Fator social versus tecnologia utilitária: marketing social versus mercado utilitário

Technical service and convergence have been expanding and modifying the use of products and services in the telecommunications sector, generating new markets and expanding their demographic targets through different characteristics of usage. The article developed here presents qualitative research through the netnographic study (e.g. a new structure of qualitative evaluation is used, in which thematic discussions are gathered from websites based on key words used, afterwards passing through a codification and interpretation process in reference to researched factors) based on consumers and their behaviors concerning the iPhone which is a mobile device from Apple with many integrated features and convergence in services. This study evaluated the utilitarian and social / hedonistic factors, finding that the sector market has a new series of services, attracting new groups of users to its context, and resulting in the type of marketing becoming more and more diversified. The social factor (personal image) is highlighted as a primary factor in the selection and device usage, where the actual market and product marketing are increasingly stimulating utility as a social value. Identifying the mobile phone as a utilitarian product based on kind of service and proposed system usage, leads one to believe that the utilitarian market changes its meaning when a certain quantity of integrations are highly hedonistic in their diverse uses, as well as the hedonistic and social values. The authors define the usage of a technological product with many integrated hedonisms as useful social behavior, where the product usefulness becomes social (personal presentation or individual enjoyment).A expansão e a convergência tecnológica de serviços vêm ampliando e modificando a utilização de produtos e serviços no setor telecomunicações, criando um novo mercado e ampliando seu público alvo pelas diversas características de utilização. O artigo desenvolvido apresenta uma pesquisa qualitativa, pelo estudo netnográfico (uma nova estrutura de avaliação qualitativa, onde discussões temáticas são retiradas de websites de confiança para serem organizados dado às palavras chaves utilizadas, passando posteriormente por um processo de codificação e interpretação sobre os fatores pesquisados) baseado no consumo e comportamento do uso do iPhone, aparelho móvel celular com diversas integrações de produtos e convergências de serviços. Nesta pesquisa, foram avaliados os fatores utilitários e sociais / hedônicos, apresentando que o mercado do setor possui uma nova gama de serviços, atraindo novos grupos de usuários ao seu contexto, deixando assim cada vez mais diversificado o tipo de marketing utilizado no setor. O fator social (imagem pessoal) é apontado como fator primário na decisão de escolha e uso do dispositivo, onde a apresentação no mercado e marketing para estes produtos estimulam cada vez mais a utilidade como um valor social. Identificando o dispositivo celular como um produto utilitário dado o tipo de serviço e utilização a que este se propõe, acredita-se que este mercado utilitário muda seu sentido quando certa quantidade de integrações são hedônicas amplificando a diversificação de uso, os valores sociais e hedônicos. Os autores definem este uso de um produto tecnológico com diversas integrações hedônicas como um comportamento utilitário social, onde a utilidade do produto passa a ser social (apresentação pessoal ou diversão individual)

Factor social versus tecnología utiliraria: marketing social versus mercado utilitario

Technical service and convergence have been expanding and modifying the use of products and services in the telecommunications sector, generating new markets and expanding their demographic targets through different characteristics of usage. The article developed here presents qualitative research through the netnographic study (e.g. a new structure of qualitative evaluation is used, in which thematic discussions are gathered from websites based on key words used, afterwards passing through a codification and interpretation process in reference to researched factors) based on consumers and their behaviors concerning the iPhone which is a mobile device from Apple with many integrated features and convergence in services. This study evaluated the utilitarian and social / hedonistic factors, finding that the sector market has a new series of services, attracting new groups of users to its context, and resulting in the type of marketing becoming more and more diversified. The social factor (personal image) is highlighted as a primary factor in the selection and device usage, where the actual market and product marketing are increasingly stimulating utility as a social value. Identifying the mobile phone as a utilitarian product based on kind of service and proposed system usage, leads one to believe that the utilitarian market changes its meaning when a certain quantity of integrations are highly hedonistic in their diverse uses, as well as the hedonistic and social values. The authors define the usage of a technological product with many integrated hedonisms as useful social behavior, where the product usefulness becomes social (personal presentation or individual enjoyment)