Cidade média do agronegócio: os efeitos da reestruturação produtiva no município de Rio Verde/GO

The average cities inserted in the areas of the Brazilian Cerrado are restructuring in the rural and urban areas in recent decades as a result of agricultural investments. Representative of this process, we chose Rio Verde due to two processes: to develop socioeconomically depending on agricultural production restructuring Cerrado after 1970 and offer average city features regional centrality and intra-urban contradictions. So we have as the problem situation the fact of Rio Verde be inserted in an agricultural region, where the restructured field creates cooperation with the agricultural industry and the tertiary sector, structuring a regional agribusiness success. However, let us doubts about the effects of the restructuring process in socio-economic and environmental terms, in relation to the field and the city. Therefore, the aim of this thesis is to contribute to the discussion about the medium- sized Cerrado cities whose functions are linked to agribusiness, and understand the logic and the effects of the restructuring process in rural and urban areas, having Rio Verde – GO as the reference for studying. Regarding the methodological practice research, it is a qualitative research, developed based on three pillars: theoretical, documentary and field. We conclude the thesis stating that the modern field, the result of agricultural production restructuring, fomented an economy specialized in agribusiness, which led to the enrichment of the field, the formation of agro-industrial complex and the formation of an average city, specializing in agribusiness, whose centrality exceeds its micro-region. In terms of effects, we conclude that process agricultural production restructuring, generated positive impacts for the insertion of Savannahs in the national economy, and to the cities inserted in the modern field. On the other hand, country and city inserted in agricultural regions, masked under the agribusiness speech, perverse effects of socioeconomic and environmental order, is an inviting system to invest and exclusionary, when there is nothing to offer. Thus, the problems are choked on site, leaving only the speech of wealth to be disclosed in the national order.

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.