A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.

A dinâmica da taxa de câmbio no Brasil face às operações swap (2002-2015)

This dissertation investigates, based on the Post-Keynesian theory and on its concept of monetary economy of production, the exchange rate behavior of the Brazilian Real in the presence of Brazilian Central Bank's interventions by means of the so-called swap transactions over 2002-2015. Initially, the work analyzes the essential properties of an open monetary economy of production and, thereafter, it presents the basic propositions of the Post-Keynesian view on the exchange rate determination, highlighting the properties of foreign exchange markets and the peculiarities of the Brazilian position into the international monetary and financial system. The research, thereby, accounts for the various segments of the Brazilian foreign exchange market. To accomplish its purpose, we first do a literature review of the Post-Keynesian literature about the topic. Then, we undertake empirical exams of the exchange rate determination using two statistical methods. On the one hand, to measure the volatility of exchange rate, we estimate Auto-regressive Conditional Heteroscedastic (ARCH) and Generalized Auto-regressive Conditional Heteroscedastic (GARCH) models. On the other hand, to measure the variance of the exchange rate in relation to real, financial variables, and the swaps, we estimate a Vector Auto-regression (VAR) model. Both experiments are performed for the nominal and real effective exchange rates. The results show that the swaps respond to exchange rate movements, trying to offset its volatility. This reveals that the exchange rate is, at least in a certain magnitude, sensitive to swaps transactions conducted by the Central Bank. In addition, another empirical result is that the real effective exchange rate responds more to the swaps auctions than the nominal rate.

Comportamento mecânico e biológico de implante dentário com interface cônica interna

The general aim of this study was to evaluate the conical interface of pilar/implant. The specific aims were to evaluate the influence of hexagonal internal index in the microleakage and mechanical strength of Morse taper implants; the effect of axial loading on the deformation in cervical region of Morse taper implants of different diameters through strain gauge; the effect of axial loading in cervical deformation and sliding of abutment into the implant by tridimensional measurements; the integrity of conical interface before and after dynamic loading by microscopy and microleakage; and the stress distribution in tridimensional finite element models of Morse taper implants assembled with 2 pieces abutment. According to the obtained results, could be concluded that the diameter had influence in the cervical deformation of Morse taper implants; the presence of internal hexagonal index in the end of internal cone of implant didn´t influenced the bacterial microleakage under static loading neither reduced the mechanical strength of implants; one million cycles of vertical and off-center load had no negative influence in Morse taper implant integrity.