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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.

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.

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.

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.

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.

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

Based on Landowski’s sociosemiotics theory, this paper aims to propose an alternative outlining of online brand communities’ social dynamics, not for their collective behaviors but for their discursive interactions.

Data were collected during a three-year netnographic immersion into a Disney-related Facebook group and authors’ trips to Walt Disney World.

The findings point to four styles of discursive interactions that shape an online brand community’s social dynamic. On the one hand, utterances based on the guiding and following styles of discursive interactions inform desired behaviors, which subsequently become tacitly routinized. On the other hand, utterances based on the adapting and venturing styles of discursive interactions mark random and unusual communicational situations.

This work expands current theoretical discussions on online brand communities by unveiling an unexplored linguistic dimension of them.

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

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.

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.

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.