About
98
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Introduction
Professor of Marketing at Federal University of Goiás, Brazil.
Areas of interest: Behavioral Economics and Performance Applied to Marketing; Econometric Modeling and Experiment in Marketing
Additional affiliations
January 2015 - September 2015
Position
- Visiting PhD
Description
- Customer Experience; Customer Journey; Conjoint Analysis; Quantitative Method
February 2013 - February 2017
September 2010 - present
Position
- Professor (Associate)
Description
- Bachelor: Consumer Behavior and Research Methods MBA level: Quantitative Methods
Education
February 2013 - February 2017
April 2008 - August 2010
August 2005 - December 2006
Publications
Publications (98)
Purpose
The purpose of the research was to measure the impact of post type (advertising, fan, events, information and, promotion) on two interaction metrics: likes and comments. The measuring involved two popular social media, Facebook and Instagram, and in business profiles of five different segments (food, hairdressing, ladies’ footwear, body des...
Objective
to examine the contemporary challenges faced by the survey method in the administration field, particularly in marketing, due to the emergence of new technologies and changes in respondent behavior.
Provocations
with the rise of artificial intelligence, the traditional survey method is increasingly being questioned. Issues such as respon...
Artificial intelligence (AI) has emerged as a driving force in scientific development, influencing areas such as Administration and Public Administration, which are central themes of the publication of the Brazilian Administration Review (BAR). Despite transformative promises, AI’s appropriate and ethical use in academia still presents substantial...
A prática baseada em evidências (PBE) consolidou-se como pilar fundamental na enfermagem, impulsionando a tomada de decisões clínicas eficazes e embasadas em pesquisas científicas de alta qualidade. O objetivo primordial da PBE é assegurar que os pacientes recebam os cuidados mais apropriados e seguros, com base nas melhores evidências disponíveis....
Purpose - Social entrepreneurship is a topical issue in the context of entrepreneurial intention. Our quantitative study seeks to explore the complex and dynamic nexus of the ever-evolving landscape of entrepreneurial intentions, which results in socioeconomic development through the mediating influence of entrepreneurial knowledge.
Design/method...
Objective: The objective of this review study is to investigate the trends and preferences of wine consumers globally, evaluating social and cultural aspects, marketing strategies, sensory perceptions, in addition to studying pricing and marketing linked to winemaking. Theoretical Framework: To understand the aspects of the desired objectives, rese...
Purpose: Posting content on social media by companies, especially smaller ones, is a reality; however, entrepreneurs still need to discover commercial returns from this content. Therefore, our study aimed to evaluate the prediction of visual content manipulation in social media posts on a small company's commercial business results.
Design/Methodo...
RESUMO Esta pensata navega pelos desafios da pesquisa em marketing, destacando a complexidade da escolha adequada de periódicos e a arte de comunicar efetivamente com os revisores. Explora ainda as implicações da rejeição e a importância de adaptar metodologias e teorias em resposta ao feedback, e ainda, contribui com insights para aprimorar prátic...
This paper addresses the evolution of Artificial Intelligence (AI) in scientific research and the ethical and integrity challenges that arise with its integration. AI has become an indispensable tool for researchers, accelerating discoveries and optimizing processes. However, using these algorithms raises concerns about bias, transparency, and acco...
We invite esteemed researchers, scholars, and practitioners to contribute to an upcoming special issue that explores the transformative role of artificial intelligence (AI) in management research, with a distinct focus on addressing the extensive societal challenges encapsulated by the Sustainable Development Goals (SDGs) (United Nations General As...
This paper addresses the evolution of Artificial Intelligence (AI) in scientific research and the ethical and integrity challenges that arise with its integration. AI has become an indispensable tool for researchers, accelerating discoveries and optimizing processes. However, using these algorithms raises concerns about bias, transparency, and acco...
Purpose: Consumer perception of corporate brand equity has primarily focused on product brand dimensions, neglecting considerations at the firm analysis level. Assessing corporate brands requires different criteria relevant to the competitiveness of companies, such as their prominence, management and meeting society's demands. In this sense, this s...
