Dissertações em Administração (Mestrado) - PPGAD/ICSA
URI Permanente para esta coleçãohttps://repositorio.ufpa.br/handle/2011/14106
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Navegando Dissertações em Administração (Mestrado) - PPGAD/ICSA por Orientadores "ARRUDA FILHO, Emilio Jose Montero"
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Item Acesso aberto (Open Access) O efeito do status do consumo sustentável no engajamento e no boca a boca na categoria de consumo moderado pelo tipo de comunicação no ambiente online(Universidade Federal do Pará, 2025-02-07) CARDOSO, Diego Tavares; ARRUDA FILHO, Emilio Jose Montero; http://lattes.cnpq.br/9895428179606886; https://orcid.org/0000-0002-1574-8332The status of sustainable consumption has emerged as a differentiation capable of generating demand for environmentally friendly products, which is why several studies have dedicated themselves to better understanding this positioning phenomenon in the context of sustainable consumption. Thus, this research sought to understand the effects of this status of sustainable consumption on engagement and, consequently, on word of mouth when moderated by the type of communication in the virtual environment (rational x emotional). To this end, three quantitative studies were developed, in which statistical techniques were applied using SPSS 23 and PROCESS 4.3 software to analyze the data obtained and achieve a greater understanding of the phenomenon studied. Among the findings of this research, the moderating effect of emotional communication on the relationship between status and engagement stands out, in addition to status with word of mouth. Furthermore, we identified that engagement acts as a mediator in the relationship between status and word of mouth. This study makes significant contributions to the literature and to marketers, offering insights into the most effective type of communication for sustainable products with high or low status appeal, as well as suggesting directions for future research.Item Acesso aberto (Open Access) A Moderação do prestígio percebido com o uso de novas redes sociais entre a preocupação com a privacidade e a adoção de novas tecnologias(Universidade Federal do Pará, 2023-06-07) CARNEIRO, Marcelo Pamplona; ARRUDA FILHO, Emilio Jose Montero; http://lattes.cnpq.br/9895428179606886; https://orcid.org/0000-0002-1574-8332This research analyzes the power of influence of prestige in association with the phenomenon of the privacy paradox, based on three studies developed according to scenarios that present characteristics of innovation based on access to materialism in the form of a stimulus to obtain prestige as a sign of status. To this end, the aspects that stimulate the effect of the privacy paradox and influence the perception of prestige, concern with privacy and access to new Social Media were identified, as well as the analysis of trust as a antecedent variable to adoption, constituting a mediation between the concern for privacy and the adoption of these Media. The examination of the data showed that trust acts as a mediator of the effect of concern for privacy in the adoption of new Social Media and prestige, when associated with brands of companies with consolidated reputations, motivates the reduction of concern for privacy in consumers, considering the unique opportunities offered by Social Media in the content of perceived prestige, increasing its adoption.