Pós-modernidade e Consumo: Desafios ao Neo-Marketing

Ana Isabel Torres

Abstract


Objetivo: Este artigo tem como objetivo analisar as tendências da cultura do consumo pós-moderno e discutir as suas implicações no desenvolvimento do novo marketing, visando apresentar orientações estratégicas ao marketing. O artigo objetiva ainda propor uma agenda de pesquisa referente ao tema.

Metodologia/abordagem: Por meio da revisão da produção científica teórica e empírica, examina-se os antecedentes e consequências do comportamento do consumidor pós-moderno e as implicações e oportunidades que tais comportamentos constituem para o desenvolvimento do marketing moderno.

Resultados: Identificou-se, portanto que as tendências do consumo pós-moderno encontram-se representadas nas seguintes dimensões: “libertação do consumo racional”; “valor simbólico e estético”; “hiper-realidade”; “justaposições paradoxais” e, “fragmentação e pluralismo”. O fenómeno do consumo pós-moderno revela-se influente no seio da disciplina do marketing e, tem potencial para forçar a reflexão sobre as tendências e movimentos sociais que, obrigarão as empresas a desenvolver novas conceptualizações e abordagens no contexto do novo marketing.

 Implicações práticas: O meio online proporciona uma excelente via para a concretização dos comportamentos de consumo pós-moderno e, constitui um extraordinário desafio ao desenvolvimento do marketing digital.

Originalidade e valor: Apesar das contribuições dos académicos na compreensão do significado e domínio do discurso da cultura pós-moderna, pouca atenção tem sido dada às suas implicações no desenvolvimento de estratégias de marketing da era moderna. Este artigo constitui um contributo raro ao expandir a discussão sobre as características do consumo pós-moderno e as suas implicações no desenvolvimento do marketing da era digital.

 

Palavras chave: Comportamento do Consumidor, Comunidades online, e-Marketing, Neo-marketing, Pós-modernismo.

 

 

[ENG]

Title: "Postmodernity and Consumption: Challenges to Neo-Marketing"

Abstract

Purpose: This article aims to analyze the trends of postmodern consumer culture and discuss their implications on the development of new marketing, aiming to present strategic orientations to marketing. The article also aims to propose a research agenda related to the theme.

Methodology/approach: Through a review of theoretical and empirical scientific production, we examine the antecedents and consequences of postmodern consumer behavior and the implications and opportunities that such behaviors constitute for the development of modern marketing.

Results: It was identified, therefore, that postmodern consumption trends are represented in the following dimensions: “liberation of rational consumption”; “Symbolic and aesthetic value”; “Hyper reality”; “Paradoxical juxtapositions” and “fragmentation and pluralism”. The phenomenon of postmodern consumption proves to be influential within the marketing discipline and has the potential to force reflection on social trends and movements that will compel companies to develop new conceptualizations and approaches in the context of new marketing.

Implications: The online medium provides an excellent avenue for the realization of postmodern consumer behaviors and is an extraordinary challenge to the development of digital marketing.

Originality/value: Despite the contributions of scholars in understanding the meaning and mastery of discourse in postmodern culture, little attention has been paid to its implications for the development of modern age marketing strategies. This article makes a rare contribution by expanding the discussion on the characteristics of postmodern consumption and its implications for the development of digital age marketing.

 

Keywords: Consumer Behavior, Online Communities, e-Marketing, Neo-marketing, Postmodernism.

 



Full Text:

PDF

References


Badot, O. and Cova, B. (2003). “Néo-Marketing, 10 Ans Aprés: Pour une Théorie Critique de la Consommation et du Marketing Réenchantés”. Revue Française du Marketing, Novembre, nº195, 5/5.

Bourdieu, P. (1987). Distinction: A Social Critique of the Judgement of Taste. Cambridge. MA, Harvard University Press.

Brown, S. (1993). “Postmodern Marketing?”. European Journal of Marketing, Vol.27,Nº4, 19-34.

Brown, S. (1997). “Marketing Science in a Postmodern World: Introduction to Special Issue”. European Journal of Marketing, Vol.31, Nº3/4, 167-182.

Brynjolfsson, E., and Kahin, B. (2000). “Introduction to the Digital Economy”, In E. Brynjolfsson and B. Kahin (Eds.), Understanding the Digital Economy: Data, Tools, and Research (pp. 1-10). Cambridge, Mass.: MIT Press USA.

Buss, A. (2009). Online Communities Handbook : Building your Business and Brand on the Web. Berkeley New Riders.

Chan, K. W., and Li, S. Y. (2010). “Understanding Consumer-to-Consumer Interactions in Virtual Communities: The Salience of Reciprocity”. Journal of Business Research, Vol. 63, Nº 9/10, 1033-1040.

Cova, B. (1996). “What Postmodernism Means to Marketing Managers”. European Management Journal, Vol. 14, Nº 5, 494-499.

Cova, B. (1997). “Community and Consumption, Towards a Definition of the “Linking Value” of Products or Services”. European Journal of Marketing, Vol.31, Nº3/4, 297-316.

Cova, B. and Cova, V. (2002). “Tribal Marketing, The Tribalisation of Society and Its Impact on the Conduct of Marketing”. European Journal of Marketing, Vol.36, Nº5/6, 595-620.

