Posso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuários

Autores

DOI:

https://doi.org/10.5585/remark.v22i1.21929

Palavras-chave:

Marketing de relacionamento, Relacionamento marca-consumidor, CRM, Redes sociais, Desenvolvimento de escalas

Resumo

Objetivo: O objetivo desse estudo foi examinar a relação entre emoções, percepção de risco, valor percebido e lealdade à marca durante uma crise global para entender como as emoções incidentais, ou seja, emoções não relacionadas à decisão, podem influenciar as percepções do consumidor sobre valor de bens e lealdade à marca.

Metodologia/abordagem:  Usando dados coletados de 290 brasileiros durante a pandemia da Covid-19, um modelo estrutural baseado na percepção de risco, emoções positivas e negativas, valor percebido e lealdade à marca foi proposto e testado empiricamente.

Originalidade/valor: Esta pesquisa confirma que emoções incidentais podem impactar o valor percebido. Sendo assim, a pesquisa aumenta a compreensão do papel das emoções na relação consumidor-produto-marca. Em segundo lugar, o estudo faz uma contribuição metodológica ao analisar as relações entre percepção de crise, emoções positivas e negativas, valor percebido e lealdade à marca em uma situação real.    Vale ressaltar que estudos sobre emoções incidentais no comportamento do consumidor são geralmente induzidos por experimentos.

Resultados: Os resultados mostraram que os respondentes se sentiram alertas e atentos, e estas emoções desempenharam uma função significante na relação entre emoções e valor percebido durante a pandemia. Observou-se que a percepção de risco influencia as emoções negativas e positivas, mas não influencia diretamente a lealdade à marca.

Contribuição teórica e prática: Os resultados fornecem suporte para o modelo, onde as emoções incidentais influenciam o valor percebido. Sendo assim, o estudo contribuiu para a literatura examinando e confirmando a relação entre emoções incidentais e valor percebido. No entanto, a percepção de risco e as emoções não influenciam diretamente a lealdade à marca. Desenvolver produtos e serviços que resolvam os problemas oriundos das emoções vivenciadas durante uma crise podem despertar o interesse do consumidor. Como contribuição social, a pesquisa apresenta que bens e serviços podem auxiliar na regulação emocional.

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Biografia do Autor

Yuri de Souza Odaguiri Enes, Universidade de Brasília – UnB

Mestre em Administração

Gisela Demo, Universidade de Brasília – UnB

Doutora em Psicologia

Fernanda Scussel, Universidade Federal de Santa Catarina – UFSC

Doutora em Psicologia 

Talita Silva, Universidade de Brasília – UnB

Mestre em Administração 

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Publicado

27.02.2023

Como Citar

Enes, Y. de S. O., Demo, G., Scussel, F., & Silva, T. (2023). Posso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuários. ReMark - Revista Brasileira De Marketing, 22(1), 60–120. https://doi.org/10.5585/remark.v22i1.21929

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