Objective: Due to the lack of regularity from the census in Brazil, the proposal to use alternative indicators is relevant. The population's income, primary census information, is a variable used in studies in different areas such as public policies, forecasting, and planning a new business. However, on average, this information is released every t...
Dilema: O dilema se concentra nas estratégias adotadas para o gerenciamento da crise de uma influenciadora digital participante de um reality show.
Objetivo educacional: O caso foi elaborado para discutir a importância de como ações rápidas e efetivas, na comunicação e análise de dados das redes sociais, têm impacto para contornar o problema de im...
This study examines the short-term and long-term effects of various important determinants such as financial inclusion (FI), information and communication technology (ICT), renewable energy (RE), globalization (GOB), and economic growth (EG) on CO2 emissions in the top 10 emitter countries in the OBOR region based on the collected data for the year...
Language models based on deep learning showed promising results for artistic generation purposes, including musical generation. However, the evaluation of symbolic musical generation models is mostly based on low-level mathematical metrics (e.g., the result of the loss function) due to the inherent difficulty in measuring the musical quality of a g...
Storytelling can arouse consumers' emotions and affect purchasing behavior through desires and attitudes. While the marketing literature discusses storytelling, there is a lack of consensus because of the diverse conceptual and operational definitions used. To untangle the complexities and consolidate the fragmented knowledge about storytelling in...
Purpose: to understand the phenomenon of agile methodologies and their application in the innovation of existing business models. Methodology: a qualitative study, with a multiple case approach. Main results: the empirical findings confirmed the importance of incubator contributions to the development of innovation in incubated startups. Theoretica...
In times of pandemic and social distancing, the risks tied to leaving home to make purchases can cause consumers to seek online means to perform such activities. In this sense, the study aims to analyze the influence of COVID-19 on online shopping behavior. For this, we apply a survey with 1052 Brazilian online consumers, with data analyzed via PLS...
Social media and firm applications are two mobile service marketing mechanisms that rely on push or pull promotions to be effective. Literature, however, has yet to uncover how the promotions may complement each other when purposefully implemented. Our study examines this possibility in the grocery industry over three months. First, we create and m...
Due to the lack of regularity in census surveys in Brazil, the proposal to use alternative indicators is relevant. The population's income, one of the main census information, is a variable used in studies in different areas, both in the elaboration of public policies and in the forecasting and planning new businesses. However, this information is...
Objective: The study aims to analyze the week's day's effect on Twitter users' engagement. Method: This is quantitative, conclusive and, descriptive research, with data collection by observation and analysis via a T-test. We analyzed 51,967 posts made by 45 professional profiles with the highest number of followers from five countries (Argentina, B...
As Micro e Pequenas Empresas (MPEs) possuem relevância para a economia do país e limitações no uso dos recursos do marketing. Como forma de contribuir com essa discussão, este estudo avalia o marketing empreendedor com ênfase no marketing boca a boca, principal meio de divulgação das MPEs. Assim, o objetivo é analisar as variáveis que impactam o bo...
Purpose
Social media are channels of communication and relationship between consumers and brands. In this paper, the determinants of consumer engagement in firm-generated content on Facebook are examined in a higher education institutions (HEIs) context.
Design/methodology/approach
Data was collected from 1,981 Facebook brand posts of 16 Brazilian...
Empresas de diferentes portes e segmentos tem utilizado os influenciadores digitais para divulgar seus produtos e se aproximar do público de forma segmentada. Esta estratégia, chamada de marketing de influência, deve movimentar mais de U$ 2 bilhões até o final de 2020. Porém, mesmo com este crescimento, os estudos sobre os influenciadores digitais...
Customer engagement has been a marketing research priority throughout the decade, and several frameworks and models have tried to conceptualize the phenomenon. This article aims to summarize ten years of theoretical and practical studies on customer engagement and to propose directions for future studies. We conducted a broad review of articles on...
