Pós-modernidade e Consumo: Desafios ao Neo-Marketing
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:
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European Journal of Applied Business and Management
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DOI: https://doi.org/10.58869/EJABM
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