[pt] O Pós-Modernismo tem sido objeto de estudo de inúmeros trabalhos acadêmicos que abordam suas características de fragmentação, heterogeneidade, convívio com ideais conflitantes e descrença na existência de verdades únicas e explicações universais (COVA, 1996a). Para definir suas estratégias, as pesquisas pós-modernas devem consideram a existência de microgrupos sociais, criados livremente pelas pessoas de acordo com suas escolhas afetivas (MAFFESOLI, 2006). Também denominados neotribos, tribos, comunidades ou grupos pós-modernos (COVA, 1996a; MAFFESOLI, 2006), eles conectam pessoas através de fatores como localidade, afinidade, emoção e paixão; possuem rituais, cultuam símbolos, além de consumirem produtos e serviços por seu valor de ligação, ou seja, por gerarem interação social entre seus membros (COVA, 1997). O objetivo principal deste trabalho é verificar se e como as características das tribos pós-modernas se aplicam aos ciclistas de estrada, compreender como ocorrem suas experiências de consumo e identificar de que forma o valor de ligação está presente em suas atividades. O Grupo Walter Tuche, que reúne no Rio de Janeiro cerca de 130 ciclistas de estrada, foi selecionado para esta pesquisa de caráter exploratório. A escolha do tema visa contribuir para a disciplina do marketing tanto do ponto de vista de mercado, quanto academicamente, face à importância de se compreender as tribos de consumo dentro da realidade pós-moderna e à escassez de estudos acerca das comunidades esportivas. Os resultados sugerem que os ciclistas do grupo possuem hábitos típicos de uma tribo pós-moderna e têm no ato de pedalar um meio de ligação social e de atribuir significado às suas vidas. / [en] Postmodernism has been the focus of a growing number of academic studies, which research its characteristics, such as fragmentation, heterogeneity, juxtaposition of opposites and the disbelief in definite truths and universal explanations (COVA, 1996a). To define its strategies, postmodern researches should consider the existence of social microgroups, created freely by individuals, based on their emotional choices (MAFFESOLI, 2006). Also named neotribes, tribes, communities or postmodern groups (COVA, 1996a; MAFFESOLI, 2006), they bring together people through values such as locality, affinity, emotion and passion; have rituals and worship symbols, besides consuming products and services due to their capacity of creating social interactions - linking value (COVA, 1997). The main purpose of this work is to identify if and how the characteristics of the postmodern tribes apply to road cyclists, as to understand how their consumption works and verify the existence of linking values on its structure. The Walter Tuche Group, which gathers around 130 road cyclists in Rio de Janeiro, Brazil, was selected for this exploratory research. The subject’s choice aims at contributing to the marketing discipline academically and to the sport consumption business perspective, not only due to the importance of understanding consumers’ tribes on a postmodern view, but also due to the lack of studies on sport communities. The results suggest that the cycling group members possess habits peculiar to postmodern tribes and that their members consider the act of cycling as a mean to give purposes to their lives.

Background: The communication between brands and customers has shifted fromtraditional media like television to social media. This led to the emergence of social media brand communication. One of the best known and fastest-growing social media platforms is Instagram. Furthermore, social media enabled users to form online communities like consumer tribes, who group around a shared activity or passion. However, these consumer tribes are self-willed and need their own marketing approach. Purpose: The purpose of this thesis is to explore how social media brand communication of surf brands on Instagram is experienced by the surf tribe. For this purpose, it is investigated whether Instagram is a suitable medium and which characteristics define the surf tribe. Then it will be examined how social media brand communication on Instagram has to be designed in order to create successful communication strategies. Method: This research followed an explorative research design. The research approach combined desk research for the literature review and qualitative semi-structured interviews with 15 participants of the surf tribe. Snowball sampling was used to identify participants. The empirical data was analyzed with the approach of thematic analysis. Conclusion: Instagram is a suitable platform to reach out to the surf tribe. The surf tribe shares common characteristics in terms of Instagram usage and consumption behaviour, which are relevant for creating appealing marketing messages. Surf brands should use firm generated content that focuses on the activity of surfing and encourage their followers to create and share user-generated surf content to increase their popularity and reach amongst the tribe.

