Revista Interdisciplinar de Marketing

Uma Jornada na RIMAR: Trajetória e Agradecimentos

Francisco Giovanni David Vieira — Tue, 30 Sep 2025 20:41:46 +0000

Editorial de apresentação da RIMAR, volume 15, número 2, julho-dezembro de 2025, informando sobre trajetória da revista e expressando agradecimentos.

Strategic Narratives for Global Brands: Crafting Cross-Cultural Communication in the Digital Era

Bárbara Mota, Marlon Dalmoro — Mon, 22 Sep 2025 14:38:16 +0000

Social media have disrupted corporative global communication and marketing practices, providing valuable opportunities for global engagement, customer relations, and brand promotion. This study investigates how companies develop and apply social media strategies, adjusting them to different markets and cultural contexts. To this end, we develop a four-phase empirical analysis, using qualitative and quantitative approaches, on Instagram strategies of five global brands - Samsung, McDonald's, Coca-Cola, Starbucks, and IKEA - in ten different countries. Results indicate that global brands thrive by balancing global consistency with local presence and relevance, paying attention to cultural content adaptation, linguistic nuances, and consumer preferences in each market they operate. This strategy ultimately promotes consumer loyalty, as they can relate to the brand and feel it is an integral part of their communities and daily lives. Findings contribute to understanding digital marketing in global branding and offer practical insights for companies looking to navigate the complexities of cultural diversity in their social media strategies.

The Influence of Digital Media and Brands On Children's Behavior

Mon, 22 Sep 2025 20:31:42 +0000

This study investigates the influence that digital social media and brands have on the behavior of children aged 4 to 9. The research, qualitative and exploratory in nature, was conducted through relaxed interviews with ten children, organized in a game format to encourage authentic reactions. The results indicate that even very young children are deeply impacted by advertising, often unconsciously. Moreover, it was found that parents are not fully aware of the extent of this media influence and tend to believe its effects are limited to excessive consumption, overlooking other potential consequences. From an academic perspective, the study broadens the understanding of the impacts of marketing strategies targeting children, providing valuable insights for future research on child consumer behavior and brand relationships. In practical terms, the findings highlight the importance of greater vigilance on the part of parents, schools, and regulators regarding children’s use of digital media. By doing so, it becomes possible to foster more informed and healthier young consumers, minimizing excessive exposure to advertising and its potential negative repercussions on child development.

The Characteristics of the “Perfect Gift”: A Study with Frequent and Occasional Gift Givers

Tue, 23 Sep 2025 17:42:52 +0000

This study explores the act of gift giving, seeking the attributes and benefits considered in the “perfect gift” as fundamental characteristics for frequent and occasional gift givers. Based on qualitative and descriptive research, four focus groups were conducted with gift givers, differentiated by the criterion of gift frequency. The results indicated that both types of gift givers evaluate the “perfect gift” in a similar way regarding price, quality, service and identification of the recipient’s tastes, as well as regarding the strategies adopted to avoid mistakes in choosing the gift. Distinct points were perceived, above all, in the occasions, benefits and meanings of the act of gift giving. These differences show implications in gift giving, since the variation in gift frequency can (re)constitute paths in a dyadic relationship.

Future Omnichannel Purchase Intention: A Discussion on the Perception of Risks and Benefits in the Consumption Journey

Guilherme Juliani de Carvalho, Marcio Cardoso Machado — Tue, 23 Sep 2025 20:56:44 +0000

The omnichannel approach seeks to provide customers with a unified brand experience, allowing them to move between different channels in a fluid manner. Seeking to investigate how consumers' perception of risks and benefits can impact the results of the omnichannel strategy in consumer decision-making and purchase intention, this study conducted a survey involving 153 respondents, applying the Likert scale and data analysis via SmartPLS® software. The results indicate that, rather than focusing on reducing the perception of risk, it is essential to highlight the benefits of omnichannel by making them evident to consumers, which contributes to increasing consumer confidence in adopting the strategy, with trust being a mediating element of perceived benefit. The relevance of this study lies in expanding the literature on the subject, providing perspectives and directions for future research. It also offers guidance for organizations seeking to implement omnichannel and wish to mitigate risks and maximize results by increasing customers' perception of benefits.

Standardization and Adaptation Strategies in Marketing Communication: A Comparative Study Between Brazil and Argentina

Leonardo Bordin de Oliveira, Vitor Koki da Costa Nogami — Wed, 24 Sep 2025 00:16:54 +0000

This article investigates the digital marketing communication strategies adopted by Brazilian multinationals in the Latin American market, specifically focusing on identifying adaptation or standardization strategies across channels in different countries. The central research question is: do Brazilian multinationals standardize or adapt their social media communication when operating in foreign markets? To answer this question, we conducted a content analysis, examining the design and content of the Instagram accounts of Brazilian multinationals operating in Brazil and Argentina. At the end of the research, it was possible to observe a scenario in which the adaptation strategy is used by 100% of the companies analysed, which led to the creation of subcategories of analysis: Slightly adapted, Moderately adapted, and Highly adapted companies.

