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...

Objective: besides free access to online games that adopt the free-to-play business model, players may purchase items to customize the game’s appearance in a consumer-to-consumer (C2C) marketplace. However, the aesthetic value of the virtual items has yet to receive attention in the literature. For this type of game, this study examines a conceptual model of user participation in purchasing virtual goods, testing the relationships between perceived value dimensions...

Objective: the goal of the study is to expand the current knowledge of sponsorship within the scenario of eSports whose novelty inherits many challenges that are important to improve future management decisions in broader sports contexts. The study investigates the influence of authenticity on sponsors’ overall brand equity and on fans’ purchase intention, having the Brazilian League of Legends Championship as this research’s scenery. The theories supporting this study are...

Objective: the increase in e-commerce transactions has resulted in the understanding of the dynamics of pricing in digital marketing in B2B and B2C environments. This is crucial for capturing buyer preferences and influencing store profitability. Our empirical study reviews how factors such as product popularity, transaction volume, price adjustments, and shipping time influence price dispersion on two-sided e-commerce platforms. Methods: panel data...

Objective: the COVID-19 pandemic profoundly disrupted societal norms, reshaping daily routines and consumption practices by blurring the boundaries between personal and public spaces. This study examines how beauty consumption adapted to these disruptions, focusing on the role of digital platforms in fostering self-expression, self-care, and social interaction. Methods: using practice theory as a framework, we employed netnography, in-depth interviews, and...

Objective: the relationship between player and character is important to understand the concept of the extended self in virtual markets. This study aims to further understand this relationship between player and online game. MMORPGs have several resources that affect the psychological experience of players, who feel connected to their characters. The online world seems to free us from our physical bodies and provide new ways to express ourselves. Thus, the archetypal...

Objective: drawing from digital consumer activism and the Foucauldian concept of resistance, the aim of this research is to analyze how cosplayers’ digital activism governs their online interactions. Method: the ethnographic Foucauldian genealogy was carried out over a four-and-a-half-year data collection period. Results: our analysis revealed the Fight for Respect dispositif, when cosplayers’ digital activism represents the exercise of...

Objective: this research investigates how influencers embrace culturally stigmatized practices to build their opinion leadership on social networks. Methods: the work adopts the netnographic method for a longitudinal case study of the influencer Ju Feitoza, who has become a reference in the housewife movement known as ‘Neighbors of Insta’ on Instagram. Results: the research demonstrates the development of a platform for building leadership...

Objective: this study aimed to understand how the processes of anti-consumption are configured in a community that brings together adherents of no-poo and lowpoo techniques. Method: characterized as a qualitative approach, netnographic data were collected, followed by semi-structured interviews with the subjects. Results: anticonsumption occurs from the beginning of adherence to these techniques, and it is 
practiced against some types...

This interview with Alex ‘Sandy’ Pentland, one of the most distinguished researchers in computational social science, Senior Research Fellow at Stanford Institute for Human- Centered Artificial Intelligence, and Toshiba Professor of Media Arts & Science at the Massachusetts Institute of Technology (MIT), offers insights into his academic journey, research career, and impactful publications. The conversation reflects on essential milestones that shaped Alex Pentland’s career, exploring...