{"id":17,"date":"2013-04-26T00:13:09","date_gmt":"2013-04-26T00:13:09","guid":{"rendered":"http:\/\/semead.com.br\/?page_id=17"},"modified":"2026-04-26T11:42:14","modified_gmt":"2026-04-26T14:42:14","slug":"marketing","status":"publish","type":"page","link":"https:\/\/semead.com.br\/29\/areas\/cientificas\/marketing\/","title":{"rendered":"Marketing"},"content":{"rendered":"<div class=\"semead-shortcode semead-shortcode--coordenacao\">\n\t\t\t\t\t\t\t<div class=\"semead-people\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person\">\n\t\t\t\t\t\t\t<div class=\"semead-person__media\">\n\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\tclass=\"semead-person__image rounded-circle\"\n\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/03\/Prof.-Dr.-Guilherme-Farias-Shiraishi-.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\talt=\"Prof. Dr. Guilherme Farias Shiraishi\"\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"semead-person__content\">\n\t\t\t\t\t\t\t\t<h4 class=\"\">Coordenador:<\/h4>\n\t\t\t\t\t\t\t\t<h3 class=\"semead-person__title\">Prof. Dr. Guilherme Farias Shiraishi<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person__institution\">FEA-USP<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person\">\n\t\t\t\t\t\t\t<div class=\"semead-person__media\">\n\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\tclass=\"semead-person__image rounded-circle\"\n\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/03\/Suzane-Strehlau-nova-300x300-1.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\talt=\"Profa. Dra. Suzane Strehlau\"\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"semead-person__content\">\n\t\t\t\t\t\t\t\t<h4 class=\"\">Coordenadora:<\/h4>\n\t\t\t\t\t\t\t\t<h3 class=\"semead-person__title\">Profa. Dra. Suzane Strehlau<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person__institution\">ESPM<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\n<div class=\"semead-shortcode semead-shortcode--temas\">\n\t\t\t\t\t\t\t<h4 class=\"semead-shortcode__heading\"><strong>Temas e L\u00edderes:<\/strong><\/h4>\n\t\t\t\n\t\t\t<div class=\"accordion\" id=\"semead-accordion-1\">\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-1\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-1\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-1\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t1. Comportamento do Consumidor\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-1\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-1\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>O tema contempla investiga\u00e7\u00f5es emp\u00edricas e reflex\u00f5es te\u00f3ricas concernentes \u00e0 complexidade do comportamento do consumidor mediante uma abordagem interdisciplinar que integre as dimens\u00f5es sociol\u00f3gica, antropol\u00f3gica, econ\u00f4mica, psicol\u00f3gica e biol\u00f3gica. Particular relev\u00e2ncia \u00e9 conferida aos estudos que investiguem os processos decis\u00f3rios, as disposi\u00e7\u00f5es atitudinais, os valores, os motivadores e os tra\u00e7os de personalidade que modulam as escolhas do indiv\u00edduo, bem como a din\u00e2mica do processamento informacional e os multifacetados aspectos das influ\u00eancias\u00a0contextuais.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Macelo-Moll-Brandao-UFES.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Prof. Dr. Macelo Moll Brand\u00e3o - UFES\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Prof. Dr. Macelo Moll Brand\u00e3o - UFES<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Ana-Julia-Buttner-ESPM.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder: Profa. Dra. Ana Julia B\u00fcttner - ESPM\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder: Profa. Dra. Ana Julia B\u00fcttner - ESPM<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Beatriz_Pereira_2021_Pure_1MB.webp?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Profa. Dra. Beatriz Pereira - Monash University em Melbourne\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Profa. Dra. Beatriz Pereira - Monash University em Melbourne<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Helena-Nobre-Universidade-de-Aveiro.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Profa. Dra. Helena Nobre - Universidade de Aveiro\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Profa. Dra. Helena Nobre - Universidade de Aveiro<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-2\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-2\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-2\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t2. Cultura e Consumo\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-2\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-2\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>O tema abrange discuss\u00f5es sobre o consumo em uma perspectiva social e cultural, as quais s\u00e3o articuladas campos do conhecimento como Antropologia, Sociologia, Estudos da Linguagem, Estudos Culturais, entre outros. Ganham destaque relatos de pesquisas nos quais figuram a interlocu\u00e7\u00e3o entre quest\u00f5es relativas \u00e0s influ\u00eancias, \u00e0s pr\u00e1ticas do consumo, bem como identidade social, comunidades de consumo e apropria\u00e7\u00e3o de significados em diferentes contextos da sociedade atual. Al\u00e9m disso, tamb\u00e9m contempla discuss\u00f5es aderentes ao campo da CCT - Consumer Culture Theory.