Influência do composto promocional de marketing sobre o consumidor online: um estudo de caso no Second Life

Abstract

The costumers are changing their behavior at the same time that technologies and habits changes. Internet and other technologies created a new world of possibilities of interactions among brands, their products and services and themarket. The Brazilian e-commerce is growing a lot. In the first semester of 2014, it broke the record of billing, reaching the milestone of 16,06 billion dollars, a nominal increase of 26% over the year 2013 that was already on the rise over the previous year. In order to demonstrate that this kind of huge commercial potential goes far beyond simple relations of buying from online stores,we study an environment that was born the idea of creating a new world built solely of bytes called Second Life. At its peak in 2006, Second Life had millions of users around the world and grew at a rate of 15% per month. Through it, brands like Coca-Cola, Adidas, Nokia and Volkswagen saw a way to interact more directly with their consumers and thus sell their products and services and customer loyalty. We will analyze which of the promotional strategies of the compound used in the SL achieve greater impact with users; as players realize how important their needs in an online environment that seeks to recreate the minutest detail the real world and make a comparison between the profile of Brazilian users of the game with the profile of Brazilian consumers online. Through a case study in Second Life, we applied a questionnaire for Brazilian users of SL, in order to capture their perceptions aboutthe promotional strategies which were exposed to the compound in the game. Different promotional strategies have a very different degree of influence among its users and the perception of what is most effective guides companies in which direction should follow to be more effective in their marketing campaigns to their market.