CONSUMPTION IN AN INTEREST-BASED SOCIAL NETWORKING WEBSITE ABOUT BOOKS: INTERACTIONS X ADVERTISEMENTS ON SKOOB

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The theme of the present study is the efficacy of ads on interest-based social networking websites. Skoob is an interest-based social networking website for readers who love books. The theme brings the following research question: Which is more efficient regarding the decision to read a book based on Skoob: the ads from publishers or the interactions that the website promotes about books? The aim of this study is to compare the efficacy of publisher ads on Skoob with user interactions regarding the decision to read a book. The researcher supposes that Skoob user interactions are more effective than publisher ads in this particular social networking platform regarding the decision to read a book. The decision to study this topic was made for several reasons, such as the researcher’s passion for reading books and using Skoob, the desire to continue a study conducted during scientific initiation research on the same social networking platform. Furthermore, to the present date, no study about advertising on interest-based social networking websites has been found. Regarding the theoretical framework, the present monograph consists of the following chapters: Social Networking Websites, Consumption, Online Advertising and Consumer Behavior. This is a qualitative and quantitative exploratory study that used bibliographical and documental research methods (GIL, 2008) and used questionnaires with Skoob users (PRODANOV; FREITAS, 2009). Content analysis was used as the interpretation method for the present case study (JÚNIOR, 2008). Upon analyzing the theoretical framework and the 270 answers from Skoob users, the study identified that the interactions between Skoob users were reported as being the most important influencing factor on the decision to read a book, although ads also play a role in this matter. Furthermore, the study suggests that the stage of opinion sharing on social networking websites be implemented in order to complement the other stages that make up the consumer buying decision process. It is also suggested that this process be renamed to access decision.

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SPOILER ALERT: PERFORMANCE AND CONSUMPTION ON THE THEMATIC SOCIAL NETWORK WEBSITE FILMOW

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This article aims to analyse the consumption as performance on the thematic social network website Filmow. For this purpose, it approaches, in an articulated way, the relations between digital consumption, performance and thematic social network websites. Next, it analyses the conversation about the movie 12 years a slave, on Filmow, based on the categories digital consumption (Montardo, 2013), performance (Schechner, 2003) and social capital (Bertolini; Bravo, 2001). In terms of conclusion, one identifies that individual and collective actings, through text posts, guarantee the group maintenance. In this way, the functions of performance associated to identity and community, as well types of social capital (relational and trust on the social environment) are observed in all of the users manifestations on the term analysed.

• Publication/Publisher: Alceu (PUCRJ)
• Date: January/June 2015
• Publication type: Complete article published in a scientific journal

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DIGITAL CONSUMPTION, PERFORMANCE AND BOOKS: A COMPARATIVE STUDY BETWEEN SKOOB AND SCRIBD WEBSITES

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This paper analyzes the digital consumption as a factor of performance on the websites Skoob e Scribd. It aims at categorizing the ways of consumption that can be understood as performance on these websites. It is an exploratory study, which was held through a questionnaire and both bibliographical and documental surveys, whose categories of analysis are: consumption, performance and online social networking websites. It is observed that the website which makes the reading files available (Scribd) is not the one which allows the better performatization (Skoob) in terms of consumption. A questionnaire about the uses of Skoob has shown that performatic activities that demand greater investment from the users on the website are the most influential on readings. Finally, one comes to the conclusion that both the access to reading files and their regarding performances promote readings in several ways.

• Publication/Publisher: Revista Fronteiras (Online)
• Date: January/April 2015
• Publication type: Complete article published in a scientific jornal

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CONSUMPTION AS PERFORMANCE: A COMPARATIVE STUDY BETWEEN SKOOB AND SCRIBD

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This article examines the digital consumption as performance factor at Skoob and Scribd websites. The goal is to compare ways of consumption that can be interpreted as performance in these areas. This is an exploratory study, done via bibliographic and documental research, in which the categories of analysis are: consumption, performance and social networking websites. The website that offers reading files (Scribd) is not the one that allows the better performatization (Skoob) in terms of consumption. Moreover, both the permission to read files and the performance related to this can influence the reading in various ways.

• Publication/Publisher: Editora Feevale
• Date: May 2014
• Publication type: Book chapter published

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BAZINGA! CONSUMPTION AND PERFORMANCE ABOUT THE BIG BANG THEORY ON FILMOW

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This article aims to identify consumption as performance of the sitcom The Big Bang Theory on Filmow. The digital media, in this case, guarantees the persistence of the posted information and it allows not only the analysis of this new approach to consumption, but also its own configuration. Filmow is a themed social network website for fans of movies and series. Therefore, the reference theoretical approaches, in an articulated way, relations between digital consumption, performance and thematic social network websites, analysis categories selected for this study. Regarding the methodology, this research consists of a level of exploratory research, which was held through bibliographical, documental surveys (GIL, 2006) and questionnaires with users. From the analysis of more than 698 comments from users of the sitcom page, it was realized that, contrary to what is observed in general social network websites, on Filmow the structure of the website seems to ensure allocation of social capital of second level (confidence in the social environment and institutional) instead of the types of social capital of first level (cognitive, relational and normative) that in this case, seem to arise from interactions between users. To the extent that the results obtained were similar to those achieved in a previous study accomplished at the same website (MONTARDO; SILVA, 2014), but about interactions around a different audiovisual product (film), it is evident the importance of analyzing more deeply the technical implications of the spaces in which interactions occur to verify consumption as performance.

• Publication/Publisher: Alcar - Brazilian Association of Researchers of the History of Media
• Date: October 2015
• Publication type: Complete work published in proceedings of conference

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SPOILER ALERT: PERFORMANCE AND CONSUMPTION ON THE THEMATIC SOCIAL NETWORK WEBSITE FILMOW

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This article aims to analyse the consumption as performance on the thematic social network website Filmow. For this purpose, it approaches, in an articulated way, the relations between digital consumption, performance and thematic social network websites. Next, it analyses the conversation about the movie 12 years a slave, on Filmow, based on the categories digital consumption (MONTARDO, 2013), performance (SCHECHNER, 2003) and social capital (BERTOLINI; BRAVO, 2001). In terms of conclusion, one identifies that individual and collective actings, through text posts, guarantee the group maintenance. In this way, the functions of performance associated to identity and community, as well types of social capital (relational and trust on the social environment) are observed in all of the users manifestations on the term analysed.

• Publication/Publisher: Intercom - Brazilian Association of Interdisciplinary Studies in Communication
• Date: September 2014
• Publication type: Complete work published in proceedings of conference

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