Elliott, R. (1997). “Existential Consumption and Irrational Desire”. European Journal of Marketing, Vol.31, Nº3/4, 285-96.

Elliott, R. (1999). “Symbolic Meaning and Postmodern Consumer Culture”, in Rethinking Marketing: Towards Critical Marketing Accountings. Sage, London, pp.111-25.

Firat A. F. and Shultz, C.J. II (1997). “From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era”. European Journal of Marketing, Vol.31, Nº3/4, 183-207.

Firat A. F. and Venkatesh, A. (1993). “Postmodernity: the Age of Marketing”. International Journal of Research in Marketing, Vol. 10, 227-49.

Firat A. F. and Venkatesh, A. (1995). “Liberatory Postmodernism and the

Reenchantement of Consumption”. Journal of Consumption Research, Nº 22, December, 120-128.

Gould, S. J. and Lerman D. B. (1998). “Postmodern” versus “Long-standing” Cultural Narratives in Consumer Behaviour: An Empirical Study of NetGirl Online”. European Journal of Marketing, Vol. 32, Nº 7/8, 644-654.

Gupta, P., and Harris, J. (2010). “How e-WOM Recommendations Influence Product Consideration and Quality of Choice: A Motivation to Process Information Perspective”. Journal of Business Research, Vol. 63, Nº 9/10, 1041-1049.

Ho, J. Y. C., and Dempsey, M. (2010). “Viral Marketing: Motivations to Forward Online Content”. Journal of Business Research, Vol. 63, Nº 9/10, 1000-1006.

Holbrook M.B. and Hirschman E.C. (1982). “The Experiential Aspects of

Consumption: Consumer Fantasies, Feelings and Fun”. Journal of Consumption Research, Vol. 9, Nº 2,132-140.

Kaplan, A. M., and Haenlein, M. (2010). “Users of the World, Unite! The Challenges and Opportunities of Social Media”. Business Horizons, Vol. 53, Nº1, 59-68.

Kozinets, R. V., Hemetsberger, A., and Schau, H. (2008). “The Wisdom of Consumer Crowds: Collective Innovation in the Age of Networked Marketing”. Journal of Macromarketing, Vol. 28, Nº 4, 339-354.

Maffesoli, M. (2000). L’Instant Eternel. Le Retour du Tragique dans les Sociétés Postmodernes. Paris: Denoël.

Montoya-Weiss, M. M. et al. (1998). “On-line Focus Group: Conceptual Issues and a Research Tool”. European Journal of Marketing, Vol. 32, Nº 7/8, 713-723.

Rezabakhsh, B., Bornemann, D., Hansen, U., and Schrader, U. (2006). “Consumer Power: A Comparison of the Old Economy and the Internet Economy”. Journal of Consumer Policy, Vol. 29, Nº 1, 3-36.

Seraj, M. (2012). “We Create, We Connect, We Respect, Therefore We Are: Intellectual, Social, and Cultural Value in Online Communities”. Journal of Interactive Marketing, Vol. 26, Nº4, 209-222.

Strauss, J. (2006). E-marketing, (4th edition ed.). New Jersey: Prentice-Hall.

Thompson C. J. (1997). “Buy Brown’s Book! A Fully Impartial Commentary on Postmodern Marketing”. European Journal of Marketing, Vol.31, Nº3/4, 254-263.

Thompson C. J. e Holt, D.B. (1996). “Communities and Consumption: Research on Consumer Strategies for Constructing Communal Relationships in a Postmodern World”. Advances in Consumer Research, Vol.23, 204-5.

Torres, A., and Martins, F. V. (2014a). “A Networked E-Consumer Profile: The Value of E-Experience and Social Media Peer Communication”, in proceedings of the International Multi Conference on Computer Science and Information Systems - E-Commerce, Lisbon, 2014, pp. 152-159.

Torres, A., and Martins, F. V. (2014b). “Online Social Networks: Virtual

Recommendation Diffusion and Co-consumption Influence”, In M. M.

Cruz-Cunha, F. Moreira & J. Varajão (Eds.), Handbook of Research on Enterprise 2.0: Technological, Social, and Organizational Dimensions (Vol. II, pp. 466-485). Hershey, PA: IGI Global, USA.

Trigg, Andrew B. (2001). “Veblen, Bourdieu, and Conspicuous Consumption”. Journal of Economic Issues, Vol. 35, No. 1 (March), 99-115.

Van den Bulte, C., and Joshi, Y. V. (2007). “New Product Diffusion with Influentials and Imitators”. Marketing Science, Vol. 26, Nº 3, 400-421.

Van den Bulte, C., and Wuyts, S. (2007). Social Networks and Marketing. Cambridge, Mass: Marketing Science Institute.

Van Raaij, W.F. (1993). “Postmodern Consumption”. Journal of Economic Psychology, Vol. 14, 541-63.

Venkatesh, A. (1998). “Cybermarketscapes and Consumer Freedoms and Identities”. European Journal of Marketing, Vol. 32, Nº 7/8, 664-676.

Wang, X., Yu, C., and Wei, Y. (2012). “Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework”. Journal of Interactive Marketing, Vol. 26, Nº 4, 198-208.




Copyright (c) 2016 European Journal of Applied Business and Management

ISSN: 2183-5594 

Indexing: GOOGLE SCHOLAR - LATINDEX - DRJI - ICI JOURNALS MASTER - REDIB