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Marcelo-de-Rezende-Pinto-PUC-MG.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Prof. Dr. Marcelo de Rezende Pinto - PUC MG\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Prof. Dr. Marcelo de Rezende Pinto - PUC MG<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Luciana-Velloso-de-Souza-Araujo-Goldsmiths-University-of-London.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Profa. Dra. Luciana Velloso de Souza Ara\u00fajo - Goldsmiths, University of London\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Profa. Dra. Luciana Velloso de Souza Ara\u00fajo - Goldsmiths, University of London<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-3\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-3\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-3\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t3. Marketing e Sociedade\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-3\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-3\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>O tema contempla discuss\u00f5es sobre os impactos positivos e negativos das pr\u00e1ticas de marketing na sociedade, destacando pesquisas sobre \u00e9tica em marketing, consumo consciente, sustent\u00e1vel e colaborativo, resist\u00eancia ao consumo, consumismo, bem-estar do consumidor (eudaimonic well-being and subjective happiness), qualidade de vida subjetiva, vulnerabilidade do consumidor, diversidade e inclus\u00e3o. S\u00e3o abordadas tamb\u00e9m as contribui\u00e7\u00f5es da Transformative Consumer Research (TCR) e da Transformative Service Research (TSR), bem como as externalidades das atividades de marketing e os dilemas e desafios que permeiam as rela\u00e7\u00f5es de consumo e o mercado.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/nelsio.png?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Prof. Dr. Nelsio Rodrigues de Abreu - UFPB\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Prof. Dr. Nelsio Rodrigues de Abreu - UFPB<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Dra.-Renata-Francisco-Baldanza-UFPB.png?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder: Profa. Dra. Renata Francisco Baldanza - UFPB\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder: Profa. Dra. Renata Francisco Baldanza - UFPB<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Leonor-Lopes-Borges-Vacas-de-Carvalho-UNI-EVORA.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Prof. Dr. Leonor Lopes Borges Vacas de Carvalho - UNI EVORA\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Prof. Dr. Leonor Lopes Borges Vacas de Carvalho - UNI EVORA<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-4\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-4\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-4\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t4. Marcas\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-4\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-4\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>A trilha acolhe pesquisas que explorem o papel, os desafios e as transforma\u00e7\u00f5es das marcas na sociedade contempor\u00e2nea. S\u00e3o bem-vindos estudos te\u00f3ricos e emp\u00edricos sobre identidade de marca, gest\u00e3o e prop\u00f3sito de marca, brand equity, experi\u00eancias e narrativas de marca, al\u00e9m de abordagens emergentes como an\u00e1lise de sentimentos, etnografias digitais e intelig\u00eancia artificial. Valorizam-se perspectivas interdisciplinares e metodologias diversas \u2014 qualitativas, quantitativas ou mistas \u2014 desde que tenham a marca como elemento central de an\u00e1lise.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/vivian-lara.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Profa. Dra. Vivian Iara Strehlau - ESPM\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Profa. Dra. Vivian Iara Strehlau - ESPM<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Miriam-Salomao-IPAM.