Estratégias de marketing adotadas por on-line brokers no Brasil : um estudo exploratório

A proposta deste trabalho é contribuir com a literatura existente sobre estratégias de marketing utilizadas por instituições financeiras, particularmente as corretoras de valores, de forma que estudos futuros possam aprofundá-la.

Novas perspectivas da análise estratégica: estudo de caso do UOL: como o caso do Universo On Line (UOL) pode criar novas perspectivas para a análise estratégica?

Estudo dos desafios e novas perspectivas estratégicas que se apresentam com o estudo de caso do UOL - Universo On Line - provedor de acesso e portal líder no Brasil, baseado em fatos e estatísticas do mercado e entrevista com o UOL.

The influence of emotional contagion on products evaluation

Emotional Contagion is the mechanism that includes mimicking and the automatic synchronization of facial expressions, vocalizations, postures, and movements with another person and, consequently, convergence of emotions between the sender and receiver. Researches of this mechanism conducted usually in the fields of Psychology and Marketing tends to investigate face-to-face interactions. However, the question remains to what extent, if any, emotional contagion may occur with facial expressions in photos, since many purchase situations are brought on by catalogues or websites. This thesis has the goal to verify this gap and, in addition, verify whether emotional contagion is more common in females than in males as stated in previous studies. Emotions have been studied because it is intuitively apparent that emotions affect the dynamics of the interaction between a salesperson and customers (Verbeke, 1997); in other words, emotions may significantly affect consumer behavior. Therefore, this thesis also verified whether the facial expressions that transmit emotions could be associated to product evaluations. To investigate these questions, an experiment was done with 171 participants, which were exposed to either smiling (positive emotion) or neutral advertising. The differences between the individual advertisements were limited to the facial expressions of figures in the advertisements (either smiling or neutral/without smiling). One specialist and two students analyzed videotaped records of the participants’ responses, and found that participants who saw the positive stimulus mimicked the picture (smiling back) confirming the Emotional Contagion in Photos (the first hypothesis). The second hypothesis was to analyze if there is difference based in gender. The results demonstrated that there is not a significant difference between genders; female and male equally suffer Emotional Contagion. The third hypothesis was related to whether the positive emotions vs. neutral emotions acquired from the positive facial expression in the photo are associated to a positive evaluation of the product also displayed in the photo. Evidences show that the ad with a positive expression could change more positively the attitude, the sympathy, the reliability, and the intention of purpose of the participant compared to those who were exposed to the neutral condition. Therefore, the analysis concludes that the facial expressions displayed in photos produce emotional contagion and may interfere on the evaluation product. A discussion of the theoretical and practical implications and limitations for these findings are presented.

Universidade on-line gratuita: um modelo ainda em gestação

Pesquisa em foco: MOOCs e modelos de negócios de startups de educação - 2013. Pesquisadora: Professora Libânia Rangel de Alvarenga Paes

Aplicação da abordagem WebQual na avaliação da qualidade de sites de busca no Brasil

Com o rápido crescimento da Internet, a quantidade de informações disponíveis tornou-se gigantesca, dificultando a busca pelo que realmente é essencial. Da mesma forma que vários esforços na divulgação de informações relevantes foram efetuados, sites de qualidade duvidosa também apareceram. Os "Sites de busca, apesar de ainda limitados, passaram a ter papel cada vez mais importante, e alguns deles são, hoje, líderes em número de acessos. A avaliação da qualidade de sites na Internet é, hoje, tópico de estudo de vários pesquisadores em todo o mundo. Vários modelos de avaliação existem, com focos que se alternam entre a avaliação dos aspectos tecnológicos e a medição da qualidade percebida pelo usuário ou consumidor. Nesta pesquisa, optou-se por analisar a aplicabilidade do instrumento "WebOual" - criado pelos professores Stuart Barnes (Victoria University of Wellington - Nova Zelândia) e Richard Vidgen (Universidade de Bath - Inglaterra) - o qual privilegia a avaliação da qualidade dos sites pesquisados pela ótica do usuário ou consumidor. Será aplicada a abordagem WebOual a três sites de busca internacionais que possuem versões localizadas em português. no Brasil: Altavista, Yahoo! e Google. Trata-se de utilização inédita da abordagem WebOual, anteriormente testada por seus criadores na avaliação de sites de Livrarias Virtuais, Universidades, Leilões ontine e sites WAP.

Educação para a igualdade na perspectiva de gênero

Este trabalho tem como principal objetivo refletir sobre as questões de gênero e diversidade nas políticas públicas de educação no Brasil. O propósito foi analisar o esforço investido em mudanças no processo de formação básica, que buscam tornar a escola um lugar mais igualitário, preparado para cumprir seu papel na formação de sujeitos para o exercício da cidadania. Também foi finalidade da pesquisa captar a percepção dos educadores em face desse esforço. Como estudo de caso, foi tomado o curso piloto do projeto Gênero e Diversidade na Escola (GDE), que propõe, através de formação complementar, uma discussão com educadores sobre assuntos da diversidade, gênero, sexualidade e relações étnico-raciais. O curso GDE, realizado no ano de 2006, ofertou 1200 vagas para professores do ensino fundamental de seis municípios das cinco regiões brasileiras: Dourados/MS, Niterói e Nova Iguaçu/RJ, Maringá/PR, Porto Velho/RO e Salvador/BA. Para viabilizar a pesquisa foram analisados 60 memoriais, desenvolvidos como parte da avaliação final dos professores que participaram do projeto.

Do virtual platforms impact user behavior? An experimental comparison between messages on the company's website and Facebook page.

Companies have looked for many new ways to communicate with their customers. In the current scenario, Facebook has proven to be an efficient communication tool between consumers and businesses. This study aims to understand the differences in the complaint messages sent to companies, through an experiment that measured the emotional tone and the lack of formality in each message received by the website and the Facebook page of the company. As expected, people are more informal on Facebook. However, contrary to our intuition, participants tended to display more emotions on the company website. The social norms theory and the impression management contributed to explain the phenomena found.

The impact of corporate social responsibility on the Peruvian consumer’s purchasing behavior

This exploratory research aims to find out the extent to which Corporate Social Responsibility (CSR) impacts the purchasing behavior of Peruvian consumers when it comes to convenience food products. The study includes qualitative and quantitative analysis. Qualitative analysis consists of in-depth interviews with CSR representatives from consumer product companies, CSR practitioners and some consumers from the quantitative sample. That group’s composition was selected in order to obtain a wide picture of the consumers’ perception towards CSR, including their understanding of the concept and the relevance in their decision making process when buying convenience food products. The quantitative analysis portion consists of an on-line survey focused on Peruvian consumers who live in Lima during the year 2015. Consumers included in the sample were selected by convenience. After analyzing the 134 completed surveys, the results obtained suggest that even though there is an increasing interest in CSR, including CSR as an attribute of the purchased goods, interest is not fully demonstrated by the purchasing behavior of consumers. The main breach leading to this inconsistency appears to be the lack of or failure in the companies’ CSR communication towards consumers. Consumers demand reliable information which socially responsible companies usually provide; however at this stage, the target audiences of such information are mostly corporations and communities surrounding the manufacturing plants of convenience food products.

Brazil’s Twittersphere polarised on Lula

Lula polariza as redes sociais, de acordo com um estudo da DAPP publicado no jornal Financial Times.