https://repositorio.ufu.br/handle/123456789/19683 2026-07-19T15:37:26Z 2026-07-19T15:37:26Z https://repositorio.ufu.br/handle/123456789/48850 2026-07-15T06:26:23Z 2026-03-16T00:00:00Z

Title: A influência do conteúdo digital personalizado na decisão de compra: um estudo com consumidores de gelato na Puro Gelato em Araraquara – SP Abstract: Digital social networks play an important role in the communication between brands and consumers, especially in the context of digital marketing applied to local businesses. However, there are still limited studies that empirically analyze how content personalization on Instagram may influence purchase decisions in small businesses in the food sector. In this context, the objective of this study is to analyze whether personalized digital content published on the Instagram profile of Puro Gelato Araraquara may influence consumers’ purchase decisions, focusing on the perception of personalization, engagement, and purchase intention. To achieve this objective, a descriptive research with a quantitative approach was conducted through the application of a structured questionnaire using a five-point Likert scale to followers and consumers of the brand. The data were analyzed based on descriptive statistics, allowing the identification of perceptions and behaviors related to Instagram use and the impact of personalized content. The results indicate that Instagram is perceived by respondents as a relevant platform for discovering brands and following updates, and that content personalization may influence purchase decisions. Elements such as local references, weather conditions, seasonality, and the highlighting of preferred flavors showed indications of contributing to an increased intention to visit the store and stimulate purchases. It is concluded that personalized digital content may represent a relevant strategy for local businesses in the food sector, potentially contributing to strengthening relationships with the audience, increasing engagement, and converting online interactions into consumer behavior.

2026-03-16T00:00:00Z https://repositorio.ufu.br/handle/123456789/48848 2026-07-15T06:26:03Z 2026-07-07T00:00:00Z

Title: O marketing de influência da Shein: um recorte na coprodução de valor gerado pelos usuários das plataformas digitais Abstract: In recent years, the expansion of digital platforms and social media has profoundly transformed companies’ marketing strategies, especially in the fashion sector, where trends, consumption, and communication develop rapidly and in a highly connected manner. In this context, brands have begun to use not only traditional advertising campaigns but also digital interactions, usergenerated content, and partnerships with influencers to expand their visibility and strengthen relationships with consumers. Based on this scenario, this study aims to understand how content generated by consumers and influencers on Shein’s main digital platforms contributes to strengthening the company’s marketing strategies. To achieve this objective, a qualitative and descriptive approach was adopted, using netnography as the methodological procedure, with non-participant observation of interactions on the brand’s official website and on Shein’s official Instagram profile. Data collection took place between February 9th and 20th, 2026, including the analysis of comments in the “Trends” section of the website and posts featuring influencers on the social network. The results indicate that the company encourages user participation through reviews, comments, and images, often rewarded with points that can be converted into discounts, thus stimulating the production of user-generated content (UGC). In addition, influencer marketing expands the brand’s reach and engagement. It is concluded that Shein operates in alignment with the logic of platformization, integrating data, interactions, and user-generated content into its strategies, strengthening its market presence and highlighting the consumer as a co-producer of value.

2026-07-07T00:00:00Z https://repositorio.ufu.br/handle/123456789/48480 2026-03-05T06:20:03Z 2026-02-23T00:00:00Z

Title: Marketing de experiência e a sua influência no Brand Love entre universitários: o caso da Red Bull

2026-02-23T00:00:00Z https://repositorio.ufu.br/handle/123456789/48415 2026-02-27T06:21:18Z 2026-02-25T00:00:00Z

Title: O processo de decisão de compra de seguros de automóveis: um estudo do comportamento dos consumidores em Uberlândia (MG) Abstract: Auto insurance plays a significant role in protecting individuals' financial security and stabilizing the market; however, its purchase is not yet widespread in Brazil. In this context, this study aims to analyze the factors influencing the auto insurance purchase decision process in the city of Uberlândia (MG), focusing on the dimensions of price, trust, and customer service. To this end, a descriptive quantitative study was conducted using a structured questionnaire administered to consumers who currently have or have previously had auto insurance. The data were analyzed using descriptive statistics, allowing the identification of perceptions and behaviors throughout the stages of the decision-making process. The results indicate that the purchase decision is influenced by a combination of rational and emotional factors, highlighting risk perception, price sensitivity, and the importance of trust and customer service. It was observed that, although price is a relevant criterion, aspects such as transparency, quality of service, and the insurer's credibility have a strong impact on consumer satisfaction and loyalty. In conclusion, understanding the behavior of auto insurance consumers is fundamental for the development of more effective strategies by brokers and insurance companies, contributing to the expansion of access to insurance and a better adaptation of services to the needs of society.

2026-02-25T00:00:00Z