Determinantes e consequentes do engajamento do consumidor em comunidades virtuais de marca
DOI:
https://doi.org/10.5585/remark.v22i1.19685Palavras-chave:
Engajamento em comunidade de marca online, Autoconceito, Identidade social, Consequentes do engajamento, Variáveis moderadorasResumo
Objetivo: O estudo visou validar empiricamente um modelo conceitual que analisa como o engajamento com marcas e comunidades online promove os vínculos relacionais do consumidor e o papel da natureza hedônica ou utilitária da oferta neste processo.
Metodologia: A netnografia, uma abordagem qualitativa para estudar o comportamento humano no ambiente virtual, foi adotada visando revelar as motivações dos usuários das mídias sociais e obter evidências para o modelo teórico. Posteriormente, aplicou-se um estudo quantitativo através de uma pesquisa que obteve 583 respostas e permitiu o teste de hipóteses através da modelagem de equações estruturais com uma abordagem multigrupos.
Resultados: O teste de hipóteses confirmou que a "identidade social" e a "autoexpressividade" do consumidor são determinantes do "engajamento com a comunidade da marca". A "identificação com a marca" influenciou o "engajamento com a comunidade da marca", para o grupo que usa marcas hedônicas. O estudo confirmou todas as conseqüências propostas do "engajamento com a marca".
Relevância/Originalidade: A inovação do presente estudo consistiu em: 1) verificação do impacto de construções individuais relacionadas ao self (autoexpressividade, identidade social, identificação com a marca) no engajamento do consumidor, hipóteses com poucas evidências na literatura; 2) verificação e confirmação do efeito de novas variáveis moderadoras (utilidade versus valor hedônico) no modelo estrutural.
Contribuições teórico-metodológicas: a contribuição teórica central do artigo é apresentar suporte para a plausibilidade do modelo proposto, o alcance das escalas de medição das construções propostas e a aplicação da Netnografia.
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