Superstitious beliefs and marketing appeals: how Brazilian brands use astrological content in their media

Érica Maria Calíope Sobreira; Franciele Cristina Manosso

doi:10.19132/1807-8583.56.138252

Autores

Érica Maria Calíope Sobreira Universidade Federal do Ceará https://orcid.org/0000-0002-7162-4676
Franciele Cristina Manosso Universidade Federal do Paraná https://orcid.org/0000-0003-3120-8384

DOI:

https://doi.org/10.19132/1807-8583.56.138252

Palavras-chave:

marcas, crenças supersticiosas, estratégias de marketing, astrologia

Resumo

Nos últimos anos, as superstições e suas características setornaram uma ferramenta para as marcas atraírem consumidores para a compra de seus produtos. Esta pesquisa tem como objetivo analisar como as marcas utilizam conteúdos astrológicos em suas mídias digitais. Adotando um método qualitativo, foi utilizada análise de conteúdo em sites e páginas do Instagram de quatro marcas brasileiras (Risquè, Farm, Imaginarium, Skol Beats). Cinco categorias nortearam a análise, nas quais foram identificadas subcategorias, apresentadas como resultados: (1) Tipo de linguagem: “de humor” ou “mística”; (2) Abordagem da astrologia: “prognóstica” ou/e “personalidade”; (3) Conhecimento de astrologia: requer ou não conhecimento do consumidor; (4) Integração marca-produto-conteúdo: conteúdo astrológico “associado” ou “não” aos produtos; (5) Parcerias: “presença” ou “não” de parcerias com outras marcas relacionadas ao tema astrologia. Em geral, o tipo de conteúdo utilizado por essas marcas é interacional e menos informativo. Portanto, esta pesquisa responde à pergunta: As crenças supersticiosas são importantes para os apelos de marketing? Sim, são, especialmente no atual contexto de mercado. Esta pesquisa contribui para a literatura sobre superstição, ao explorar a astrologia no contexto do mercado, e para a literatura de marketing, ao estudar como as marcas utilizam a astrologia em suas mídias. Como implicações gerenciais, é importante que as marcas trabalhem a astrologia com conteúdo do tipo interacional, e menos informativo, uma vez que os consumidores interessados neste tema parecem já ter conhecimento prévio sobre o mesmo. Além disso, destacamos uma série de maneiras pelas quais as marcas podem trabalhar com o tema da astrologia.

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Biografia do Autor

Érica Maria Calíope Sobreira, Universidade Federal do Ceará

Mestranda em Administração e Controladoria pela Universidade Federal do Ceará (PPAC/UFC), com foco na linha de pesquisa Organizações, Estratégia e Sustentabilidade. Graduada em Administração pela Universidade Federal do Ceará (2017).

Franciele Cristina Manosso, Universidade Federal do Paraná

Doutora em Administração (UFPR), Linha de Pesquisa Comportamento do Consumidor. Graduada em Turismo pela Universidade Federal do Paraná. Mestre em Geografia pela Universidade Federal do Paraná. Pós-Graduada em Planejamento e Gestão Estratégica de Negócios na Universidade Positivo. Pesquisadora dos temas referentes à experiência turística, a fotografia e a materialização da experiência, os meios de hospedagem, marketing e comportamento do consumidor.

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