O FENÔMENO DA VIRALIZAÇÃO: O CASO DA MODA FEMININA NO BRASIL

Caline Gonçalves Migliato

Definition of research problem

Development of hypotheses or research questions (empirical studies)

Development of theoretical propositions (theoretical work)

Theoretical foundation

Literature review

Definition of methodological procedures

Data collection

Analysis and interpretation of data

Critical revision of the manuscript

Manuscript writing

Instituto Europeo di Design - IED, São Paulo, SP, Brazil

Vanessa C. Pinsky

Definition of research problem

Development of hypotheses or research questions (empirical studies)

Development of theoretical propositions (theoretical work)

Definition of methodological procedures

Analysis and interpretation of data

Critical revision of the manuscript

Manuscript writing

Faculdade FIA de Administração e Negócios - São Paulo, SP, Brazil

Patricia González-Aldea

Analysis and interpretation of data

Critical revision of the manuscript

Manuscript writing

Universidad Carlos III de Madrid. Madrid, Spain

Conflict of Interest: The authors have stated that there is no conflict of interest.

AUTHORS: 1. Caline Gonçalves Migliato Istituto Europeo di Design - IED São Paulo, SP, Brazil Master’s in business management (FIA), postgraduate degree in Fashion Journalism (UFV, Madrid), graduated in Social Communication - Journalism (PUC-Campinas) and certified Scrum Product Owner (Scrum Alliance). E-mail: cmigliato@gmail.com; 2. Vanessa C. Pinsky Faculdade FIA de Administração e Negócios - São Paulo, SP, Brazil PhD in business management, post-doc researcher at the School of Economics, Management and Accounting at University of Sao Paulo (FEAUSP). E-mail: vanessa.pinsky@usp.br; 3. Patricia González-Aldea Universidad Carlos III de Madrid. Madrid, Spain. Founder and researcher since 2010 of the OCENDI Digital Leisure and Entertainment Observatory. Visiting professor in the Master in Communication and Education on the Web: from the Information Society to the Knowledge Society, at UNED (National Distance Education University). Member of the GICID (Research Group in Communication and Digital Information) that finances the Government of Aragon and the European Social Fund. E-mail: pgaldea@hum.uc3m.es.

Codes	Frequency	Codes	Frequency
Specific features of the product	52	Cost x Benefit	4
Communication	35	Aesthetics	4
Specific contexts	34	Recognition of needs	4
Specific consumer groups	32	Easy to use	3
Trends	25	Practicality	3
Brand connection	18	Quality	3
Comfort	18	Status	3
Consumer behavior	18	Social circle	2
Branding	16	Personal experiences	2
Desire	14	Viral Marketing	2
Influencers	12	Feedback from friends	2
Price	10	Sustainable	2
Social networks	10	Fashion image	1
Emotional benefits	9	Impulse	1
Sensuality	9	Personality	1
Marketing strategy	6	Reward	1
Media	5	Versatility	1
Novelty	5	Celebrity	1
Aspirational	4

Codes	Alterations	Frequency
Specific features of the product	Changed name for product attributes	52
Communication	Has been preserved	35
Specific Contexts	Changed name for cultural context	34
Specific groups of consumers	Name changed to diffusers	32
Trends	Incorporated to product attributes	25
Brand Connection	Has been preserved	18
Comfort	Has been preserved	18
Consumer behavior	Has been preserved	18
Branding	Name changed to brand identity	16
Desire	Has been preserved	14
Influencers	Has been preserved	12
Price	Has been preserved	10
Social networks	Has been preserved	10
Emotional benefits	Name changed to emotional attributes	9
Sensuality	Has been preserved	9
Marketing Strategy	Has been preserved	6
Media	Has been preserved	5
Novelty	Has been preserved	5
Aspirational	Incorporated into desire	4
Cost x Benefit	Name changed for functional attributes	4
Aesthetics	Name changed for design	4
Recognition of needs	Eliminated	4
Easy to use	Incorporated into practicality	3
Practicality	Remained	3
Quality	Name changed to perceived quality	3
Status	Has been preserved	3
Social circle	Has been preserved	2
Personal experiences	Has been preserved	2
Viral marketing	Name changed to Word of Mouth	2
Opinion of friends	Incorporated into social circle	2
Sustainable	Has been preserved	2
Fashion image	Eliminated	1
Impulse	Incorporated into desire	1
Personality	Has been preserved	1
Reward	Has been preserved	1
Versatility	Has been preserved	1
Celebrity	Has been preserved	1

Factors of viralization
Berger (2014Berger, J. (2014). Contágio: por que as coisas pegam. Rio de Janeiro: Leya.)	Gladwell (2009)	Eyal (2014Eyal, N.; Hoover, R. (2014). Hooked: How to Build Habit-Forming Products. Nova Iorque: Portfolio/Penguin.)	Sernovitz (2015Sernovitz, Andy. (2015). Word of mouth marketing: how smart companies get people talking. 4 ed. Austin: PressBox Publishing.)	Lindstrom (2008Lindstrom, M. (2008). A lógica do consumo. Rio de Janeiro: Harper Collins Brasil., 2016______. Small Data. (2016). Rio de Janeiro: Harper Collins Brasil.)
Social Currency	Rule of the Elect	Kitten	Talkers	Amplifiers
Triggers	Fixation Factor	Action	Topics	Purpose
Emotion	Power of Context	Reward	Tools	Mirror Neuron
Public		Investment	To Participate	Ritual
Practical Value			Measure
Stories
Points of convergence
Specific groups of people are responsible for making a message go viral.
The message that goes viral is endowed with specific characteristics such as emotion, stories, usefulness, or providing something for the receiver.
There are specific circumstances that facilitate viralization, such as mental triggers and the context in which they occur.

Brasil