The study of consumer behavior has been parsed increasingly in marketing research, because in this way, the companies can create strategies to innovate in increasingly competitive markets. The online shopping these days ...

The present study analyzes the behavior of the consumer inserted in an experimental scenario of co-creation in two groups with different cultural traits. For this purpose, a descriptive quantitative research was applied, ...

The way companies are communicating with their customers has been changing, once traditional advertising pieces, in the face of a world filled with information, are no longer able to hold the public's attention. Therefore, ...

The use of tools for virtual research and/or acquisition provides to the customer new experiences of purchase goods. With the objective of contributing to understanding the attitude and behavior of the buyer at the time ...

The popularization of social networks and the expansion of internet access has increased the number of users on online networks, enabling the emergence of digital influencers. These new influencers who produce content and ...

Color is an important marketing tool that affects consumer behavior and its perception varies according to socioeconomic, cultural, and demographic factors. Therefore, the current study verified the influence of colors ...

The cell phone has evolved from an interpersonal communication device to a multimedia machine. Smartphone development companies innovate rapidly producing successive generations of mobile devices. The rich number of users ...

During the past few years, when developing a product or service, more and more the focus is on creating value through customer satisfaction. And, with the digital technologies advancement, the consumers have more opportunities ...

Thanks to the internet, the ways of consumption have been changing, and the ways of promoting products also needed to adapt. With product placement insertions on streaming platforms, specifically on Netflix, it became ...