iPhone: pedaço de carne suculento

Authors

  • Vania Baldi Universidade de Aveiro
  • Marx Furtado Costa Doutorando em Informação e Comunicação em Plataformas Digitais na Universidade de Aveiro

DOI:

https://doi.org/10.15847/obsOBS942015883

Keywords:

Comunidades Virtuais, Marca Apple, Fetichismo Tecnológico, Comportamento do Consumidor

Abstract

Esta pesquisa objetivou identificar como a interação entre membros de uma comunidade virtual revela e influencia interesses e comportamentos acerca de um objeto tecnológico como o iPhone. Analisou-se, através de uma abordagem netnográfica, o tipo de cultura participativa presente no fórum on-line “Everythingicafe”, espaço dedicado à discussão sobre a marca Apple. Os resultados demostraram que na comunidade analisada os produtos da marca Apple adquirem um desmesurado valor simbólico, desafiam uma busca de status social e que a fidelidade à marca chega a configurar-se como devoção. Ademais, a participação em comunidades da marca, muitas vezes, testemunha o desejo de identificar-se com um determinado grupo, mesmo não possuindo os produtos dos quais se discute.

Author Biography

Vania Baldi, Universidade de Aveiro

Prof Auxiliar no Departamento Comunicação e Arte

Downloads

Published

2015-12-17

How to Cite

Baldi, V., & Costa, M. F. (2015). iPhone: pedaço de carne suculento. Observatorio (OBS*), 9(4). https://doi.org/10.15847/obsOBS942015883

Issue

Vol. 9 No. 4 (2015)

Section

Articles

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