[pt] Desenvolvido como estudo fenomenológico-hermenêutico, o trabalho que se passa a apresentar busca ampliar a compreensão acerca das experiências interativas sócio- técnicas que têm os participantes dos encontros de serviços com a iluminação ambiental oferecida pelos cenários das empresas. Para tanto, conduziu-se uma revisão bibliográfica focada na visão das lojas de serviços como construções espaciais de uma representação na qual o ambiente físico da empresa constitui o cenário de um espetáculo teatral em que a luz torna-se um elemento primordial. Seguindo uma perspectiva simultaneamente interdisciplinar e transdisciplinar, recorreu-se às disciplinas da Biologia, da Medicina, da Óptica Física, da Física Quântica, da Psicologia Ambiental, da Antropologia, da Semiótica, da Arquitetura e das Artes Cênicas para acessar as principais construções teóricas acerca da luz e para empreender esforços no sentido de responder à desordem de pesquisa. Realizou-se também um estudo de campo em lojas temáticas de serviços, nas quais foram realizadas observações e entrevistas de base qualitativa junto àqueles que experimentaram o fenômeno que se estava examinando. Em acordo com os preceitos da análise de conteúdo e da análise interparticipante, os depoimentos foram interpretados, classificados e utilizados para gerar proposições, as quais foram submetidas a um grupo de cinco informantes-chave e, posteriormente, oferecidas como possibilidades de se chegar a uma melhor compreensão das experiências dos participantes dos encontros de serviços com a luz. / [en] Taking up a phenomenological-hermeneutical approach, this dissertation seeks both to widen as well as to improve the ways through which people participating in service encounters interact with environmental lighting. In this sense, the literature review focussed servicescapes as spatial representations whereby the physical environment of a service firm supports a drama where light is a crucial element. According to a standpoint which is both inter- and transdisciplinary, contributions from several disciplines - e. g. Biology, Medecine, Optical Physics, Quantic Physics, Environmental Psychology, Anthropology, Semiotics, Architecture and Scenic Arts - have been brought about to give access to the most relevant theories about light as well as to start filling up some extant research gaps. The field study was developed in thematic service stores. Both direct observation and qualitative interviews allowed to collect information from participants who had experienced one or more interactions as conceived in this study. Following basic principles from Content Analysis and Interparticipant Observation, the interviews were interpreted, classified and then used to generate several research propositions. The propositions were then analysed by 5 referees in order to be finally presented as propositive guidelines to a better understanding of lighting experiences during service encounters.

The notion of community remains an important concern, for individuals, in urban planning practice, and more recently in consumer research. This thesis research explores community at the junction of these areas, through a grounded study of the consumption practices of a place based consumer tribe that exists within an inner city suburb undergoing urban renewal. The process of urban renewal is positioned as a means to revitalise under-utilised inner city areas, and broaden opportunities for city residents and visitors to experience an inner city lifestyle. It can also be seen as a standardising project that commodifies diversity and devalues existing communities and is associated with gentrification. Both perspectives can obscure the possibility that consumption practices can be used to build community like connections. This thesis applies a framework of literature from marketing and consumer research to an urban renewal context, to explore this area of ambiguity. The result of this exploration is a grounded theory of assuming a 'local' identity through consumption experiences in servicescapes. This thesis argues that consumers seek out individual servicescapes for the value experiences that they offer, which can be identity defining. In particular the interaction generated through these experiences can work to build tribal connections to, and within, that servicescape. These consumption experiences can also be used to make assumptions regarding the identity of others; both of the businesses themselves, and the individuals encountered within them. The tribal connections these experiences may generate can have individual benefits in that they can build into existing social networks, but through repetition and shared experiences, may also link an individual to a broader place based community. This thesis also proposes that servicescapes can work to encourage this process, by encouraging identity defining consumption experiences. Like individuals, businesses can come to be assumed to be tribe members and this 'localness' can become a symbolic operant resource that is valued by the tribe. As key sites in which members of the 'local' tribe reinforce their commitment to the tribe, locally owned businesses may benefit by being more likely to be chosen over their 'non-local' competitors. However, as an element of their tribal membership these businesses have a moral responsibility to reinforce the collective ethic of the tribe and assist in integrating new tribe members. In this way they can become ambassadors for the identity of the community, communicating the shared values of the tribe to members and non-members alike. Such a place based tribe is primarily based on public interaction, thus the servicescapes and public spaces that link them can come to work as a theatre in which the tribe is manifested and its rituals performed. As the experience of a sense of shared value is repeated across a range of geographically united servicescapes, this shared experience can be displaced from any one servicescape and generalised into a localness experience that is grounded within the geographic community. It is here that the physical and ideological aspects of the community combine, and the experienced value of a shared identity that originated in a servicescape based consumption experience can come to symbolise the values of the greater community itself. These research findings have implications for inner city urban renewal developments, suggesting that the increased availability of consumption activities that are associated with urban renewal may also be considered as an increased opportunity to build place based consumer tribes. This thesis proposes ways of encouraging this process.

