check what needs to be improved.

Abstract

Purpose

The purpose of this paper is to analyze the best way to create value in Portugal through quality and innovation and also to check what needs to be improved.

Design/methodology/approach

A questionnaire was applied to population of 152 companies, with the research and development (R&D) management certified by Portuguese Standard NP 4457. The final sample was 66 companies, which correspond to 45 percent of the population. Statistical analysis of the data collected was performed using IBM SPSS Statistical Software.

Findings

The authors highlighted the main reasons/motivations that led companies to implement the NP 4457, which were, among others, competitive advantage and creating value. The systematization of information and the generation and management of ideas were highlighted as the main advantages. The lack of methodologies for innovation management and knowledge management was the difficulty experienced in the implementation of NP 4457. Portugal needs to increase patent registration and it also needs to know how to take advantage of the investment made in R&D, in order to decrease the unit cost of knowledge. Portuguese engineering should be more about product design than production processes. The involvement of top management must be greater.

Originality/value

This investigation contributes to the innovation and quality body of knowledge, since it explores the complementarity between the two concepts as sources of value creation. This case study is one of the first Portuguese empirical research works about value creation through quality and innovation in Portugal. It also allows to know in detail the Portuguese business reality in terms of innovation management.

Details

The TQM Journal, vol. 31 no. 6
Type: Research Article
ISSN: 1754-2731

Keywords

Article
Publication date: 31 December 2020

Leonardo Keiti de Godoy Tominaga, Vitor William Batista Martins, Izabela Simon Rampasso, Rosley Anholon, Dirceu Silva, Jefferson Souza Pinto, Walter Leal Filho and Francisco Rodrigues Lima Junior

This paper aims to critically analyze the engineering education focused on sustainability in supply chain management, in courses offered by Brazilian higher education institutions.

Abstract

Purpose

This paper aims to critically analyze the engineering education focused on sustainability in supply chain management, in courses offered by Brazilian higher education institutions.

Design/methodology/approach

Topics related to sustainable supply chain management were listed from the literature and used as a framework to gather professors’ opinions on how well these topics are covered in engineering courses offered in Brazil. Data analysis was performed via frequency analysis and comparative ordering using the Fuzzy technique for order preference by similarity to ideal solution technique.

Findings

It was possible to evidence that most of the topics are superficially presented within other subjects and that there are few associated practical activities that enable greater learning. Comparatively, issues related to ISO standards (related to quality and environmental management systems) and compliance with environmental laws, regulations and standards were highlighted. Additionally, it was possible to verify that there is a need for further study on issues related to energy efficiency, worker training and corporate governance.

Originality/value

No similar study was found in the literature. The findings presented in this paper can contribute to the improvement of engineering education in Brazil and other countries.

Details

International Journal of Sustainability in Higher Education, vol. 22 no. 2
Type: Research Article
ISSN: 1467-6370

Keywords

Article
Publication date: 4 October 2021

Paulo Vitor Souza de Souza, César Augusto Tibúrcio Silva and Fabiano Guasti Lima

The authors aim to verify the indicators that influence the efficiency reported by Brazilian listed financial companies.

Abstract

Purpose

The authors aim to verify the indicators that influence the efficiency reported by Brazilian listed financial companies.

Design/methodology/approach

The sample consists of companies in the financial segment that have shares traded in B3, comprising nine institutions from 2000 to 2018 were selected. The authors adopted the regression model with unbalanced panel data to analyze the data. The dependent is the efficiency, which the authors calculated using Hurst Exponent. As independent variables, we used the sector-specific indicators: earnings management, banking resilience, management efficiency, and profitability. The authors controlled the models by size and type of control.

Findings

The findings indicate that the efficiency of financial companies' securities is affected by aspects related to management, resilience, and efficiency in administration. The lower the earnings management, the greater the banking resilience, the efficiency in the management of resources, and the efficiency of stock prices of these companies. These results show that efficiency is affected by intrinsic factors of the entities, corroborating the hypothesis that markets adapt, among others, to institutional factors.

Originality/value

Many users of financial institutions understand whether their stock prices reflect the information provided by accounting. The findings are original because they provide evidence that institutional factors affect the efficiency of companies in the Brazilian financial segment.

Details

Managerial Finance, vol. 48 no. 1
Type: Research Article
ISSN: 0307-4358

Keywords

Article
Publication date: 11 December 2018

Annor da Silva Junior, Priscilla de Oliveira Martins-Silva, Karina Santos Feu, Aline Chima Komino, Vitor Correa da Silva and Katia Cyrlene de Araújo Vasconcelos

This paper aims to investigate the viewpoint of undergraduate Management students at a Brazilian public university regarding the notion of corporate social responsibility…

Abstract

Purpose

This paper aims to investigate the viewpoint of undergraduate Management students at a Brazilian public university regarding the notion of corporate social responsibility (CSR). It theoretically articulates the notion of CSR and the formal education perspective to discuss managerial education.

Design/methodology/approach

Stude nts in the Management program were surveyed for their opinion on the notion of CSR. Data were collected through triangulation by combining the application of questionnaire and documentary research. There were 241 valid questionnaires, and this is the size of the sample. Data were analyzed by using the SPSS software (version 20), descriptive statistics and non-parametric tests.

Findings

Results reveal that, for undergraduate Management students, the most important CSR dimensions are, in hierarchical order, the philanthropic, the ethical, the legal and the economic. Thus, one can notice an inversion of the original CSR pyramid proposed by Carroll (1991).

Research limitations/implications

The main limitation is the conduction of research in the context of a single public university.

Practical implications

Results indicate a change in how CSR is understood, the philanthropic dimension becoming the main factor for the establishment of organizational goals.

Social implications

Considering that undergraduate Management students are the future members of the corporate world and decision-makers in society, these results indicate the stance these future professionals will take when confronted by dilemmas involving CSR.

Originality/value

This investigation is original in Brazilian context, for it identifies students’ opinion on CSR using a questionnaire whose development was based on the CSR pyramid.

Details

Social Responsibility Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1747-1117

Keywords

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