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- Facebook's features and the impact on the purchase behavior of consumers of organic products: generation Y And ZPublication . Teixeira, Elisabete; Lima, Ana; Teixeira, SandrinaIn the era of digital globalization, there are many behavioral changes in consumption. Most social media users use them to search for information about a product to determine whether they want to proceed with the purchase. Therefore, companies must develop digital marketing strategies for their profiles on social networks, especially in competitive markets, such as organic products. The objective of this study is to understand whether Facebook’s features have an influence on the purchasing behavior of consumers of organic products and which of the features has the most impact on these individuals. A questionnaire was created to carry out this study, which received 205 responses. The results of the study showed a positive influence of the following Facebook features on the purchase behavior of consumers of organic products: the “like” button, the “share” button, and the “advertising” button. Furthermore, these features proved to be more influential on Generation Z.
- Impacto das comunidades de consumidores no valor das marcasPublication . Lima, Ana; Dionísio, Pedro; Brito, CarlosThe act of consumption is a way to structure and give meaning to the world and the relationships established among people. During the transition from modernity, i.e., from modernity to postmodernity (Rajj, 1998), in a consumer culture (Slater, 1997), the products and their signal value and consumption assume a central role in creating meaning for individuals (Solomon, 1983; Fournier, 1998), thus affecting the differentiation and integration of individuals in the social world. Today consumers are dedicated to the consumption of experiences and feelings about brands, far beyond the functionality of the product. This promotes the consumption value of the bond and connection between consumers’ tastes, opinions and preferences. Thus, consumption in social and convivial contexts overlaps isolated and egocentric consumption. Given this new reality, blurring the differences between the materials products makes the concept of brand a key issue in the identification and differentiation. User groups and admirers of a brand that engage in joint activities to achieve collective goals and or to express mutual feelings, experiences and commitments are known as brand communities (Stokburger Sauer, 2010). They consume the symbolic meaning of products and not only the product features, and the image and the emotional connection is more important than functionality. In the social context of consumption of these communities should be studied both their interactions and the direct and indirect impact to organizations. It is intended to investigate and explain the interdependence between the concepts of brand community and brand value, with respect to the motivations for participation in the brand community, its characteristics and organic and ultimately the relationship with the cognitive dimensions of brand equity.