Made available in DSpace on 2015-04-16T14:49:05Z (GMT). No. of bitstreams: 1 Arquivototal.pdf: 1791319 bytes, checksum: 52bc8424263fb639549a11a96839fbd1 (MD5) Previous issue date: 2013-04-17 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The initiative to create a virtual community has given to Brands the possibility of approaching the consumer and understands how the interactions occur between them, to the point of creating a grupal identity and a commitment in the light of experiences. However, the creation does not guarantee that consumers will be willing to have these same experiences with the brand and its products, but will make noticeable a standardization of behavior that leads to consume, based on cultural dimensions that involve local, rituals, artifacts, affection and shared awareness, giving rise to a tribe of consumption. Thus, to analyze the process that takes a virtual community of consumption to behave as a tribe, this study appropriated qualitative procedures to capture individuals' speech patterns, obtained by the use of netnography, reflecting the sense of e-tribe. These individuals were selected from the intensity of their interactions in the virtual community chosen, defined as Insiders and Devotees, where, in Social Representations Theory, the process of Anchoring generated their collective opinion, giving rise Discourses of Collective Subject to that evidenced in peladeiro.com.br community, a tribe behavior depending on the peladas (informal soccer games) and not exactly the brand sponsor of the virtual community. The data were analyzed by analysis of collective opinion with the help of software Qualiquantisoft, which allowed the generation of anchors forming DCS s (Discourses of Collective Subject) who responded to the research objectives. The results generates to the academic and managerial environments another approach in studies of virtual brand communities and the opportunity to understand the relationship of tribe that involves consumption and consumers so that these perspectives bring knowledge in marketing that provide balance in the exchange system . The study brings in its findings the elements found in the social relations of a virtual community that make this community a tribe. The limitations of the study that are offered at the end of work, can be seen as opportunities to expand knowledge both in the field of Marketing Theory as involved. / A iniciativa de criar uma comunidade virtual tem dado às marcas a possibilidade de se aproximar do consumidor e entender como se dão as interações entre eles ao ponto de criarem uma identidade de grupo e um compromisso em função das experiências vivenciadas. No entanto, a criação não assegura que esse consumidor estará disposto a ter estas mesmas experiências com a marca e seus produtos, mas fará perceptível a padronização de um comportamento que o leva a consumir, baseado em dimensões culturais que envolvem locais, rituais, artefatos, afetividade e consciência compartilhada, dando origem a uma tribo de consumo. Deste modo, para analisar o processo que leva uma comunidade virtual de consumo a se comportar como uma tribo, este estudo apropriou-se de procedimentos de natureza qualitativa para captar dos indivíduos padrões de discurso, captados pelo uso da Netnografia, que refletem o sentido de e-tribe. Tais indivíduos foram selecionados a partir da intensidade de suas interações na comunidade virtual escolhida, definidos como Imersos (Insiders) e os Devotos (Devotees), em que, na Teoria das Representações Sociais, o processo de Ancoragem gerou a sua opinião coletiva, dando origem aos Discursos do Sujeito Coletivo que evidenciaram, na comunidade peladeiro.com.br, um comportamento de tribo em função das peladas e não propriamente da marca patrocinadora da comunidade virtual. Os dados foram estudados através da análise da opinião coletiva com o auxílio do software QualiquantiSoft, que permitiu a geração as ancoragens formadoras dos discursos do sujeito coletivo que responderam aos objetivos da pesquisa. Os resultados geram ao meio acadêmico e gerencial mais uma abordagem nos estudos das comunidades virtuais de marca e a oportunidade de entender a relação de tribo que envolve o consumo e os consumidores de forma que estas perspectivas busquem no Marketing conhecimentos que propiciem o equilíbrio no sistema de trocas. O estudo traz em seus achados os elementos encontrados nas relações sociais de uma comunidade virtual que transformam essa comunidade em uma tribo. As limitações do estudo, que são propostas ao fim do trabalho, podem ser encaradas como oportunidades de ampliação do conhecimento tanto no campo do Marketing quanto da Teoria envolvida.

