http://repositorio.ufc.br/handle/riufc/23865 2026-06-19T07:28:51Z http://repositorio.ufc.br/handle/riufc/86820 Título: Fatores considerados no processo de decisão de compra: um estudo junto a geração z na aquisição de cosméticos sustentáveis Autor(es): Freitas, Maria Ingrêdy de Souza Abstract: In the context of the 21st century, sustainability has become one of the primary concerns of contemporary society, driven by the environmental impacts observed in recent decades. The increasing transformations in the environment have prompted reflections on the necessity of preserving natural resources, highlighting how everyday choices influence the well-being of both present and future generations. Against this backdrop, the present study aimed to analyze the factors considered by Generation Z consumers in their decision-making process when purchasing sustainable cosmetics. To this end, a descriptive and quantitative study was conducted, based on a convenience and judgment sampling method, comprising 138 valid respondents residing in the state of Ceará, with an emphasis on the cities of Fortaleza, its metropolitan area, and Mombaça. The results revealed that accessibility factors such as price, quality, and brand familiarity have a greater influence on purchasing decisions. The immediate availability of products also proved to be relevant for this group. Furthermore, the study found that these consumers face certain difficulties in identifying sustainable cosmetics at the time of purchase. The choice of such products is associated with the perception that they are healthier and less harmful to the environment. Finally, it was observed that although Generation Z consumers believe their choices can influence organizational behavior and generate positive impacts for future generations, in practice, variables such as price and quality still take precedence over sustainable criteria in the purchasing decision. Tipo: TCC 2025-01-01T00:00:00Z http://repositorio.ufc.br/handle/riufc/86819 Título: Efeito da prova social sobre o boca a boca eletrônico e a intenção de compra do consumidor: um estudo no contexto das mídias sociais Autor(es): Albuquerque, Antonio Thiago Abstract: Social proof is widely used by companies within the context of social media to influence and convey credibility to users. This phenomenon occurs when ordinary individuals or influencers recommend and report their experiences with specific products or services. In this regard, the general objective of this study was to investigate how recommendations, through social proof, are related to electronic word of mouth (eWOM) and consumers’ purchase intention. This is a quantitative, explanatory study with a quasi-experimental design, in which data were collected through experimental sessions. During these sessions, a video featuring an automobile was presented, and responses were obtained through a semi-structured questionnaire. The study included 106 respondents in the experimental group (EG) and 80 in the control group (CG). For data analysis, descriptive statistics, analysis of variance (ANOVA), and linear regression were conducted, along with the calculation of Cronbach’s alpha coefficient for the scales, using SPSS software. The results indicated that individuals tend to like posts more frequently than share or publish them, with sharing occurring primarily when they are extremely satisfied. It was also observed that both the group exposed to the social proof stimulus and the control group showed similar means for electronic word of mouth and purchase intention, demonstrating comparable behavior regarding these variables. It is initially assumed that the manipulation of social proof may not have been perceived by the participants. Finally, hypotheses H1, ‘Social proof has a positive impact on electronic word of mouth,’ and H2, ‘Social proof has a positive impact on consumers’ purchase intention,’ were rejected in the hypothesis testing, with only H3, ‘Electronic word of mouth, formed through social proof, has a positive impact on consumers’ purchase intention,’ being supported. The study concludes with discussions on the theoretical confrontation with the results, offering contributions for future research and marketing professionals. Tipo: TCC 2025-01-01T00:00:00Z http://repositorio.ufc.br/handle/riufc/86818 Título: O impacto das comunidades virtuais de marca na lealdade e intenção de compra do consumidor moderado pelo engajamento Autor(es): Vasconcelos, Lara de Carvalho Barbosa e Abstract: Virtual brand communities have become an increasingly popular channel for consumers to connect intimately with brands and other participants, reinforcing the importance of assessing the impacts of participating in such groups. This study aimed to analyse the influence of brand communication on consumer engagement, loyalty, and purchase intentions, based on the perception of relational ties with the brand. The research emphasizes the importance of virtual brand communities for consumer loyalty and purchase intentions, as well as the moderating role of engagement. To this end, a quantitative study was conducted using a questionnaire with previously validated scales on a sample of 135 participants. Statistical analyses included descriptive measures, exploratory factor analysis, and reliability assessment using Cronbach's alpha. The results revealed that brand communities are associated with increased engagement, which in turn positively influences participants' loyalty and purchase intentions. Thus, it was concluded that brand communities are a relevant factor in increasing consumer engagement, which is associated with increased loyalty and a favourable behavioural predisposition toward the brand. This connection corroborates the proposed theoretical model, supporting the idea that participation in institutional communities can have indirect effects on the intention to continue a relationship with the organization. The study contributes to the understanding of the relationship dynamics between brands and consumers, offering theoretical and practical implications for strategic communication management. Tipo: TCC 2025-01-01T00:00:00Z http://repositorio.ufc.br/handle/riufc/86790 Título: Qualidade de vida no trabalho e sua vinculação com o comprometimento organizacional: estudo de caso em uma empresa do ramo securitário Autor(es): Pinheiro, Mariane dos Santos Abstract: The quality of life at work involves several factors that can directly impact organizational commitment. This study aimed to analyze the perception of employees from an insurance company in Fortaleza regarding the link between quality of life at work and organizational commitment. To this end, a qualitative and descriptive survey was conducted, with data collected through semi-structured interviews with eight employees of an insurance brokerage firm. Content analysis was used for data interpretation. The findings revealed that some dimensions related to quality of life at work were negatively evaluated by the employees of the studied brokerage firm—compensation and benefits, opportunities for professional growth, work-life balance, and working conditions. The other aspects—social integration, use and development of skills and knowledge, and social relevance—were considered more positively, although respondents clarified that all dimensions had areas for improvement. Regarding organizational commitment, instrumental commitment stood out the most among the responses, as financial factors and the lack of better opportunities in the job market were the main reasons for employees remaining in the organization. The findings suggest that the link between the evaluation of the eight dimensions of quality of life at work contributes to strengthening organizational commitment based on the prioritization of individual interests rather than alignment with the company’s goals. Tipo: TCC 2025-01-01T00:00:00Z