Live Commerce: Investigating the Role of the Visual Setting in the Shopping Experience

Diliane Salustiano de Farias, Edvan Cruz Aguiar , Renan Araújo Vieira — Wed, 24 Sep 2025 23:33:34 +0000

This study aimed to investigate how the visual setting of Live Commerce conducted by small sellers relates to consumers' shopping experience. To this end, an online survey was conducted with customers who made purchases during live broadcasts on Instagram. Data analysis was performed using Structural Equation Modeling (SEM). The main results reveal that the visual setting influences emotions, trust in sellers, and the sense of entertainment during the lives. Additionally, emotions were found to be positively associated with the shopping experience. However, trust in sellers and the sense of entertainment did not show a significant relationship with the shopping experience. As its main theoretical contributions, the study expands the field of research on this emerging sales modality by exploring how stimuli in the online environment can affect the shopping experience, while also extending the Stimulus-Organism-Response (S-O-R) paradigm by testing new relationships. From a practical perspective, it offers relevant insights for live content producers especially small sellers, by providing strategies for creating visual settings capable of influencing consumers and enhancing their shopping experience.

Challenges and Opportunities in Managing Lifestyle Brands Acquired by Large Companies

Thu, 25 Sep 2025 19:42:51 +0000

The trend of acquiring lifestyle brands has gained momentum in recent years, as large corporations incorporate these brands to remain at the forefront of their industries, strengthen consumer connections, and renew their symbolic identity. This movement poses significant challenges for brand management. In this context, the present study aims to identify and analyze, from a brand management perspective, the main challenges and opportunities faced by large corporations when acquiring lifestyle brands. The research adopts a qualitative approach, based on in-depth interviews with industry professionals, organized through an expert panel. The findings highlight opportunities related to knowledge exchange and synergies between the acquiring and acquired brands, while also underscoring relevant challenges, such as preserving authenticity and purpose, reconciling management styles, and expanding the brand without compromising its identity. Theoretically, the study contributes by applying Semprini’s (2010) brand identity model to the context of acquisitions. From a managerial standpoint, it offers insights to guide more strategic and sustainable acquisition processes.

Open Finance in Brazil: Analysis of the Use Intention Based on the Unified Theory of Acceptance and Use of Technology

Amanda Lara, Kavita Miadaira Hamza, Guilherme Ricardo Silva Anzoategui — Thu, 25 Sep 2025 23:03:34 +0000

Open Finance represents one of the most significant innovations promoted by the Central Bank of Brazil, aiming to enhance competitiveness and the financial inclusion within the National Financial System. This study aimed to analyze the factors influencing the intention to use Open Finance, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The research is characterized as quantitative, employing a structured questionnaire and obtaining a sample of 169 respondents. Data analysis was conducted through Structural Equation Modeling using the SmartPLS software. The results indicated that performance expectancy and effort expectancy have a positive and significant impact on the intention to use Open Finance. Conversely, social influence and the moderating variables (gender, age, and experience) did not show significant effects. The findings highlight the importance of implementing strategies focused on communicating the practical benefits of Open Finance and facilitating the adoption journey, aiming to increase perceived ease of use and, consequently, enhance the intention to adopt Open Finance.

Fear, Desperation, Apathy, and Resilience: How Can Brazil Provide Insights for Consumer Research in Times of Turbulent Emotions

Maria Carolina Zanette — Fri, 26 Sep 2025 01:50:21 +0000

This think piece discusses how the contemporary context of polycrisis provokes negative emotions that could lead to more critical research in marketing and in consumer studies in three themes: technology, backlash on diversity and debt. It also argues for paths for developing resilience in such scenarios by taking inspiration from Brazil, a country in which several people have already lived the end of the world as we know it.

Fashion and Transgression: An Imagined Conversation With Agamben, Suassuna, Becker and Foucault

Ana Paula Celso de Miranda — Fri, 26 Sep 2025 02:11:33 +0000

The purpose of this essay is not to reflect on fashion as socialization from the perspective of a process in which individuals learn to live and behave collectively with others, but rather on the rupture with this process. The central point is not how a person integrates into society or becomes marginalized, but how the individual positions themselves as an agent of transformation within that society, thereby understanding fashion consumption also as a way of establishing discourses of transgression.