Navigating the Digital Frontier of Marketing: The Intersection of Identity, Consumption, and Market Dynamics in Online Communities
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Abstract
In this manuscript, we build upon previous Special Issues in marketing from the Revista de Administração de Empresas (Barcelos & Rossi, 2015; Rossi & Farias, 2006) and the Revista de Administração Contemporânea (Vieira et al., 2023), as well as research that has deepened our understanding of the role of Brazilian scholars and marketing themes (Brei et al., 2020; Mazzon & Hernandez, 2013). We are excited to contribute to this research body by proposing the first1 Brazilian Administration Review Special Issue on digital marketing and consumer behavior. Digital marketing refers to the application of marketing in digital environments, including but not limited to omnichannel (Gasparin & Slongo, 2023), platforms, and technologies to promote and advertise products, services, or brands to a targeted audience. Consumer behavior in this area examines how, when, and where individuals consume across firms, communities, and peer-to-peer interactions, and it assesses the marketing orientation from firms. As a process, digital marketing involves identifying, understanding, and satisfying the needs and desires of customers when understanding and applying traditional tools to the digital field. Firms manage digital marketing through various strategies, including search engine optimization (SEO), content marketing, social media, owned and paid advertising (Vargas et al., 2025), influencer marketing, fan communities, engagement, analytics, artificial intelligence, and machine learning.
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Vieira, V. A., Dalmoro, M., Aguiar, E. C., & Ferreira, M. C. (2025). Navigating the Digital Frontier of Marketing: The Intersection of Identity, Consumption, and Market Dynamics in Online Communities. Brazilian Administration Review, 21(Supplement), e250026. https://doi.org/10.1590/1807-7692bar2024250026
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Editorial
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Camargo, A. A. B. D., & Meirelles, D. S. E. (2024). Coopetition through multisided platforms business model: A case study of FEBRAFAR value cycle. Brazilian Administration Review, 21(1), e230099. https://doi.org/10.1590/1807-7692bar2024230099
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Fracalanzza, F. P. Campos, R. D., & Suarez, M. C. (2024). A construção da influência em contextos estigmatizados: O trabalho doméstico feminino como plataforma de conteúdo digital. Brazilian Administration Review, 21(Suppl.), e240125. https://doi.org/10.1590/1807-7692bar2024240125
Gasparin, I., & Slongo, L. A. (2023). Omnichannel como estratégia de marketing baseada no consumidor. Revista de Administração Contemporânea, 27(4), e220327. https://doi.org/10.1590/1982-7849rac2023220327.en
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Mazzon, J. A., & Hernandez, J. M. C. (2013). Produção científica brasileira em marketing no período 2000-2009. Revista de Administração de Empresas, 53(1), 67-80. https://doi.org/10.1590/S0034-75902013000100007
Medeiros, J., Vieira, F. G. D., & Nogami, V. K. D. C. (2014). The electronic publishing market construction in Brazil by means of marketing practice. Revista de Administração Mackenzie, 15(1), 152-174. https://doi.org/10.1590/S1678-69712014000100007
Morais, I. C., Nascimento, T. C., & Tayt-son, D. B. C. (2024). Reimagining beauty: Digital consumption practices in a disrupted world. Brazilian Administration Review, 21(Suppl.), e240111. https://doi.org/10.1590/1807-7692bar2024240111
Oliveira, A. C., Isabella, G., & Almeida, M. I. S. (2024). Popularity and transaction prices as drivers of price dispersion on two-sided digital platforms. Brazilian Administration Review, 21(Suppl.), e240127. https://doi.org/10.1590/1807-7692bar2024240127
Ramos, C., Bortoluzzo, A. B., & Claro, D. P. (2024). Multichannel relational communication strategy: Does one-sized strategy fit all customers?. European Journal of Marketing, 58(4), 952-985. https://doi.org/10.1108/EJM-10-2022-0717
Rayskin, V. (2016). Dynamics of two-sided markets. Review of Marketing Science, 14(1), 1-19. https://doi.org/10.1515/roms-2015-0001
Rossi, C. A.V., & Farias, S. A. (2006). Fórum-conhecimento científico em marketing no Brasil: Perspectivas para o desenvolvimento da pesquisa e da teoria. Revista de Administração de Empresas, 46(4), 1-3. https://doi.org/10.1590/S0034-75902006000400002
Scaraboto, D., & Ferreira, M. C. (2022). Origins and Development of Online Communities and Their Role in Marketing Research. In Tuten, T. L., & Hanlon, A (Org.), The SAGE Handbook of Digital Marketing (pp. 83-99). Sage Publications.
