Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights

Compreendendo o Marketing e o Comportamento do Consumidor no Ambiente Digital: Insights de Pesquisadores Brasileiros

ABSTRACT

The papers on this Special Issue of the Journal of Contemporary Administration promote an important discussion in the Brazilian digital marketing field. In this editorial, we explain how the authors build bridges between digital marketing, marketplace, consumers, and firms’ applications by means of empirical investigations. As new technologies force marketing to constantly change to adjust to social platforms in the digital environment, insights about Brazilian digital marketing are missing. Considering the digital economy, consumer behavior, and technological culture, the five papers raise interesting questions about how viral advertising and image/video/audio platforms affect consumer response measures (e.g., online purchases) and create social media experiences. Such experiences include omnichannel environments that connect and create ecosystems across firms, consumers, governments, stakeholders, and marketing professionals in organized networks.

Keywords:
consumer behavior; digital marketing; framework; marketing strategy; technology