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The objective of this paper is to analyze how ads with incongruous humor on Facebook influence female Brazilian consumer engagement, attitudes and purchase intention. An experiment conducted on Facebook with 269 women allowed us to test whether the presence of incongruous humor influences advertisement effectiveness, confirming this hypothesis, demonstrating that humorous appeal has a positive effect on female audiences. Regarding contributions, our findings confirm that engagement, attitudes and purchase intention conform to important measures of advertisement effectiveness in the virtual context; reveal new facets about women's perception of stimuli traditionally designed for men; and show social networks to be fundamental elements for consumer decision-making. Thus, we discuss the role of the Internet as a platform for interaction between companies and users and the need of building a relationship in this context, in which incongruous humor proves to be capable of catching consumer attention, arousing engagement, provoking favorable attitudes and, thereby, driving purchase intention. [ABSTRACT FROM AUTHOR]

Nowadays, technological innovations, such as Digital Video Recorders, have increased consumers' power over their exposure to commercials shown on television. Thus advertisers now insert their own products and brands directly into television shows, called placement. This advantage has exponentially increased worldwide investments in placement, as well as proliferated academic studies about the subject, especially on placement dimensions and its effects on consumer behavior. But studies of pop-up ads - a new type of placement delivered in a banner format - are still scarce, despite their increasing use by television media. Therefore, this article is a theoretical essay about the potential effects of pop-up ads on consumer behavior, from the viewer's attention to advertising, through memory and attitudes, ending in the viewer's buying behavior. Finally, this study presents a theoretical model and suggestions for future research. [ABSTRACT FROM AUTHOR]

During the last few years, endless data have supplied the marketing area with new perspectives for the definition and segmentation of markets, in addition to the company's private and internal data banks as well as of public and external ones. An example of the latter are the virtual communities, and Orkut is one of its exponents. This article, offers an exploratory approach to market segmentation using two alternative methods (logistic regression and neural networks) through secondary data collected from Orkut, assuming the possibility to predict certain consumption attitudes described by members of virtual communities. This way, two communities self denominated I love cold beer and I hate beer were picked up, and each one supplied random probabilistic samples among 400 members. Processing and analyzing the data collected in three phases -- data cleaning and selection of variables of interest, discriminating analysis, and analysis through neural networks -- confirmed the possibility of determining consuming attitudes, and consequently of using the Orkut virtual community as a data bank for segmentation. Further contributions, limitations and implications are part of this study. [ABSTRACT FROM AUTHOR]

O objetivo deste trabalho é analisar como propagandas com humor incongruente veiculadas no Facebook atuam no engajamento, nas atitudes e na intenção de compra das consumidoras brasileiras. Um experimento realizado no Facebook, com 269 consumidoras brasileiras, permitiu testar se a presença de humor incongruente influencia a efetividade das propagandas, confirmando tal hipótese, além de demonstrar que se trata de um apelo humorístico com efeitos positivos sobre o público feminino. Entre as contribuições deste artigo, destaca-se que, seus achados confirmam que engajamento, atitudes e intenção de compra conformam importantes medidas da efetividade das propagandas no contexto virtual; revelam novas facetas sobre a percepção das mulheres quanto a estímulos tradicionalmente destinados aos homens; e apontam as redes sociais como elementos fundamentais à tomada de decisão do consumidor. Evidencia-se, assim, o papel da internet como plataforma de interação entre empresas e usuários e a necessidade de construção de um relacionamento nesta conjuntura, contexto em que o humor incongruente mostra-se capaz de chamar atenção, despertar engajamento, provocar atitudes favoráveis e, deste modo, conduzir a intenção de compra.

RBV states that resources and capabilities are heterogeneously distributed among firms and are the main drivers of their different performances. When these resources are rare, valuable and difficult to imitate and the firm has a suitable organizational structure for exploiting them, they have the potential to lead the firms to a persistent, above average performance. The aim of this article is to analyze whether the firm’s persistent performance is related to the intangibility or tangibility of their resources. The sample comprises Brazilian public companies listed on the Bovespa Stock Exchange in São Paulo. The statistical technique employed was the dynamic panel data, with estimates obtained by the generalized method of moments. The results show that, in the case of the Brazilian companies under study, the intangibility of resources was not a sustainable competitive advantage because these resources do not persistently contribute to the higher performance of firms. On the other hand, the tangibility of resources played a significant contribution to the persistent performance of firm operating in different industries.