Special Issue: Marketing and Consumer Behavior in the Digital Environment

Editorial

Navigating the Digital Frontier of Marketing: The Intersection of Identity, Consumption, and Market Dynamics in Online Communities

Valter Afonso Vieira, Marlon Dalmoro, Edvan Cruz Aguiar, Marcia Christina Ferreira

e250026

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DOI : https://doi.org/10.1590/1807-7692bar2024250026

Research Articles

Behavioral Consequences of Value Perception in Steam Community Market Users

Francis Barros, Ricardo Teixeira Veiga, Luiz Rodrigo Cunha Moura, André Torres Urdan, Celso Augusto de Matos

e240131

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DOI : https://doi.org/10.1590/1807-7692bar2024240131

eSports’ Event Sponsorship: Sponsor’s Brand Authenticity, Brand Equity and Purchase Intention

Lucas Ribeiro da Silva, Victor Manoel Cunha de Almeida

e240138

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DOI : https://doi.org/10.1590/1807-7692bar2024240138

Popularity and Transaction Prices as Drivers of Price Dispersion on Two-Sided Digital Platforms

Ananias Costa Oliveira, Giuliana Isabella, Marcos Inácio Severo de Almeida

e240127

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DOI : https://doi.org/10.1590/1807-7692bar2024240127

Reimagining Beauty: Digital Consumption Practices in a Disrupted World

Isabela Carvalho de Morais, Thaysa Costa do Nascimento, Débora Bogea da Costa Tayt-son

e240111

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DOI : https://doi.org/10.1590/1807-7692bar2024240111

The Experiences of Self-Extension, Archetypes, and Motivations in MMORPG Online Games: An Analysis of Brazilian World of Warcraft Context

João Paulo Nascimento Silva, Frederico Azevedo Alvim Assis, Gabriel Pedrosa, André Grützmann, Daniel Carvalho de Rezende

e240110

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DOI : https://doi.org/10.1590/1807-7692bar2024240110

Fight for Respect! Exploring Digital Activism among Cosplayers through Consumer Resistance Based on Foucauldian Theory

Bruno Melo Moura, André Luiz Maranhão de Souza-Leão

e240120

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DOI : https://doi.org/10.1590/1807-7692bar2024240120

Influence Building in Stigmatized Contexts: Women’s Domestic Work as a Platform for Digital Content

Flávia Pimenta Fracalanzza, Roberta Dias Campos, Maribel Carvalho Suarez

e240125

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DOI : https://doi.org/10.1590/1807-7692bar2024240125

Understanding Anti-consumption through a Virtual Community of No-poo and Low-poo Adherents

Brena Carolina de Oliveira Silva, Rita de Cássia de Faria Pereira

e240136

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DOI : https://doi.org/10.1590/1807-7692bar2024240136

Interview

Perspectives on an impactful academic Career: An Interview with Alex ‘Sandy’ Pentland, a Leader Researcher at Massachusetts Institute of Technology

Alex Pentland, Vinicius Brei, Alina Flores

e240277

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DOI : https://doi.org/10.1590/1807-7692bar2024240227