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Profa. Dra. Miriam Salomao - IPAM\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Profa. Dra. Miriam Salomao - IPAM<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-5\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-5\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-5\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t5. Redes Sociais Mediadas, Ambientes e Dispositivos Digitais\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-5\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-5\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>Estudos sobre redes sociais mediadas, incluindo plataformas como TikTok, Instagram, Twitter, LinkedIn e outras emergentes, analisando padr\u00f5es de engajamento digital, comportamento de consumo e impactos mercadol\u00f3gicos em diversos segmentos. Teorias advindas de estudos sobre a cultura digital contempor\u00e2nea e suas rela\u00e7\u00f5es com estrat\u00e9gias de marketing, constru\u00e7\u00e3o de comunidades online e transforma\u00e7\u00e3o do comportamento de consumo. Olhares sobre as cidades inteligentes (smart cities) e os ambientes h\u00edbridos (f\u00edsico-digitais), explorando potencialidades para marketing contextual, experi\u00eancias locativas e novos formatos de consumo urbano conectado. An\u00e1lise de como a intelig\u00eancia artificial e algoritmos de aprendizado de m\u00e1quina v\u00eam sendo aplicados no marketing preditivo, personaliza\u00e7\u00e3o, automa\u00e7\u00e3o de processos e cria\u00e7\u00e3o de conte\u00fado, avaliando os impactos \u00e9ticos, sociais e mercadol\u00f3gicos para consumidores e empresas. Internet das coisas (IoT), dispositivos conectados e sua integra\u00e7\u00e3o em estrat\u00e9gias de marketing omnichannel, criando novos formatos comunicacionais e pontos de contato com o consumidor. Estudos sobre ubiquidade, pervasividade e tecnologias comunicacionais imersivas como realidade aumentada, realidade virtual, wearables e dispositivos m\u00f3veis, investigando suas rela\u00e7\u00f5es e potencialidades para experi\u00eancias de marca contextuais, imediatas e personalizadas no marketing contempor\u00e2neo.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/ricardo-limongi.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Prof. Dr. Ricardo Limongi - UFG\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Prof. Dr. Ricardo Limongi - UFG<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/larissa-raposo.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder: Profa. Dra. Larissa Raposo - FEI  ESPM\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder: Profa. Dra. Larissa Raposo - FEI  ESPM<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/carolina.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Profa. Dra. Carolina Redolfi - Brookes\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Profa. Dra. Carolina Redolfi - Brookes<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-6\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-6\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-6\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t6. Varejo e Opera\u00e7\u00f5es em Marketing: Perspectivas Locais e Globais\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-6\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-6\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p> Este track convida trabalhos que investiguem fen\u00f4menos de varejo, opera\u00e7\u00f5es de marketing bem como marketing internacional, incluindo ambientes multiculturais, comparativos ou espec\u00edficos de um \u00fanico pa\u00eds, independentemente da abordagem metodol\u00f3gica empregada. S\u00e3o bem-vindas pesquisas que abordem temas relacionados \u00e0 gest\u00e3o, t\u00e1ticas de marketing, transforma\u00e7\u00f5es tecnol\u00f3gicas e digitais, comportamento do consumidor aplicado neste track, fideliza\u00e7\u00e3o, design de loja, canais de distribui\u00e7\u00e3o, franchising e rela\u00e7\u00f5es entre varejistas e demais participantes da cadeia de suprimentos. Tamb\u00e9m incentivamos trabalhos que desenvolvam e testem teorias sobre fen\u00f4menos de marketing em diferentes contextos institucionais, culturais e econ\u00f4micos, sejam eles locais, transnacionais ou transculturais. Estudos que examinem o marketing em, para e a partir de economias emergentes ou em transi\u00e7\u00e3o s\u00e3o fortemente encorajados, especialmente aqueles que exploram como pr\u00e1ticas de marketing s\u00e3o influenciadas \u2014 e tamb\u00e9m influenciam \u2014 as especificidades econ\u00f4micas, estruturais e culturais desses mercados.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/evandro.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Prof. Dr. Evandro Luiz Lopes - ESPM\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Prof. Dr. Evandro Luiz Lopes - ESPM<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/roberto-flores-falcao.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder: Prof. Dr. Roberto Flores Falc\u00e3o - UNIALFA\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder: Prof. Dr. Roberto Flores Falc\u00e3o - UNIALFA<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Diogo-Hildebrand-Baruch-College.