Paula Chimenti

Electronic Media Use: Towards an Integrative Model

The objective of the study is to propose and test a model to understand the factors that impact the use of electronic media in Brazil. A survey was conducted, capturing perceptions about five electronic media-Broadcast TV, Pay-TV, Internet, Mobile Phones and Game Consoles. A sample of 1000 cases was collected by personal interviews in six cities and analyzed using SEM. Attitude is influenced by Image, Entertainment and Content, followed by Communication and Habit. The model explained 80% of Attitude and 90% of Satisfaction. Attitude is a strong predictor of Satisfaction. Attention is explained by Entertainment and Satisfaction.

A new conceptual model for business ecosystem visualization and analysis

This study has the objective of plotting the effects of network externalities and superstar software for the visualization and analysis of industry ecosystems. The output is made possible by gathering sales from a tracking website, associating each sale to a single consumer and by using a network visualization software. The result is a graph that shows strategic positioning of publishers and platforms, serving as a strategic tool for both academics and professionals. The approach is scalable to other industries and can be used to support analysis on mergers, acquisitions and alliances.

The Ideology Underlying Consumer Boycott Studies: Are We Boycotting a Deeper Understanding of the Theme? An Abstract

Social media has enhanced the potential for consumers’ mobilization through social movements, such as boycott. Researches about how consumers negotiate their own pleasures of consumption with morality and thought for others and how this creates value for society as a hole are growing. More recently, some authors have pointed out the importance of a deeper understanding of the ideological agenda adjacent to each part of the social movements puzzle: activist consumers, companies, government, academic researchers, and so on (Askegaard & Linnet, 2011; Carrignton et al., 2016; Kozinets, 2014). This research aims to analyze the body of studies about consumer’s boycott that has been built over the past 20 years. The main objective was to critically analyze the ideologies underlying the researches and to discuss what could be the consequences of that. After refining the search for articles in the major Marketing and Consumer Behavior journals, a total of 25 articles were analyzed. Synthesizing, our analysis indicates that the predominant ideology underlying the researches about consumer boycott seems to be aligned with the maintenance of the idea of consumer sovereignty and, therefore, the consumption market-based system. That comes with a touch of hope that consumers have the power to change the world and build a better and fair society. The consequence of replicating in studies the mainstream ideology is that the system itself is not challenged. What we propose here is not about ranking ideologies and systems – e.g., capitalism vs. socialism or neoliberalism vs. protectionism – but about critically thinking of the greater contexts. Undoubtedly, the body of studies analyzed brought relevant contributions to build the knowledge about consumer boycotting. However, not going deep in identifying and analyzing what institutional ideologies may be influencing consumer individual reasons to boycotting, researches refrain from reflecting about those forces and also about how those forces might drive the study itself. The consequences for consumer behavior studies can be to state as “natural” attitudes and behaviors that actually emerge from a broader context of structured forces. When ideologies are hidden, i.e., not experienced as ideologies, they can prevent a deeper understanding of all the forces involved in the phenomena. We propose to reframe our questions when it comes to consumer boycott studies and therefore look for some more disruptive answers. That evolves questioning some “naturalized” results, going deeper into thinking about structured determinisms and institutionalized forces that drive not only consumers but also academic researchers.

Structured Abstract: Esporte Interativo—Building a Platform for Sports Fans in Brazil

The media landscape has been changing during the several few years. The TV model based on a passive audience sitting in front of a screen is challenged by the advent and proliferation of broadband, anytime, anywhere, consumer-controlled alternatives (Bradley and Bartlett 2007). New information and communication technologies (ICTs) are reconfiguring the media landscape, shifting industry boundaries towards comprehensive ecosystems which integrate previously separated industries such as content, telecommunications, and computers. Mobile devices enable a ubiquitous connectivity scenario, creating opportunities for access and content creation (Labrecque 2013). Those new ICTs can be disruptive in the media ecosystem (Christensen 1997) given their impact on markets and business models. The Brazilian media environment is unique in both its audience behavior and advertising spending. Broadcast TV is present in 98 % of Brazilian households, earning a 68 % share of advertising budget. Dissemination of new media has direct impact on the way people entertain and inform themselves. Broadcast TV audience has steadily decreased over the last few years. The Internet grew considerably, but captured less than 5 % of total share (Projeto Intermeios 2014). Sports play an important role in this environment, both because of the huge audience and the valuable live content, which fits the grid of linear channels and keeps the traditional broadcast and pay-TV business models healthy for some years to come. Within a scenario of many changes and uncertainties, this study seeks to shed light on the key challenges and opportunities faced by Brazilian TV, given changes in consumer behavior and the advent of new media. This study’s objective is to understand how incumbents are dealing with opportunities deriving from new media from a company’s perspective, analyzing the case of a young and innovative sports media group: Esporte Interativo.