Empoderamento de consumidores marginalizados por meio do capital social: proposta de um modelo e perfis
DOI:
https://doi.org/10.24023/FutureJournal/2175-5825/2022.v14i1.623Palavras-chave:
Empoderamento do consumidor, Capital Social, Função de Ajuste Social, Congruência Marca SelfResumo
Objetivo: O objetivo deste estudo é determinar de que maneira o empoderamento do consumidor, aproximado pelo Capital Social, é influenciado pela função de ajuste social das atitudes e congruência da marca com o Self em consumidores com senso de distância ao poder.
Método: Foi realizado um survey com dados analisados por meio de Modelagem de Equações Estruturais, com análise de mediação por meio do teste de Sobel, complementado por uma análise de classes latentes, para detalhar os perfis de empoderamento do consumidor no estudo.
Resultados: Os resultados indicaram que consumidores com distância ao poder podem se sentir empoderados quando as marcas se integram a sua identidade condicionados a função de ajuste social das atitudes. Entretanto, isto é menos premente para consumidores menos empoderados.
Conclusões: Este estudo contribui teoricamente para a literatura de empoderamento do consumidor, particularmente de consumidores vulneráveis, ausentes do consumo, como aqueles representados por um traço de distância ao poder, se propondo um modelo teórico para esta integração.
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