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Prof. Dr. Diogo Hildebrand - Baruch College\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Prof. Dr. Diogo Hildebrand - Baruch College<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-7\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-7\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-7\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t7. M\u00e9todos quantitativos, uso de IA e experimentos\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-7\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-7\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>Procuramos trabalhos que explorem m\u00e9todos rigorosos para responder perguntas relevantes de marketing: desde modelos estat\u00edsticos avan\u00e7ados e machine learning, at\u00e9 experimentos comportamentais e an\u00e1lises de grandes bases de dados. Estudos que usem fontes de dados como redes sociais, texto, \u00e1udio, v\u00eddeo ou sensores s\u00e3o altamente encorajados. Se sua pesquisa busca explicar ou prever fen\u00f4menos de marketing por meio de modelagem quantitativa, este track foi feito para voc\u00ea<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/dirceu-da-silva.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"L\u00edder: Prof. Dr. Dirceu da Silva - UNICAMP\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>L\u00edder: Prof. Dr. Dirceu da Silva - UNICAMP<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/claudia-simoes.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-l\u00edder Internacional: Profa. Dra. Cl\u00e1udia Maria Neves Sim\u00f5es - Uni Minho\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-l\u00edder Internacional: Profa. Dra. Cl\u00e1udia Maria Neves Sim\u00f5es - Uni Minho<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":9,"menu_order":80,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"tpgb_global_settings":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-17","page","type-page","status-publish","hentry"],"acf":{"coordenadores":[{"titulo":"Coordenador:","nome":"Prof. Dr. Guilherme Farias Shiraishi ","instituicao":"FEA-USP","imagem":34906},{"titulo":"Coordenadora:","nome":"Profa. Dra. Suzane Strehlau","instituicao":"ESPM","imagem":34903}],"audio_da_coordenacao":"","temas":[{"tema_nome":"Comportamento do Consumidor","tema_descricao":"O tema contempla investiga\u00e7\u00f5es emp\u00edricas e reflex\u00f5es te\u00f3ricas concernentes \u00e0 complexidade do comportamento do consumidor mediante uma abordagem interdisciplinar que integre as dimens\u00f5es sociol\u00f3gica, antropol\u00f3gica, econ\u00f4mica, psicol\u00f3gica e biol\u00f3gica. Particular relev\u00e2ncia \u00e9 conferida aos estudos que investiguem os processos decis\u00f3rios, as disposi\u00e7\u00f5es atitudinais, os valores, os motivadores e os tra\u00e7os de personalidade que modulam as escolhas do indiv\u00edduo, bem como a din\u00e2mica do processamento informacional e os multifacetados aspectos das influ\u00eancias\u00a0contextuais.","audio":"","lideres":[{"lider_nome":"L\u00edder: Prof. Dr. Macelo Moll Brand\u00e3o - UFES","lider_foto":35370},{"lider_nome":"Co-l\u00edder: Profa. Dra. Ana Julia B\u00fcttner - ESPM","lider_foto":35371},{"lider_nome":"Co-l\u00edder Internacional: Profa. Dra. Beatriz Pereira - Monash University em Melbourne","lider_foto":35372},{"lider_nome":"Co-l\u00edder Internacional: Profa. Dra. Helena Nobre - Universidade de Aveiro ","lider_foto":35373}]},{"tema_nome":"Cultura e Consumo","tema_descricao":"O tema abrange discuss\u00f5es sobre o consumo em uma perspectiva social e cultural, as quais s\u00e3o articuladas campos do conhecimento como Antropologia, Sociologia, Estudos da Linguagem, Estudos Culturais, entre outros. Ganham destaque relatos de pesquisas nos quais figuram a interlocu\u00e7\u00e3o entre quest\u00f5es relativas \u00e0s influ\u00eancias, \u00e0s pr\u00e1ticas do consumo, bem como identidade social, comunidades de consumo e apropria\u00e7\u00e3o de significados em diferentes contextos da sociedade atual. Al\u00e9m disso, tamb\u00e9m contempla discuss\u00f5es aderentes ao campo da CCT - Consumer Culture Theory.","audio":"","lideres":[{"lider_nome":"L\u00edder: Prof. Dr. Marcelo de Rezende Pinto - PUC MG","lider_foto":35379},{"lider_nome":"Co-l\u00edder Internacional: Profa. Dra. Luciana Velloso de Souza Ara\u00fajo - Goldsmiths, University of London","lider_foto":35376}]},{"tema_nome":"Marketing e Sociedade","tema_descricao":"O tema contempla discuss\u00f5es sobre os impactos positivos e negativos das pr\u00e1ticas de marketing na sociedade, destacando pesquisas sobre \u00e9tica em marketing, consumo consciente, sustent\u00e1vel e colaborativo, resist\u00eancia ao consumo, consumismo, bem-estar do consumidor (eudaimonic well-being and subjective happiness), qualidade de vida