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- Title
iPhone: pedaço de carne suculento.
- Authors
Baldi, Vania; Costa, Marx Furtado
- Abstract
This research aimed to identify how the interaction between members of a virtual community reveals and influences interests and behaviors about a technological object such as the iPhone. Analyzed through a netnographic approach, participatory culture in this online forum "EverythingiCafe" space dedicated to discussion of the Apple brand. The results showed that in the community analyzed the Apple's products acquire an immense symbolic value, a pursuit of social status and that brand loyalty becomes devotion. In addition, participation in brand communities often witness the desire to identify with a particular group, even for who doesn't have the products discussed.
- Publication
Observatorio (OBS*), 2015, Vol 9, Issue 4, p159
- ISSN
1646-5954
- Publication type
Article
- DOI
10.15847/obsobs942015883