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.

Restrição externa, dependência estrutural de commodities primárias e o investimento direto externo no Brasil

As the beginning of the discussion about the reprimarization process of the Brazilian exportations, or about a deindustrialization process of the country foreign sales, this study purpose that the discussion, actually, should be about the existence of the commodities structural dependence as a way to face the foreign restrictions. Therefore the intention is to show that, historically, the way that the Brazilian economy has crossed for its development depends of the foreign capital, mainly in its way of Foreign Direct Investment (FDI), and in the balance generated by the primary products, which make us try to understand the impact of this capital for the equilibrium of the Brazilian Payment Balance and also for the economy. These points were discussed not only based on the Brazilian classic writers as Francisco Oliveira, Caio Prado Jr. and Celso Furtado, but also using the newest studies which contributes to point the causes and consequences of the external capital dependence in the actual scenario. The conclusions acquired in the end of the study, indicates the fact that the Brazilian specialization in products of low aggregated value is not recent. Brazil is, historically, a competitive country in primary products. At the same time, the country importation always was a pressure factor of the National Payments Balance, being composed by products with more aggregated value. According to some authors, this characteristic of the Brazilian Economy will be surpassed with the economic opening process, which will attract external capital making possible the modernization of the Brazilian productive sector. Therefore, we can claim that the FDI, in the way it has been inserted in the country, does not offer the opportunity to get out of the commodities dependence, as generators of the payment balances, because the country international competitive standard didn t get any important changes, keeping itself out of the step related to the global standard which has been intensified in products with more aggregated value. The changes in the national insertion standard directed to more technological products is really important to surpass the historical scenario of commodities dependence, making the country less vulnerable to external crisis.