Silva, L. R., & Almeida, V. M. C. (2024). eSports’ event sponsorship: Sponsor’s brand authenticity, brand equity and purchase intention. Brazilian Administration Review, 21(Suppl.), e240138. https://doi.org/10.1590/1807-7692bar2024240138
Skog, D. A., Wimelius, H., & Sandberg, J. (2018). Digital disruption. Business & Information Systems Engineering, 60, 431-437. https://doi.org/10.1007/s12599-018-0550-4
Souza-Leão, A. L. M, & Moura, B. M. (2024). Fight for respect! Exploring digital activism among cosplayers through consumer resistance based on Foucauldian theory. BAR-Brazilian Administration Review, 21(Suppl.), e240120. https://doi.org/10.1590/1807-7692bar2024240120
Vargas, V. C., Vieira, V. A., Moura, L. R. C., & Filho, C. G. (2025). The use of offline and online paid media, earned social media, and organic search in explaining supermarket’s performance: A cyclical Echoverse model. Journal of Marketing Theory and Practice, 33(1), 78-95. https://doi.org/10.1080/10696679.2023.2273560
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. https://doi.org/10.1016/j.jretai.2015.02.005
Vieira, V. A., Almeida, M. I. S. D., & Zanette, M. C. (2023). Grasping marketing and consumer behavior in the digital environment: Brazilian scholars insights. Revista de Administração Contemporânea, 27(4), e230141. https://doi.org/10.1590/1982-7849rac2023230141.en
Vieira, V. A., Almeida, M. I. S., Agnihotri, R., Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47, 1085-1108. https://doi.org/10.1007/s11747-019-00687-1
Barcelos, R. H. & Rossi, C. A. V. (2015). A contribuição da produção científica em Marketing para as Ciências Sociais. Revista de Administração Contemporânea, 19(spe2), 197-220. https://doi.org/10.1590/1982-7849rac20151740
Barros, F., Veiga, R. T., Moura, L. R. C., Urdan, A. T. & Matos, C. A. (2024). Behavioral consequences of value perception in steam community market users. Brazilian Administration Review, 21(Suppl.), e240131. https://doi.org/10.1590/1807-7692bar2024240131
Brei, V., Mazzon, J., Farias, S. & Matos, C. (2020). 1º Censo brasileiro dos pesquisadores acadêmicos de Marketing. Revista Interdisciplinar de Marketing 10(2), 78-94. https://doi.org/10.4025/rimar.v10i2.48142
Brouard, M., Brunk, K. H., Campana, M., Dalmoro, M., Ferreira, M. C., Figueiredo, B., Scaraboto, D., Sibai, O., Smith, A. N., & Belkhir, M. (2023). “Upload your impact”: Can digital enclaves enable participation in racialized markets?. Journal of Public Policy & Marketing, 42(1), 56-73. https://doi.org/10.1177/07439156221130960
Camargo, A. A. B. D., & Meirelles, D. S. E. (2024). Coopetition through multisided platforms business model: A case study of FEBRAFAR value cycle. Brazilian Administration Review, 21(1), e230099. https://doi.org/10.1590/1807-7692bar2024230099
Castilhos, R. B., Dolbec, P. Y., & Veresiu, E. (2017). Introducing a spatial perspective to analyze market dynamics. Marketing Theory, 17(1), 9-29. https://doi.org/10.1177/1470593116657915
Cennamo, C., & Santaló, J. (2019). Generativity tension and value creation in platform ecosystems. Organization Science, 30(3), 617-641. https://doi.org/10.1287/orsc.2018.1270
Farivar, S., & Wang, F. (2022). Effective influencer marketing: A social identity perspective. Journal of Retailing and Consumer Services, 67, 103026. https://doi.org/10.1016/j.jretconser.2022.103026
Floriano, M. D. P., & Silva, A. H. (2023). Compreendendo a conspicuidade na divulgação das experiências nas redes sociais: O efeito do materialismo. Revista de Administração Contemporânea, 27(4), e220323. https://doi.org/10.1590/1982-7849rac2023220323.por
Fracalanzza, F. P. Campos, R. D., & Suarez, M. C. (2024). A construção da influência em contextos estigmatizados: O trabalho doméstico feminino como plataforma de conteúdo digital. Brazilian Administration Review, 21(Suppl.), e240125. https://doi.org/10.1590/1807-7692bar2024240125
Gasparin, I., & Slongo, L. A. (2023). Omnichannel como estratégia de marketing baseada no consumidor. Revista de Administração Contemporânea, 27(4), e220327. https://doi.org/10.1590/1982-7849rac2023220327.en
Gonçalves, A. R., Pinto, D. C., Gonzalez-Jimenez, H., Dalmoro, M., & Mattila, A. S. (2025). Me, myself, and my AI: How artificial intelligence classification failures threaten consumers’ self-expression. Journal of Business Research, 186, 114974. https://doi.org/10.1016/j.jbusres.2024.114974
