Breno P A Cruz

Este estudo apresenta o conceito de boicote político à luz do comportamento do consumidor. Utilizando a Grounded Theory, a coleta de dados é conduzida em duas partes: (i) coleta de dados no Twitter e (ii) entrevistas em profundidade. As categorias emergentes identificadas foram:Financiamento Empresarial Político, Percepção de Corrupção Partidária pelo Consumidor, Polarização Partidária do Consumidor, Binarização Político-Ideológica do Consumidor; e categoria central Intenção ou Comportamento de Boicote. Assim, o Boicote Político ocorre quando o consumidor age no sentido de punir uma empresa como forma de apresentar seu descontentamento com um alinhamento político que diverge de seus valores, crenças e pressupostos ideológicos relacionados à política.

Este ensaio teórico apresenta o conceito de Geração Alfa, composta por indivíduos nascidos a partir de 2010, com o objetivo de propor estudos de comportamento do consumidor no Brasil. Algumas das principais características dos membros deste grupo são analisadas, entre as quais destacam-se: altamente conectados à tecnologia; possuem maior análise crítica, em função da disponibilidade de informações, associada a um maior nível de educação; e utilizam plataformas digitais no consumo, influenciando na Experiência do Usuário. São apontadas, brevemente, as perspectivas de consumo de algumas gerações como Baby Boomers, X, Y, Z e C. Busca-se evidenciar algumas particularidades referentes ao consumo da Geração Alfa, que na maioria das vezes são construídas por especialistas e pela mídia, tornando possível a projeção de um padrão de comportamento para estas pessoas nos próximos anos. Portanto, a contribuição deste trabalho é discutir o conceito de Geração Alfa na perspectiva de consumo, expondo ao final algumas questões para futuras pesquisas na área de Marketing.

The consumer boycott is when customers stop buying a particular product or service as a way to show their disagreement about attitudes or actions of a company with respect to ideologies, economic interests or consumer expectations. The literature identifies six types of consumer boycott: economic, religious, minority, environmental, social and relational. The investigation in virtual social networks in relation to boycott showed a situation where motivation, intention and the decision as to act to stop buying was not contained within the six types of boycott. This means that when the consumer stops buying based on a negative experience with the use of a product or service is not discussed as one of the known types of boycott. In this sense, based on the Grounded Theory and its scientific rigor, five categories are identified in detailed interviews with 33 consumers: Undelivered Products; Reduced lifetime of the product / service; Incomplete products; Perceived Negative Quality; and; Faulty Products. This study pointed ou that the Perceived Negative Quality category as a central category, being the other sub categories. These results impact in the literature on consumer boycott to present a seventh type of boycott, the experiential boycott - in which the consumer intends to stop buying based on a previous negative experience with a product or service from a particular company.

This paper analyzes the results of the O Boticário’s advertising involving gay couples in Brazil.  On Virtual Social Media (VSNs), while conservative consumers, religious leaders and protestant politicians were trying to boycott, the LGBTTT community has shown their Buycott Intention. A non-probalistic sample with 336 consumers was used in this study and the Kruskal-Wallis’s and Chi-Square Test have approved our three hypothesis: (H1) - the politicians influence their followers on VSNs in relation to Boycott Intention -  consumers  influenced by Marcos Feliciano and Jair Bolsonaro have had more Boycott Intention than those who were connected to  Jean Wllys’ ideas;  (H2) - sexual orientation and (H3) - Religion are associated to Buycott Intention in the O Boticário’s case. Specifically, analyzing Religion in this sample, Catholics, Agnostic and Atheist have the same Buycott Intention when they are compared to Protestants (who have lower Buycott Intention). These results suggest the Buycott Intention within LGBTTT  consumers might be an answer about O Boticário’s brand reposting.

A boycott occurs when a consumer ceases to buy a product (FRIEDMAN, 1999). By means of grounded theory, netnography and non participant observation over the online environment, we present a new type of boycott: the Relational Boycott, which is the act by which a consumer ceases to buy from a company because of a frustrating experience in the pre or after sale process. The results make it evident that the relational boycott is deliberate and represents a primary act of the consumer resulting from the management problems of a company (poor service quality: delays in delivery, defective products and inefficient attendance) that generates backlash (other manifestations of the repudiation of a company) attitudes such as interaction, unity of the group and encouragement of third parties.

This paper analyses the dissatisfaction viewers of the debut of Super Star program (Rede Globo channel) in relation to Social TV phenomenon - the viewers’ interaction at Social Media discussing an entertainment content. This research is qualitative using Case Study Research, Non-Participant Observation at online environmental and Content Analysis. The results of field research show: (i) an injustice viewer feelings about bands which have not had chance to get votes from the applicative and have left the Super Star competition; and (ii) the viewers have gotten a bad impression about user experience trying to use the tv program applicative.  These results show us that the Super Star’s user experience has not been  satisfactory to viewers and the promise by Globo to gave then simultaneous interaction has just been a promise (and not a fact). In this way, the Super Star’s debut has not had a satisfactory perception when we analyze Social TV. Another result in this paper is a conceptual model of Social TV inspired in Cruz (2013a; 2015) who has been named “Dynamic Viewers’ Interaction of TV Content from the Social TV phenomenon”.

Regulated in 2006, the Fund for Basic Education and for Enhancing the Value of the Teaching Profession (Fundeb) represents a step further in financing Brazilian public education. By securing a considerable part of the revenues for basic education in all its modalities, the fund can contribute to the reduction of illiteracy and the universality of basic education (from elementary to middle school), among other benefits. However, the policy of securing financing by itself is not enough to mitigate all Brazilian public education issues. This article shows that there does not seem to exist a statistically significant co-relation between the amount of resources available for investment in public education and its degree of development. From a statistical exercise developed for the municipalities of the state of Rio de Janeiro, one can see that Fundeb does not ensure a larger financial allocation for the most underserviced municipalities from the education standpoint. Furthermore, although the allocation of resources is necessary, it is not enough to improve the Brazilian public education. The good use of resources from the fund is the key to success.