Este estudo teve como objetivo mapear e caracterizar a literatura internacional acerca do veganismo no contexto do marketing, a partir de uma revisão da literatura internacional na área de Administração. Para tanto, utilizou-se do estudo bibliométrico por meio da busca em duas bases de dados: Web of Science e Scopus. Como resultado foi identificado...
Este caso de ensino aborda a implementação do canal on-line de um shopping atacadista de moda que anteriormente possuía suas estratégias de marketing focadas no offline. A mudança ocorreu devido à queda significativa na taxa de ocupação das lojas entre os anos de 2018 e 2019 geridas pelo shopping. Para evoluir em direção ao ambiente digital os gest...
This teaching case aims to understand the challenges between opening distribution channels and new products. The report involves a small Brazilian chocolate factory. It presents the structuring, production processes, brand concept, formation of sales prices, and the choice of distribution channels in COVID-19 times. The company faced challenges in...
Este caso de ensino tem como objetivo entender os desafios entre a abertura de canais de distribuição e novos produtos. O relato envolve uma fábrica de chocolate brasileira e apresenta a estruturação, os processos de produção, o conceito da marca, a formação dos preços de venda e a escolha dos canais de distribuição em tempos de COVID-19. A empresa...
This teaching case aims to understand the challenges between opening distribution channels and new products. The report involves a small Brazilian chocolate factory. It presents the structuring, production processes, brand concept, formation of sales prices, and the choice of distribution channels in COVID-19 times. The company faced challenges in...
Objective: To determine which retail environment and consumer learning history variables influence the fulfillment of purchase plans (intention-purchase correspondence) and purchases of brands with programmed reinforcement levels (utilitarian and informational) in the retail of specialty durable goods.
Methods: We conducted a quasi-experimental s...
Este trabalho teve como objetivo investigar os estudos sobre visual merchandising em aspectos teóricos, metodológicos e empíricos. Foi realizada uma pesquisa bibliométrica a partir de 35 artigos publicados em periódicos. As análises apresentam o número de artigos por ano, principais periódicos, referências mais citadas, palavras-chave mais utilizad...
Este caso de ensino se concentra na história de uma participante de reality na televisão brasileira. Em especial, o caso se concentra no episódio ocorrido durante a participação na edição 2019 do Big Brother quando Fernanda passou por uma grave crise de imagem ao ser vinculada à estigmas racistas e de intolerância religiosa, e ainda, foi expulsa de...
Among the continually changing segments is retail. In particular, in times of pandemic, consumer and brand interaction is rethought so that the experience becomes memorable, thus influencing the repurchase. However, in times of crisis, consumers become more emotional in engaging with brands throughout their journey. In this sense, this article soug...
O objetivo desta pesquisa foi compreender os significados do consumo de chá quente para a vida dos consumidores além de verificar a existência de uma cultura e rituais de consumo da bebida. A pesquisa foi embasada pelas teorias de cultura e consumo e rituais. Foi realizada uma pesquisa de campo, com entrevistas em profundidade, objetivando entender...
Empresas de diferentes portes e segmentos tem utilizado os influenciadores digitais para divulgar seus produtos e se aproximar do público de forma segmentada. Esta estratégia, chamada de marketing de influência, deve movimentar mais de U$$ 2 bilhões até o final de 2020. Porém, mesmo com este crescimento, os estudos sobre os influenciadores digitais...
This work aimed to investigate the studies on visual merchandising in theoretical, methodological and empirical aspects. Bibliometric research was carried out based on 35 articles published in journals. The analyzes present the number of articles per year, main journals, most cited references, most used keywords, in addition to the methodology, con...
Objective: to analyze small clothing manufacturing companies and the use of contemporary marketing practices in the dimensions of interactive marketing, digital marketing and network marketing.
Methodology: the study is qualitative, descriptive and has multiple cases, and it is conducted through semi-structured interviews, documentary surveys and...