Gonçalves, A. R., Pinto, D. C., Shuqair, S., Dalmoro, M., & Mattila, A. S. (2024). Artificial intelligence vs. autonomous decision-making in streaming platforms: A mixedmethod approach. International Journal of Information Management, 76, 102748. https://doi.org/10.1016/j.ijinfomgt.2023.102748
Leite, F. P., & Baptista, P. D. P. (2022a). Influencers’ intimate self-disclosure and its impact on consumers’ self-brand connections: Scale development, validation, and application. Journal of Research in Interactive Marketing, 16(3), 420-437. https://doi.org/10.1108/JRIM-05-2020-0111
Leite, F. P., & Baptista, P. D. P. (2022b). The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust. Journal of Marketing Theory and Practice, 30(3), 295-311. https://doi.org/10.1080/10696679.2021.1935275
Lucena, R. B., Filho, & Aguiar, E. C. (2024). Not everything is as the eyes see: the role of physical-sensory elements and self-confidence in the vulnerability of consumers with visual impairment. Revista de Administração da UFSM, 17(spe1), e6. https://doi.org/10.5902/1983465986659
Mazzon, J. A., & Hernandez, J. M. C. (2013). Produção científica brasileira em marketing no período 2000-2009. Revista de Administração de Empresas, 53(1), 67-80. https://doi.org/10.1590/S0034-75902013000100007
Medeiros, J., Vieira, F. G. D., & Nogami, V. K. D. C. (2014). The electronic publishing market construction in Brazil by means of marketing practice. Revista de Administração Mackenzie, 15(1), 152-174. https://doi.org/10.1590/S1678-69712014000100007
Morais, I. C., Nascimento, T. C., & Tayt-son, D. B. C. (2024). Reimagining beauty: Digital consumption practices in a disrupted world. Brazilian Administration Review, 21(Suppl.), e240111. https://doi.org/10.1590/1807-7692bar2024240111
Oliveira, A. C., Isabella, G., & Almeida, M. I. S. (2024). Popularity and transaction prices as drivers of price dispersion on two-sided digital platforms. Brazilian Administration Review, 21(Suppl.), e240127. https://doi.org/10.1590/1807-7692bar2024240127
Ramos, C., Bortoluzzo, A. B., & Claro, D. P. (2024). Multichannel relational communication strategy: Does one-sized strategy fit all customers?. European Journal of Marketing, 58(4), 952-985. https://doi.org/10.1108/EJM-10-2022-0717
Rayskin, V. (2016). Dynamics of two-sided markets. Review of Marketing Science, 14(1), 1-19. https://doi.org/10.1515/roms-2015-0001
Rossi, C. A.V., & Farias, S. A. (2006). Fórum-conhecimento científico em marketing no Brasil: Perspectivas para o desenvolvimento da pesquisa e da teoria. Revista de Administração de Empresas, 46(4), 1-3. https://doi.org/10.1590/S0034-75902006000400002
Scaraboto, D., & Ferreira, M. C. (2022). Origins and Development of Online Communities and Their Role in Marketing Research. In Tuten, T. L., & Hanlon, A (Org.), The SAGE Handbook of Digital Marketing (pp. 83-99). Sage Publications.
Silva, L. R., & Almeida, V. M. C. (2024). eSports’ event sponsorship: Sponsor’s brand authenticity, brand equity and purchase intention. Brazilian Administration Review, 21(Suppl.), e240138. https://doi.org/10.1590/1807-7692bar2024240138
Skog, D. A., Wimelius, H., & Sandberg, J. (2018). Digital disruption. Business & Information Systems Engineering, 60, 431-437. https://doi.org/10.1007/s12599-018-0550-4
Souza-Leão, A. L. M, & Moura, B. M. (2024). Fight for respect! Exploring digital activism among cosplayers through consumer resistance based on Foucauldian theory. BAR-Brazilian Administration Review, 21(Suppl.), e240120. https://doi.org/10.1590/1807-7692bar2024240120
Vargas, V. C., Vieira, V. A., Moura, L. R. C., & Filho, C. G. (2025). The use of offline and online paid media, earned social media, and organic search in explaining supermarket’s performance: A cyclical Echoverse model. Journal of Marketing Theory and Practice, 33(1), 78-95. https://doi.org/10.1080/10696679.2023.2273560
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. https://doi.org/10.1016/j.jretai.2015.02.005
Vieira, V. A., Almeida, M. I. S. D., & Zanette, M. C. (2023). Grasping marketing and consumer behavior in the digital environment: Brazilian scholars insights. Revista de Administração Contemporânea, 27(4), e230141. https://doi.org/10.1590/1982-7849rac2023230141.en
Vieira, V. A., Almeida, M. I. S., Agnihotri, R., Silva, N. S. D. A. C., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47, 1085-1108. https://doi.org/10.1007/s11747-019-00687-1