Event overview
Thaysa Costa do Nascimento, Maribel Suarez and Roberta Dias Campos (COPPEAD) present a research project investigating transgressions of digital influencers.
This marketing research seminar will present an ongoing research project investigating transgressions of digital influencers. To transgress is to violate norms, to exceed limits (Jenks, 2003). Originally, literature was mainly concerned with social transgression: characterized as a tension between seduction and morality where the individual seeks to demonstrate his disagreement with collective behavioral social norms (Bahktin, 1984; Belk, Ger, & Askegaard, 2003; Gold & Weiner, 2000). Recently, studies also highlighted the so-called market transgressions which occur when certain norms of behavioral expectations are violated within a relationship based on consumption (Aaker, Fournier, & Brasel, 2004; Kozinets et al, 2010; Weijo, Bean, & Rintomaki, 2019).
Based on a five-year netnography, this research aims to understand how digital influencers commit and socially negotiate transgressions, analysing how diverse actors such as consumers and traditional brands react to different types of transgressive behavior.
Short bio:
Thaysa Costa do Nascimento is a Doctoral Student currently researching influencers and branding at COPPEAD Graduate School of Business of the Federal University of Rio de Janeiro (UFRJ) Following her studies to attain her Bachelor in Defense and International Strategic Management (UFRJ) degree. Her current research topics are digital influencers and branding.
Maribel Suarez is Associate Professor at the COPPEAD Graduate School of Business (Federal University of Rio de Janeiro) and editor-in-chief of the Latin American Business Review (https://www.tandfonline.com/loi/wlab20). She received her D.Sc. in Business Administration from PUC-Rio and recently took a sabbatical, as a Visiting Scholar in the Schulich School of Business, University of York/Canadá (2015/2016). Her main research interests are related to consumer culture, consumption patterns changes, social
media and branding.
Roberta Dias Campos is Assistant Professor at COPPEAD Graduate School of Business of the Federal University of Rio de Janeiro (UFRJ). Doctor in Business Administration at UFRJ and Social Sciences at Université Paris Descartes. Her current research topics are cultural dynamics of brands, prosumption, influencers and social media, and consumer power.
Dates & times
| Date | Time | Add to calendar |
|---|---|---|
| 4 Mar 2021 | 1:00pm - 2:00pm |
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