The distribution of male wages in Brazil

This paper examines the evolution of wage inequality in Brazil in the 1980s and 1990s . It tries to investigate the role played by changing economic returns to education and to experience over this period together with the evolution of within-group inequality. It applies a quantile regression approach on grouped data to the Brazilian case. Results using repeated cross-sections of a Brazilian annual household survey indicate that : i) Male wage dispersion remained basically constant overall in the 1980's and 1990' s but has increased substantially within education and age groups. ii) Returns to experience increased significantly over this period, with the rise concentrated on the iliterate/primary school group iii) Returns to college education have risen over time, whereas return to intermediate and high-school education have fallen iv) The apparent rise in within-group inequality seems to be the result of a fall in real wages, since the difference in wage leveIs has dec1ined substantially over the period, especially within the high-educated sample. v) Returns to experience rise with education. vi) Returns to education rise over the life-cycle. vii) Wage inequality increases over the life-cycle. The next step i~ this research will try to conciliate all these stylised facts.

The impact of content marketing on attitudes and purchase intentions of online shoppers : the case videos & tutorials and user-generated content

This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in-depth study of existing theories and exploratory primary research was developed in other to attain these objectives. Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and online retailers with a more effective medium to perform online transactions through commercial websites. Although consumers have realized that the benefits of online shopping; such as time saving, minimizing effort, convenience, broader selection, and wider access to information, they are still greatly unwilling to shop online. Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented (efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content marketing seeks to focus on consumers need for information and entertainment, instead of focusing on the brand. Thus, it is expected that the type of content format will have different effects on the attitudes and purchase intention on the online shopper, depending on the online shopping purpose. Concretely, a goal-oriented shopper should find user generated content (UGC) to be more valuable content formats, since they decrease the amount of search effort. While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a consumer looking to spend time and being entertained through online shopping. The exploratory research was characterized by a survey experiment with online consumers. Participants were exposed to stimuli of content marketing tested according to their attitudes and purchase intention. The focus was to understand the impact of two different content marketing tactics—User-generated content and Videos & Tutorials—on attitudes and purchase intentions and how they interact with content complexity. The results indicate that content marketing in commercial product pages is relevant in driving consumer attitudes and purchase intentions. Consumers are not motivated by a specific content marketing tactic, unless that content has a certain level of complexity. In that case, Ur-Generated Content becomes a relevant tactic in product pages, however VT is not.