The context of the COVID-19 pandemic has caused changes in organizational communication. The moment requires companies to adopt a posture of sensitivity to the moment and contribution to society. Thus, in this article, we seek to reflect on how organizations have communicated with their consumers through two examples, Madero and Magazine Luiza. We...
Objetivo: analisar pequenas empresas de confecção de vestuários quanto à utilização de práticas contemporâneas do marketing interativo, digital e de rede.
Metodologia: o estudo tem natureza qualitativa e descritiva, envolvendo multicasos, e foi conduzido por meio de entrevista semiestruturada, do levantamento documental e da observação direta.
Pr...
Purpose - Evolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to explain brand sales dynamics in emerging markets using two dimensions: sales behavior in time (stationary or evolution) and final position (negative, neutral or positive).
Design/methodolo...
Objetivo – Identificar os fatores que influenciam os gastos do
consumidor no varejo tem sido um tema desafiador para acadêmicos e gestores de marketing. Alterações nas situações de compra de consumo podem incentivar ou desincentivar estes gastos. Propomos que os desvios das compras planejadas são classes específicas de comportamento do consumidor e...
Purpose – Identifying the factors that influence consumer spending
in retail has been a challenging topic for academics and marketing
managers. Changes in consumption buying situations can encourage
or discourage these expenses. We propose that deviations from planned purchases are specific classes of consumer behavior and can explain expenses.
De...
The integration of the world economies is responsible for an increase in the number of cross-border mergers and acquisitions (M&A), together with the growing participation of companies from emerging countries in this type of investment. However, the area studies focus their analyses on the determinants, antecedents and profitability of the companie...
Despite being the most popular sport in Brazil, soccer suffers
from structural problems. Managers working in this reality know
little about the factors that determine performance measures
in stadiums. Existing research is undertaken according to an
economic logic, which attributes importance to a dependent
variable only, the total attendance of soc...
Os desafios do pesquisador etnográfico no ambiente digital Resumo: A essência da pesquisa etnográfica tem como base a sua preocupação relacionada à forma como as pessoas convivem em determinados espaços sociais. Nesse contexto, nota-se que, com o avanço da tecnologia, a Internet começa a gerar novas experiências sociais, abrindo caminhos para multi...
Esta pesquisa teve como objetivo identificar elementos da percepção dos usuários
de serviços de streaming no contexto mobile. Para isto, foi utilizado um modelo baseado na unificação das características de dispositivos móveis (ubiquidade, unicidade, universalidade e unissonância), abordando a utilização do streaming. O trabalho foi realizado por me...
O uso das redes sociais pelas empresas, em especial às pequenas, é uma
realidade, porém, o retorno financeiro dessa mídia ainda é desconhecido de parte dos
empreendedores. Neste sentido, este estudo tem por objetivo avaliar os efeitos de
publicações em uma rede social comercial nos resultados financeiros do negócio. A
pesquisa ocorreu por meio de u...
Online social media are channels of communication and relationship with the market. This research aimed to evaluate the determinants of consumer engagement in brand messages published on Facebook in higher education institutions. Data were collected through direct, non-participant and structured observation of 1,981 Facebook publications of 16 high...
O contexto da gestão do futebol no Brasil é marcado por uma série de fatores prejudiciais, como problemas financeiros, corrupção e práticas de gestão defasadas. A realidade carece de uma abordagem que demonstre como melhorar o desempenho mercadológico da principal competição do 'País do Futebol'. Essa pesquisa contribui para a teoria existente sobr...
O objetivo deste caso de ensino é promover a discussão do dilema de pequenos empresários em relação a escolha de influenciadores digitais para otimizar os investimentos em marketing e o retorno nas redes sociais e no desempenho financeiro. Um shopping de moda no atacado localizada no centro-oeste, foi escolhida para o caso pois frequentemente os ge...
Consumer behavior is dependant of the context and reinforcing stimuli can produce different
responses in closed or open behavior settings. We present a behaviorist assessment of consumer response in laboratory and natural environments. Promotion choice was the behavior under analysis in two experiments where consumer setting, reinforcers (discounti...
