Revista Interdisciplinar de Marketing

Novo Quartil no SPELL

2025-03-12T18:49:43+00:00

Editorial de apresentação da RIMAR, volume 15, número 1, janeiro-junho de 2025, destacando a nova posição ocupada pela revista no indexador e biblioteca eletrônica SPELL – Scientific Periodicals Electronic Library.

When Following Digital Influencers On Social Media And Buying Their Products Used Shapes Consumption

2025-03-12T18:50:17+00:00

While social influencers as streamers promote and endorse brands in social media, we do not know how following the influencer can shape the consumer’s shopping behavior. Twitch.tv is a social media and a live streaming platform for players and gamers. Social influencers work in Twitch.tv aiming influence consumer shopping behavior. Drawing on Social Identity Theory and Endorsement Theory, the authors propose a theoretical framework that consumers following an influencer on social media and buying products used by him/her both moderate the impact of brand recall, trust, and involvement on the total spent in game monthly. We collected data through social media by posting our questionnaire at the Twitch.tv with 270 gamers. The results showed that following the influencer in social media strengthens the main effect of trust and brand recall on total spent in game monthly. Moreover, the greater the number of products bought after seeing an influencer using them, the greater the main effect of trust and involvement on total spent in game monthly. The theoretical reason is because the consumers that buy trustworthy products used by the influencer do so to modify their self-concept and develop relationships with social media celebrities.

Theory of Social Representations and the Consumption of Cachaça: A View From Connoisseurs on Its Consumption

2025-03-12T18:50:15+00:00

Cachaça plays a significant role in Brazil, from different perspectives, constituting a symbol of national identity. Thus, the act of consuming cachaça carries with it symbolism, rituals, culture and tradition, becoming an element in the construction of the identity of its drinkers. Thus, questions arise as to how the artisanal cachaça lovers interviewed understand its consumption? What are their social representations regarding their consumption? That said, this study aims to understand the social representations of consumers of artisanal still cachaça about what it means to consume quality cachaça. To this end, 17 interviews were carried out with artisanal cachaça lovers, including men and women. Furthermore, the documents were used as analytical input. Data analysis was done through content analysis. Issues such as the identity profile of the interviewees were addressed, as well as the materiality and meaning of consumption. The interviewees presented themselves as conscious and in fact appreciative, that is, consumers concerned with sensorial aspects and quantities. Cups and bowls were unanimous, constituting a relevant part of the act of consumption. Finally, pleasures, well-being and relaxation were highlighted as issues desired when consuming, with these sensations originating from this.

Translations to the Market: Analysis of the Interconnection Process Between the Technological Dimensions of Production and Market

2025-03-12T18:50:08+00:00

The relationship between technology and markets has usually been described from a linear perspective, involving technology transfer as a resource in market construction. In this study, a complementary perspective is adopted, interested in understanding the construction of interconnection between heterogeneous practices that operate in the dimensions of technology and market, configuring a dynamic process. To this end, we seek to describe technology and market construction processes and how they exercise agency in constructing a network capable of translating devices between technological and market dimensions. The empirical plan was developed based on an interpretative look at the fine cheese market. The results describe a heterogeneous set of practices performed by actors in two interconnected dimensions through translation mechanisms. Finally, a model for translating production technologies to the market is presented, as well as discussing theoretical and practical implications arising from this model.

Influencing Flavors: The Potential of Paid Endorsements to Boost Engagement and Drive Restaurant Services

2025-03-12T18:50:06+00:00

The growth of social media has made influencer marketing a powerful strategy to reach consumers and build positive brand reputations. The aim of this study was to understand how influencer marketing can impact customer engagement and the promotion of services in the food sector. A qualitative research was conducted, applying Content Analysis to social media, complemented by a Similarity Analysis using the Iramuteq software, focusing on posts from a restaurant's Instagram profile: one endorsed by digital influencers and another organic. The results reveal that influencer-endorsed media obtained higher engagement metrics compared to organic media. Furthermore, endorsed media expanded the brand's reach, stimulating consumers in a multisensory way to desire to experience the advertised products and services and visit the establishment. It was identified that the sponsored influencer leaves a residue of their influence for subsequent posts, activating peripheral routes of persuasion that can help the company predict consumer behavior. These findings suggest that managers and professionals can use influencer marketing as a strategic tool to increase brand visibility on social media.

If I Say It is Good, Buy it: Characteristics Valued in the Cosmetics Buying Process of Digital Influencers

2025-03-12T18:50:03+00:00

Social media is considered by a portion of consumers to provide information that helps when purchasing, in addition to being the main channel which digital influencers grow and create connections with their followers. In this sense, the present study aims to understand the main factors that influence the decision-making process of purchasing cosmetics from digital influencer brands from the perspective of consumers. Cosmetics from influencers own brands gain space in the Brazilian market while the trust placed in their personalities is transferred to the products, which become sales successes among their target audience. For this qualitative study, eleven women who call themselves cosmetics consumers and follow influencers on social media were interviewed. From the theoretical perspective of the influence of social media on product promotion and the relationship between digital influencers and cosmetics, it was possible to understand the importance and relevance of this profession in forming opinions and in the purchasing process of cosmetics consumers.

