Consumerism: analysis of a relation of consumption in the LGBT segment

Authors

  • Luana Miranda Camargo Administradora
  • Barbara Regina Lopes Costa Doutora em Administração pela UDE - Universidad de la Empresa - Uruguai. Mestra em Administração pela USCS – Universidade São Caetano do Sul. Publicitária e Administradora. Professora de Comunicação e Marketing do FATEC Indaiatuba, Professora convidada da Pós-Graduação Lato-Sensu em E-Commerce & Marketing Digital do Centro Universitário da FEI e Especialista em Regulação Externa da UP – Universidade Positivo.
  • Richard Medeiros de Araújo UNIFACEX e UFRN

DOI:

https://doi.org/10.18316/dialogo.v0i44.6094

Keywords:

Consumerism, consumption, LGBT, homophobia, social networks

Abstract

This work aims to analyze the consumer actions in the LGBT segment with regard to the provision of services, aiming to verify if there is a relationship between situations of prejudice due to sexual orientation, dissatisfaction of marketing practices and consumer acts performed by LGTB public in virtual social networks. Methodologically, it was a descriptive research, with application of two online questionnaires to a non-probabilistic sample generated by the virtual snowball method. Among the results, it was evident the preference to manifest the unsatisfactory experience in virtual social networks than to resort to somebody to protect the rights of the consumer. For respondents, resorting to social media does not solve the previous problem, but prevents other people in this segment from experiencing the same constraint and still alert companies to be attentive to the conduct of their employees, preventing the loss of customers due to prejudiced acts.

Author Biographies

Barbara Regina Lopes Costa, Doutora em Administração pela UDE - Universidad de la Empresa - Uruguai. Mestra em Administração pela USCS – Universidade São Caetano do Sul. Publicitária e Administradora. Professora de Comunicação e Marketing do FATEC Indaiatuba, Professora convidada da Pós-Graduação Lato-Sensu em E-Commerce & Marketing Digital do Centro Universitário da FEI e Especialista em Regulação Externa da UP – Universidade Positivo.

Doutora em Administração pela UDE - Universidad de la Empresa - Uruguai. Mestra em Administração pela USCS – Universidade São Caetano do Sul. Publicitária e Administradora. Professora de Comunicação e Marketing do FATEC Indaiatuba, Professora convidada da Pós-Graduação Lato-Sensu em E-Commerce & Marketing Digital do Centro Universitário da FEI e Especialista em Regulação Externa da UP – Universidade Positivo.

Richard Medeiros de Araújo, UNIFACEX e UFRN

Doutor em Administração pelo PPGP/UFRN

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Published

2020-08-05

Issue

No. 44 (2020)

Section

Articles

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