Relatório de pesquisa sobre presença de público nos estádios brasileiros de futebol. Campeonato Brasileiro de Futebol (2012-2017). Relatório de pesquisa vinculado ao Projeto de Extensão PJ354-2017 da UFG
Digital influencers are virtual opinion leaders that represent an alternative for companies targeting propaganda at the community surrounding these individuals. These individuals expand concepts of consolidated theories that examine the process of innovation diffusion and the flow of communication between opinion leaders and followers. Research abo...
Este artigo científico tem como objetivo analisar o impacto dos influenciadores digitais espontâneos nas métricas de engajamento de uma rede social virtual. Os influenciadores digitais se tornaram uma importante estratégia de marketing para as empresas pela autenticidade e interação diferenciada que proporcionam aos consumidores. Com o aumento da r...
O objetivo deste estudo é avaliar se características como o uso de dispositivos móveis, a orientação de compra e a percepção de canal são antecedentes na escolha do canal pelo consumidor. A análise do estudo foi feita por meio de uma proposta de rede nomológica que envolveu diferentes etapas de validação. Os principais achados do estudo foram: (i)...
Managers and marketing researchers strive to understand the effect of social media on marketing performance measures. Little is known about the influence of social media measures, such as engagement and reach, on sales and its components, like average ticket. Our study confronts this lacuna by conducting a natural time series experiment on a small...
Apesar de ser o esporte mais popular e tradicional do País, o futebol sofre com problemas estruturais e organizacionais crônicos, como más condutas de gestão. Dirigentes e profissionais de marketing que atuam nessa realidade pouco sabem dos fatores que determinam a presença de público nos estádios. As pesquisas existentes sobre o contexto brasileir...
Current studies on factors affecting the dimensions of consumer-based brand equity have been dispersed, applicable to specific contexts and not systematized in the literature. So, the purpose of this paper is to identify and categorize factors that create, increase or decrease each of the consumer-based brand equity dimensions: brand associations,...
Marketing performance is an important topic, and service research usually strives to identify the impact of service differentiation on measures such as brand sales, category sales and market share. Research on performance and service is revolved around individual and latent measures, instead of response variables, and this characteristic does not n...
Consumer spending is an important performance measure at the individual level and retail decision makers usually try to understand which factors influence this response variable. Deviances from planned purchase are specific classes of consumer behaviour that may explain consumer spending. Usually neglected in cognitive and behaviourist psychologist...
Purpose – e purpose of this paper is to analyze the impact of di erent types of content of viral marketing in a popular social networking site. Our research is founded on recent studies which categorize posts on Facebook.
Design/methodology/approach – Data for 2583 posts in eight pro les of Brazilian beer brands were coded and analyzed. We used a...
Marketing performance is an important topic and service research usually strive to identify the impact of service differentiation on measures such as brand sales, category sales and market share. Research on performance and service is revolved around individual and latent measures, instead of response variables, and this characteristic does not nec...
For the last decade, prominent journals have been emphasizing the need for research to address problems originated at emerging economies. This movement had started after Burgees and Steenkamp (2006) stressed the significant environmental conditions of these contexts and intensified after Sheth’s (2011) foundational paper about the five key characte...
Esta pesquisa buscou identificar os padrões de comportamento de consumo percebidos pelo grupo de pescadores esportivos da cidade de Goiânia – Go, Brasil. Adotou-se uma metodologia qualitativa, por meio do Método de Configuração da Imagem - De Toni (2005). A coleta de dados ocorreu por meio de questionários com uma amostra de 20 respondentes. Os res...
Esta pesquisa teve como objetivo mapear a atividade goiana de
pesquisa e inovação no Estado de Goiás identificando potencialidades e
deficiências nas áreas estratégicas de desenvolvimento em ciência e tecnologia.
O método utilizado foi a Estatística Descritiva por meio da apresentação de
indicadores de ciência e tecnologia obtidos em dados secundár...
In Corporate Branding in Facebook Fan Pages: Ideas For Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of...
