Producción Científica

Purpose: This paper studies, based on the theory of service-dominant logic, the effect of value co-creation practices (linking and materializing) on engagement dimensions (popularity, commitment and virality). The main objective is to analyze the influence of value co-creation practices on engagement at international trade shows organizer association on Twitter. Design/methodology/approach: This paper studies the usage of Twitter by the Specialty Food Association, which organizes one of the top five foods and beverage international trade show in the United States. To achieve the research objective, the authors have analyzed 1,608 posts on Twitter from the Twitter account @Specialty_Food. A content analysis was performed using Krippendorff’s (2004) recommendations, and the data were analyzed using regression analysis with optimal scaling and Kruskal–Wallis Test. Findings: According to the results, some materializing practices influence popularity, commitment, virality and global engagement on Twitter. While the usage of some linking practices influences respectively commitment and popularity. Originality: These results provide valuable information for business-to-business (B2B) contexts and answer a research gap reported in previous literature, which affirms that more research is needed about the relationship between service systems and engagement. From a general view, to generate more engagement on social media in B2B contexts, it is recommended to prioritize posts that incorporate live and online events based on collaborative and dynamic human interactions, following by business ideas and business cases.

Introduction: the evolution of Information and Communication Technologies has generate changes in society, such as marketing and advertising activities. The expansion of Internet access and the popularization of the use of equipment like personal computers and smartphones led companies to develop digital marketing. This study aims to build a bibliographic portfolio of digital transformations that allow us to understand how technological advances are transforming marketing and advertising practices. Method: : it uses the ProKnow-C methodology to build knowledge, and it the search was made at Scopus database. It retrieved 566 articles considering the search strategy used, and 221 articles related to the research objectives were selected. After applying the selection and exclusion criteria, 41 studies made the bibliographic portfolio. Results: the bibliometric analysis shows the heterogeneity of authors and the concentration of research in the United States of America and Europe. Conclusions: considering the portfolio, it recommends investigating the possibilities of creating experiences of deep involvement with consumers in marketing and advertising practices, especially with the use of Virtual Reality technology, generating experience marketing.

The expansion of the internet over the last few decades has been accompanied by a wide range of ethical discussions. In the culture of social media, the buying and selling of friends, followers, likes and views has become frequent. The question that arises is whether these goods, actions and behaviors may or may not be bought, as well as what the consequences of this market, it operations and what it represents. The objective of this investigation is to point out that the market can only acquire the appearance of these goods and that the internet, when it becomes a place of appearances, loses credibility and gains distrust. Through a methodology based on bibliographic research, as well as on internet sites and statistical data collection, it is concluded that this market is immoral and detrimental to the virtual environment and to social life.

The training of management students in Brazil is centered on managerial aspects of marketing and, because of this, graduates seem unable to deal with the complexity of the applications of marketing knowledge. Thus, the present research sought to incorporate experimentally the social marketing contents within the discipline of marketing administration in the undergraduate degree in administration, in order to analyze their contributions in the formation of the students. For this, the research took place in two distinct stages: first, a social marketing seminar was conducted within the discipline of marketing administration; tthen, focus groups were carried out in order to obtain a comparison between the dimensions: deficient market conceptualization, disconnection between marketing and society, and uncritical vision, proposed by Bernadinelli and Sauberbron (2017) for the training of the administrator. At the end of the research, it was concluded that social marketing teaching provided students with a better understanding of marketing as a broad-based science, significantly reducing the separation between marketing and society and the stakeholder roles that make up the market.

Purpose: This study analyzes and categorizes the scientific production in the field of digital marketing in the specific context of small and medium enterprises. Design/methodology: We retrieved the bibliographic information of 294 publications in this field indexed in Scopus database and employed technology-mining techniques and cluster analysis of keywords to gain insights into the most relevant trends in this research area. We conducted a keyword cleaning process to remove ambiguity, synonyms, and obvious results and employed our own Python scripts and the Bibliometrix package in the R programming language for the calculations. Findings: Our results depict a broad picture of this research area, highlighting the most important journals, countries, researchers, and keywords, as well as their interactions. We also identified and explained five thematic clusters: electronic commerce, social media, corporate websites, internationalization, and brand. We found that social media, big data, search engine optimization, advertisement, internationalization, websites, and Facebook are hot research topics in this field.In addition, we present a number of pending research questions in the field related to thematic and methodological issues. Originality/value: This study offers updated information on the trends of the scientific production in the above mentioned research field, covering a time window from 1989 until 2021. This review goes beyond existing traditional bibliometric analysis, and reveals the structure of the knowledge in the field. This paper is expected to be used as a reference point from which to define a future research agenda in this area.