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Master's Dissertation
Full name
Bruna Seibert Motta
Knowledge Area
Date of Defense
São Paulo, 2014
Batista, Leandro Leonardo (President)
Barreto Filho, Eneus Trindade
Orofino, Maria Isabel Rodrigues
Title in Portuguese
Prossumidores: o novo papel dos consumidores na era da informação e sua influência na decisão de compra
Keywords in Portuguese
redes sociais
Abstract in Portuguese
Este estudo busca o entendimento da personagem que vem modificando as práticas de consumo na era da informação: o prossumidor. Ao longo desta dissertação foi construída a teorização e adaptação deste termo ­ prossumidor - na busca por um entendimento das relações mantidas entre consumidores, seus hábitos, motivações e características a fim de entender como esta personagem modifica os hábitos de consumo, se enraíza no ritual pré-compra proposto ao longo deste trabalho. Para isso, utilizou-se ferramentas como o ConsumerBarometer, análise de comentários em ambientes de prossumerizacão, questionário e entrevista em profundidade. Além disso, foi feita a comparação da influência da publicidade tradicional e o boca a boca (online e offline) onde os resultados dessa contraposição demonstram a notoriedade adquirida pela prática da prossumerização.
Title in English
Keywords in English
social network
Abstract in English
This study threats about the understandment of a new character that has been changing consumption practices in this information age: the prosumer. The Prosumer theorizing and adaptation was built throughout this dissertation to achieve a clear understanding of relationships between consumers, their habits, motivation and characteristics, in order to comprehend how this personage changes the consumer habits and how such a practice is rooted in "pre-ritual purchase", proposed in this work. In this regard, were used the tools such as ConsumerBarometer, analysis of comments on prosumption, questionnaire and in-depth interview. Besides, we oppose the range of traditional advertising to realize how their influence can be compared to online or offline word of mouth, and the achieved results of those contraposition proves that this practice is gaining notoriety.
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