A NOVA TEORIA DO CONSUMIDOR: UMA ANÁLISE ACERCA DA ABORDAGEM DA INFLUÊNCIA, DA MOTIVAÇÃO E DO STATUS

O presente trabalho versa sobre a visão contemporânea do consumidor enquanto indivíduo pertencente as novas teias sociais. O status, fruto do processo de aceitação social, promove no comportamento do consumidor o esforço de maximizar as ações do grupo, minimizando o utilitarismo econômico. Dessa forma, a fragilidade da amarração teórica tradicional, o utilitarismo marginalista racional, cede espaço às tendências onde expõe um consumidor promovido por emoções, anseios, e status social. Mesmo num cenário de exploração de informação, o consumidor sofre três tipos de tendências: Bandwagon effect, Veblen effect e o Herd effect . Esses são parte da nova teoria do consumidor chamada de behavior comsumption. Como metodologia utilizou-se uma análise exploratória e bibliográfica tendo por base os dados do IBGE e da Associação brasileira do e-comércio e da associação brasileira de produtos de luxo -Abiel. Como resultados e discussões observou-se que entre 2012- 2021, o fenômeno do consumo de status está cada vez mais presente, visto a presença de marcas de elite, suscitando uma grande circulação de produtos e serviços VIPs.

A NOVA CULTURA DE CONSUMO: UMA ANÁLISE ECONÔMICA DA INFLUÊNCIA

O presente trabalho foca na questão da nova cultura de consumo alavancada pela geração milenial e pela geração Z. A visão contemporânea do consumidor vê o indivíduo pertencente às novas teias sociais, certificando o grande papel da influência digital na busca pela promoção do status e da aceitação social. Isso promove no comportamento do consumidor, o esforço de maximizar as ações do grupo, minimizando o utilitarismo econômico. Dessa forma, num cenário de exploração de informação, o consumidor sofre três tipos de tendências: Bandwagon effect, Veblen effect e o Herd effect . Esses efeitos são parte da nova teoria do consumidor chamada de behavior comsumption. Como metodologia utilizou-se uma análise exploratória e bibliográfica tendo por base os dados do IBGE e do Relatório Internacional Delloitte – Global Powers of luxury goods, 2021. Como resultados e discussões observou-se que o fenômeno do consumo de status está cada vez mais presente, visto a presença de marcas VIPs suscitando uma grande circulação de renda.

Casting Ballots When Knowing Results

Access to information about candidates' performance has long stood as a key factor shaping voter behaviour, but establishing how it impacts behaviour in real-world settings has remained challenging. In the 2018 Brazilian presidential elections, unpredictable technical glitches caused by the implementation of biometrics as a form of identification led some voters to cast ballots after official tallies started being announced. In addition to providing a source of exogenous variation of information exposure, run-off elections also enable us to distinguish between different mechanisms underlying the impact of information exposure. We find strong support for a vote-switching bandwagon effect: information exposure motivates voters to abandon losing candidates and switch support for the frontrunner – a finding that stands in the second round, when only two candidates compete against each other. These findings provide theoretical nuance and stronger empirical support for the mechanisms underpinning the impact of information exposure on voter behaviour.

Citizen Campaign #stayathome During Pandemic COVID-19 di Media Sosial Instagram

A campaign is an action that has been planned by an individual or a group of people in order to have an influence on many people. Since the corona virus became a pandemic, the government has advised people to carry out all activities at home. This has prompted Instagram to create a #stayathome campaign that is packaged via gifs or stickers. The #stayathome campaign has an appeal and uniqueness that makes people participate in creating creative content by adding these stickers or gifs to their content. Therefore, this study wants to know the reasons people join the campaign, how to make it happen, and why they prefer Instagram and the creative content they create in this campaign. This research is a qualitative research using case studies. The theory used in this research is campaign theory, netizen participation, bandwagon effect and visual content theory. This study used interviews with several informants, literature study and documentation to collect data. The results of this study show that initially people joined the campaign because they were involved, attracted to Instagram stickers or gifs. From the follow-up situation, then came the awareness of the importance of #stayathome during the pandemic period with a variety of creative content.Kampanye merupakan suatu tindakan yang sudah direncanakan oleh individu maupun sekelompok orang guna memberi pengaruh kepada orang banyak. Semenjak virus corona menjadi pandemik pemerintah menyarankan masyarakat untuk melakukan segala aktivitas dirumah saja. Hal ini mendorong instagram membuat kampanye #stayathome yang dikemas melalui gif atau stiker. Kampanye #stayathome ini memiliki daya tarik dan keunikan yang membuat masyarakat banyak yang ikut serta membuat konten kreatif dengan menambahkan stiker atau gif ini dikonten mereka. Oleh karena itu penelitian ini ingin mengetahui alasan masyarakat mengikuti kampanye, cara merealisasikannya, serta mengapa mereka lebih memilih instagram dan konten kreatif yang mereka buat dalam kampanye ini. Penelitian ini merupakan penelitian kualitatif yang menggunakan studi kasus. Teori yang digunakan dalam penelitian ini adalah Teori Kampanye, Partisipasi Netizen, Bandwagon Effect dan Teori Visual Konten. Penelitian ini menggunakan metode wawancara dengan beberapa informan, studi pustaka dan dokumentasi untuk mengumpulkan data. Hasil dari penelitian ini memperlihatkan bahwa pada awalnya masyarakat mengikuti kampanye karena ikut – ikutan, tertarik pada stiker atau gif instagram. Dari situasi ikut – ikutan, kemudian muncul kesadaran mengenai pentingnya #stayathome selama masa pandemik dengan berbagai konten kreatif.

Heading out SMEs to the e-commerce highway

The contemporary business environment, characterized by high levels of dynamism, turbulence, and uncertainty, has forced companies to re-evaluate traditional models of commerce and make a shift towards Internet-based e-commerce models. Since the perception of usefulness determines the firm’s willingness to adopt e-commerce, this study strives to explore the contributing factors among SMEs in Bosnia and Herzegovina. A survey of 154 SME managers/owners was conducted, to identify variables that are key drivers of perceived usefulness. The findings revealed that the strategic management benefits, compatibility, and external pressures are the key predictors of perceived usefulness. This study also shows that the perceived usefulness of e-commerce is higher, if companies belonging to the same industry, or the same business network, have already adopted this business model. These findings strengthen the idea of the enterprise bandwagon effect. Compared to the newer and younger firms, the results also indicate that mature firms tend to have higher perceived usefulness of e-commerce.