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1-3 of 3
Keywords: Netnography
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (6): 724–737.
Published: 24 May 2022
... Consumer robots Online brand communities Non-dyadic human–robot interactions Roomba Netnography Marco Tulio Zanini can be contacted at: marco.zanini@fgv.br Past marketing and consumer research investigating human–robot interactions (HRI) has mainly portrayed them as a rational...
Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2022) 40 (3): 289–309.
Published: 14 July 2020
... of the sustainable development goals (SDGs). Design/methodology/approach The study uses netnography as the qualitative research methodology. Findings The important enablers of responsible consumption behavior are choice editing, design intervention, addressing consumers' environmental identity, brand...
Journal Articles
Marco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco, Hélio Arthur Reis Irigaray
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2019) 37 (7): 791–805.
Published: 18 July 2019
... could have diversified drivers for members engagement (e.g. information, entertainment, personal identity, brand love and so forth) (Vale and Fernandes, 2018). Engagement practices Virtual brand community Twitter Sports marketing Soccer Netnography Soccer is one of the most popular...