The Marketing Practices of the Ultra-processed Food Market: The Material and Discursive Arrangements and Consumer Perceptions

2025-03-12T18:50:00+00:00

The article explores how marketing practices impact the consumption of ultra-processed foods, highlighting material (packaging, advertising) and discursive (messages of healthiness and convenience) arrangements. Adopting the theory of Constructivist Market Studies, the research used interviews with consumers, health researchers and industry professionals to identify consumers' perceptions of these foods. The results indicate that marketing attributes emotional meanings to products, such as pleasure, relaxation and reward, influencing food choices. Strategies such as appeals to practicality and associations with positive feelings shape consumption habits, often to the detriment of nutritional quality. In addition, partial nutritional information and promotional practices reinforce consumers' cognitive and systemic vulnerabilities. The study concludes that by exploiting sensations and feelings, marketing practices increase consumption of ultra-processed foods, contributing to public health problems such as obesity. Greater regulation and nutritional education are suggested to mitigate these effects. This paper contributes to the debate on the role of marketing in shaping markets and its social and health implications.

Marketing and Social Pressure: How Societal Expectations Impact Healthy Diet Choices for Babies

2025-03-12T18:49:57+00:00

This study analyzed the influence of social pressure on parents' decisions when introducing healthy food to children. A quantitative approach was used, applying a structured questionnaire to 54 respondents. The data were analyzed using Item Response Theory (IRT) and Analysis of Variance (ANOVA), allowing the identification of the main factors that impact parental food choices. The results indicated that interfamily relationships and exposure to social events play a significant role in food introduction. The research contributes to the field of Consumer Behavior Studies by demonstrating how the social environment can influence adherence to nutritional recommendations. It is suggested that public policies and educational actions be strengthened to minimize the effects of social pressure on child nutrition.

Education Marketing System for Entrepreneurship: Analysis of MEI and ME Entrepreneurs

2025-03-12T18:49:54+00:00

With the increase in demand, technological facilities and digitalization, entrepreneurship education gained prominence among the business public that was already operating in the market and wanted to develop skills to manage their businesses, which boosted the diversification of offers and management solutions. At that time, marketing demands stood out, causing problems for entrepreneurs who were often unable to deal with the requirements and were unable to understand and act within the scope of the area. Therefore, the problem addresses this context from a perspective of Macromarketing and marketing systems, aiming to analyze how entrepreneurship education in marketing aimed at MEI and ME entrepreneurs is configured in light of the concept of a marketing system. To this end, the described exploratory and qualitative research understands the phenomenon by conducting 12 interviews with entrepreneurs and professionals working in this context. In this way, the marketing system of entrepreneurship education (SMEE) is delimited, characterizing its inputs, its functioning and its outputs, analyzing its impact on those involved and, also, contributing to the debates on the theory and application of marketing.

Prosumption: Practical Experiences in the Current Consumption Context

2025-03-12T18:49:52+00:00

In a post-industrial society, the phenomenon of "prosumption"—the combination of production and consumption—has gained prominence with digital transformation and demands sustainability. Conceptualized by Alvin Toffler, prosumption today manifests itself in technology-mediated activities, such as self-service in supermarkets, online content creation, home solar energy generation, and app reviews. In these situations, consumers actively participate in producing products and services, often without realizing it. Understanding prosumption is essential for marketing professionals to improve the customer journey and recognize value generation, analyzing impacts on revenues and perceived benefits. Through everyday illustrations, this paper seeks to reflect on how prosumption highlights transformations in the supply of goods and services, as well as their practical and current consequences in society.

Toxic Marketing: Profit Rules, Gurus Celebrate, and Purpose... Does It Still Matter?

2025-03-12T18:49:49+00:00

This essay challenges the current state of marketing, characterized by a frantic pursuit of profit and influenced by gurus who are as superficial as they are significant. It discusses the need to reconnect with robust academic foundations, criticizing compromised ethics and the neglected inclusive practices in both academic and corporate environments. The text also addresses the discrepancy between brand discourse and their actions, proposing a return to the true transformative potential of marketing through an education committed to ethics, history, and social critique. An essential part of the solution to the challenges of modern marketing is to train professionals aware of the profound impact they can have in building more just and diverse societies.

Informações Editoriais e Nominata de Avaliadores - Ano de 2024

2025-03-12T18:49:47+00:00

Apresenta informações relativas a impacto da publicação de artigos, fluxo editorial, acesso ao website da RIMAR, artigos mais visitados no website da RIMAR, e nominata de avaliadores para o ano de 2024.