Revista de Administração Contemporânea

8

Authors: Valter Afonso Vieira, Marcos Inácio Severo de Almeida, Maria Carolina Zanette

The papers on this Special Issue of the Journal of Contemporary Administration promote an important discussion in the Brazilian digital marketing field. In this editorial, we explain how the authors build bridges between digital marketing, marketplace, consumers, and firms’ applications by means of empirical investigations. As new technologies force marketing to constantly change to adjust to social platforms in the digital environment, insights about Brazilian digital marketing are missing. Considering the digital economy, consumer behavior, and technological culture, the five papers raise interesting questions about how viral advertising and image/video/audio platforms affect consumer response measures (e.g., online purchases) and create social media experiences. Such experiences include omnichannel environments that connect and create ecosystems across firms, consumers, governments, stakeholders, and marketing professionals in organized networks.

17

Authors: Ana Paula Merenda Richarde, Paulo Henrique Muller Prado, Jorge Brantes Ferreira

Objective: This study examined the role of transparency in opt-in marketing strategies, assessing the influence of cookie acceptance and consumer perception of risks and benefits on online purchasing intention. Theoretical approach: Previous studies have shown that consumers are concerned about privacy but feel uncertain about the consequences of their online behaviors. Drawing upon signaling theory applied to consumer behavior, we analyzed the influence of privacy signals on purchasing intention. Method: We employed a quantitative methodology comprising a descriptive study and four experimental studies. Results: Cookie acceptance positively affects purchasing intention only when consumers accept cookie collection and have a need for the product, resulting in a greater perception of benefits. Risks do not exhibit significance in this process. However, providing more information on data collection proves advantageous as it increases purchasing intention, even for those who do not accept cookies. Conclusions: We contribute to signaling theory by demonstrating that the product need is a determining factor for cookie acceptance. Furthermore, both notice and choice options are insufficient in protecting consumer privacy in online purchases.

22

Authors: Juliana de Oliveira Becheri, Acsa Hosken Gusmão, Elisa Guimarães Cozadi, Paulo Henrique Montagnana Vicente Leme

Objective: we aim to understand Instagram's sociotechnical role in the modest fashion market in Brazil, proposing a theoretical-empirical model to analyze this social media as a market-thinking infrastructure. Theoretical framework: the research is based on market-thinking infrastructure studies recently incorporated into the marketing area. Method: in this research, two techniques were used for data collection: (a) semi-structured and in-depth interviews with 27 agents of the modest fashion market and (b) non-participant observation on Instagram. Results: the results demonstrate that Instagram offers an infrastructure that mediates and standardizes interactions between market actors, allowing the construction of the modest fashion market, once seen as stigmatized. Instagram's infrastructure establishes rules that will dictate users' (market actors) success (or exercised power) in the network and, consequently, in the market. Although it is impossible to carry out monetary transactions through Instagram in Brazil, it offers various material devices that encourage economic exchanges. Conclusions: this study contributes to the market-thinking infrastructures literature by showing how the standardization designed to "neutralize the network's power of agency" in users' actions ends up having the opposite effect, (re)affirming its political and symbolic elements. Instagram can be considered a democratic space if its users understand and apply its neoliberals rules.