新商品上市後造成流行的機率低於25%（Cooper & Kleinschmidt, 1990；Cooper, 2011），但Rogers（唐錦超，民95）的創新擴散模型實驗卻提出若早期採用者接受新商品並分享他們的創意使用價值，則能影響早期消費大眾較快且容易接受新商品且在市場上誘發流行。因此本研究的動機是希望透過資訊技術，首先確認早期採用者存在於網路族群之中，再萃取被網際網路大量資料包圍的網路早期採用者與其在新商品的創意使用價值資料，希望能夠藉此影響早期消費大眾的接受意願，並跨越他們之間的鴻溝(Moore, 1991)。 本研究目的是探討即使網路早期採用者與早期消費大眾兩者之間無實體的社會關係網絡時，網路早期採用者所創造的新商品創意使用價值，還是能夠影響早期大眾消費者購買的意願，以形成一種新型創新擴散模式。實作上是將網路早期採用者的創意使用價值，設計成廣告宣傳單直接刺激早期消費大眾，觀察新商品是否被他們接受。經過購買意願問卷回收、整理和分析消費者族群與接受程度，證實網路早期採用者的創意使用價值確實能引起早期消費大眾往高購買意願的族群移動。 再者，企業為了能夠在市場生存競爭獲勝，必須比其他同業更早挖掘出稀少且有價值的資訊幫助新商品跨越鴻溝，協助企業獲得更多的利益。雖然本研究提出的新型創新擴散模式，能提高早期消費大眾接受新商品的意願，但是在人機互動的資料分析過程中，耗費過多人力。因此本研究再根據文字探勘的IDF概念提出ICF演算法，藉以縮小決策範圍並且得到效率前緣的機會點，依然能在眾多的資料中也萃取出網路早期採用者的微弱創意使用價值，同時降低人工作業、專家主觀解讀和決策制定的複雜度的問題，得到高品質的效率方案。 / The chance for a new product to be prevalent is lower than 25% (Cooper & Kleinschmidt, 1990; Cooper, 2011). However, in Rogers’ innovative diffusion model (Rogers, 2003), he proposed that if early adopters accepted new products and shared their innovative use value with others, the early majority may accept the new products quickly and readily. First of all, this study intends to use information technology to make sure that the early adopters exist on the Internet world. Then the author tries to extract innovative use information employed by the early adopters who are surrounded by huge amount of information. Hopefully, the early majority can be affected by such measures. That is, in the process of consuming merchandise, consumers tend to build mutual affections, value, and psychological sensation. This may enable the new products to cross over the chasm between the early adopters and early majority (Moore, 1991; 1995). The purpose of this study is to explore the innovative use value created by early adopters existing on the Internet world. It is to affect the purchasing intention of the early majority when there is no social relationship network between early adopters and early majority so as to build a new innovative diffusion model. In order to achieve this, the innovative use value created in the Internet by the early adopters was designed as commercial fliers to directly stimulate the early majority. It is used to observe whether new products are accepted by the early majority. The experimental results proved that this measurement surely can move the early majority toward groups with high intention. Moreover, talking about the continuing existence of a business, one needs to find out the rare and valuable information in the early stage in order to make the new products to cross over the chasm. The new innovative diffusion proposed by this study is able to extract the innovative use value created by the early adopters in Internet. And, for the purpose of reducing manpower and contracting the weak innovative information created by the early adopters, this study was conducted by using ICF algorithm which is derived from IDF concept existing in the text mining. It is to narrow the range of policy making, gain the chance point from the effect frontier, improve the quality and efficiency when making a decision, and reduce subjective judgement made by experts, which may help decision makers to make an effective policy based on their advantage and preference, and in the end, to reduce the complexity of making a policy.