https://repositorio.ufu.br/handle/123456789/21761 Mon, 21 Sep 2026 16:32:55 GMT 2026-09-21T16:32:55Z https://repositorio.ufu.br/handle/123456789/50244 Title: Marketing de conteúdo e comportamento do consumidor: uma revisão integrativa sobre sua influência na intenção de compra Abstract: Content marketing has assumed a strategic role in the digital environment, becoming a relevant tool for building relationships between brands and consumers. In this context, this study aimed to analyze the influence of content marketing strategies on consumers' perceived value and purchase intention within the digital landscape. To achieve this objective, an integrative literature review was conducted, drawing on national and international scientific articles in the fields of Management and Marketing. Analysis of the studies revealed that content marketing indirectly influences consumer behavior by generating perceived value, building trust, strengthening digital authority, and fostering engagement. The results demonstrate that content which is relevant, informative, and aligned with audience needs helps reduce uncertainty, bolster brand credibility, and increase the propensity to purchase. It was also found that factors such as authenticity, the humanization of communication, digital influence, and social media interaction play a significant role in shaping consumer attitudes. The study concludes that content marketing is a strategic asset capable of strengthening the relationship between companies and consumers, thereby contributing to value creation, trust consolidation, and the stimulation of purchase intention in the digital environment. Tue, 04 Aug 2026 00:00:00 GMT https://repositorio.ufu.br/handle/123456789/50244 2026-08-04T00:00:00Z https://repositorio.ufu.br/handle/123456789/50193 Title: O papel do marketing sensorial na decisão de compra do consumidor (need for touch) Abstract: Sensory marketing has gained prominence as a technique capable of influencing consumer behavior by stimulating the senses. In this context, the sense of touch emerges as a crucial factor for product categories requiring physical evaluation prior to purchase. This study aimed to examine how the "Need for Touch" affects risk perception, decision-making confidence, and purchase intention among customers of an optical store, considering products with both utilitarian and hedonic characteristics. The research employed a descriptive, quantitative approach using a structured survey questionnaire administered to customers of an optical store in Sete Lagoas, Minas Gerais. The sample consisted of 46 participants, and data were analyzed using descriptive statistics, reliability analysis, Pearson correlation, and multiple linear regression. The results indicated that the instrumental dimension of the need for touch had a greater impact on risk perception, decision-making confidence, and purchase intention for both utilitarian and hedonic products. Furthermore, the study found that, in the context of purchasing eyewear, touch is valued primarily as a means to reduce uncertainty and boost confidence in the choice; conversely, the autotelic dimension showed a relatively greater effect only on the intention to purchase hedonic products, though this did not reach statistical significance. These findings suggest that offering opportunities for physical interaction with products at the point of sale can help reduce risk perception and increase consumer confidence during the purchasing process, thereby supporting sensory marketing strategies within the optical sector. Fri, 24 Jul 2026 00:00:00 GMT https://repositorio.ufu.br/handle/123456789/50193 2026-07-24T00:00:00Z https://repositorio.ufu.br/handle/123456789/50013 Title: Análise dos impactos da responsabilidade difusa na jornada do consumidor online Mon, 10 Aug 2026 00:00:00 GMT https://repositorio.ufu.br/handle/123456789/50013 2026-08-10T00:00:00Z https://repositorio.ufu.br/handle/123456789/49755 Title: Marketing de influência nas mídias digitais: uma análise teórica sobre o pertencimento e a intenção de compra da geração Z Abstract: The rise of digital media has profoundly transformed consumption dynamics, establishing influencer marketing as a core strategic tool for brands. In this context, this study aimed to analyze how scientific literature describes the role of content creators in Generation Z's purchase intentions within the lifestyle product segment (fashion and beauty), based on a scoping review of empirical literature published between 2020 and 2025. To this end, the study was conducted as descriptive, qualitative research, operationalized through a scoping review guided by the PRISMA-ScR protocol. The analysis corpus consisted of 11 empirical scientific articles published between 2020 and 2025, retrieved from the Scopus, Web of Science, and SPELL databases. Content analysis revealed that, for Generation Z, the purchasing decision transcends transactional practicality, constituting an act of identity validation. The results indicate that sales conversion is strongly driven by psychological and relational constructs, notably content perception and homophily (source similarity). These pillars overcome young consumers' skepticism and foster parasocial relationships, generating a strong sense of belonging to online communities. The study concludes that purchase intention is closely linked to the social validation processes described in the reviewed literature, suggesting that consumption can serve as a symbolic mechanism for gaining entry into and acceptance by reference groups. From a managerial perspective, the review suggests that brands should prioritize value congruence, influencer modernity, and the building of trustworthy communities in their communication strategies. Wed, 22 Jul 2026 00:00:00 GMT https://repositorio.ufu.br/handle/123456789/49755 2026-07-22T00:00:00Z