subjetiva, vulnerabilidade do consumidor, diversidade e inclus\u00e3o. S\u00e3o abordadas tamb\u00e9m as contribui\u00e7\u00f5es da Transformative Consumer Research (TCR) e da Transformative Service Research (TSR), bem como as externalidades das atividades de marketing e os dilemas e desafios que permeiam as rela\u00e7\u00f5es de consumo e o mercado.","audio":"","lideres":[{"lider_nome":"L\u00edder: Prof. Dr. Nelsio Rodrigues de Abreu - UFPB","lider_foto":35381},{"lider_nome":"Co-l\u00edder: Profa. Dra. Renata Francisco Baldanza - UFPB","lider_foto":35382},{"lider_nome":"Co-l\u00edder Internacional: Prof. Dr. Leonor Lopes Borges Vacas de Carvalho - UNI EVORA","lider_foto":35383}]},{"tema_nome":"Marcas","tema_descricao":"A trilha acolhe pesquisas que explorem o papel, os desafios e as transforma\u00e7\u00f5es das marcas na sociedade contempor\u00e2nea. S\u00e3o bem-vindos estudos te\u00f3ricos e emp\u00edricos sobre identidade de marca, gest\u00e3o e prop\u00f3sito de marca, brand equity, experi\u00eancias e narrativas de marca, al\u00e9m de abordagens emergentes como an\u00e1lise de sentimentos, etnografias digitais e intelig\u00eancia artificial. Valorizam-se perspectivas interdisciplinares e metodologias diversas \u2014 qualitativas, quantitativas ou mistas \u2014 desde que tenham a marca como elemento central de an\u00e1lise.","audio":20497,"lideres":[{"lider_nome":"L\u00edder: Profa. Dra. Vivian Iara Strehlau - ESPM","lider_foto":35385},{"lider_nome":"Co-l\u00edder Internacional: Profa. Dra. Miriam Salomao - IPAM","lider_foto":35386}]},{"tema_nome":"Redes Sociais Mediadas, Ambientes e Dispositivos Digitais","tema_descricao":"Estudos sobre redes sociais mediadas, incluindo plataformas como TikTok, Instagram, Twitter, LinkedIn e outras emergentes, analisando padr\u00f5es de engajamento digital, comportamento de consumo e impactos mercadol\u00f3gicos em diversos segmentos. Teorias advindas de estudos sobre a cultura digital contempor\u00e2nea e suas rela\u00e7\u00f5es com estrat\u00e9gias de marketing, constru\u00e7\u00e3o de comunidades online e transforma\u00e7\u00e3o do comportamento de consumo. Olhares sobre as cidades inteligentes (smart cities) e os ambientes h\u00edbridos (f\u00edsico-digitais), explorando potencialidades para marketing contextual, experi\u00eancias locativas e novos formatos de consumo urbano conectado. An\u00e1lise de como a intelig\u00eancia artificial e algoritmos de aprendizado de m\u00e1quina v\u00eam sendo aplicados no marketing preditivo, personaliza\u00e7\u00e3o, automa\u00e7\u00e3o de processos e cria\u00e7\u00e3o de conte\u00fado, avaliando os impactos \u00e9ticos, sociais e mercadol\u00f3gicos para consumidores e empresas. Internet das coisas (IoT), dispositivos conectados e sua integra\u00e7\u00e3o em estrat\u00e9gias de marketing omnichannel, criando novos formatos comunicacionais e pontos de contato com o consumidor. Estudos sobre ubiquidade, pervasividade e tecnologias comunicacionais imersivas como realidade aumentada, realidade virtual, wearables e dispositivos m\u00f3veis, investigando suas rela\u00e7\u00f5es e potencialidades para experi\u00eancias de marca contextuais, imediatas e personalizadas no marketing contempor\u00e2neo.","audio":"","lideres":[{"lider_nome":"L\u00edder: Prof. Dr. Ricardo Limongi - UFG","lider_foto":35388},{"lider_nome":"Co-l\u00edder: Profa. Dra. Larissa Raposo - FEI  ESPM","lider_foto":35389},{"lider_nome":"Co-l\u00edder Internacional: Profa. Dra. Carolina Redolfi - Brookes","lider_foto":35390}]},{"tema_nome":"Varejo e Opera\u00e7\u00f5es em Marketing: Perspectivas Locais e Globais","tema_descricao":" Este track convida trabalhos que investiguem fen\u00f4menos de varejo, opera\u00e7\u00f5es de marketing bem como marketing internacional, incluindo ambientes multiculturais, comparativos ou espec\u00edficos de um \u00fanico pa\u00eds, independentemente da abordagem metodol\u00f3gica empregada. S\u00e3o bem-vindas pesquisas que abordem temas relacionados \u00e0 gest\u00e3o, t\u00e1ticas de marketing, transforma\u00e7\u00f5es tecnol\u00f3gicas e digitais, comportamento do consumidor aplicado neste track, fideliza\u00e7\u00e3o, design de loja, canais de distribui\u00e7\u00e3o, franchising e rela\u00e7\u00f5es entre varejistas e demais participantes da cadeia de suprimentos. Tamb\u00e9m incentivamos trabalhos que desenvolvam e testem teorias sobre fen\u00f4menos de marketing em diferentes contextos institucionais, culturais e econ\u00f4micos, sejam eles locais, transnacionais ou transculturais. Estudos que examinem o marketing em, para e a partir de economias emergentes ou em transi\u00e7\u00e3o s\u00e3o fortemente encorajados, especialmente aqueles que exploram como pr\u00e1ticas de marketing s\u00e3o influenciadas \u2014 e tamb\u00e9m influenciam \u2014 as especificidades econ\u00f4micas, estruturais e culturais desses mercados.","audio":"","lideres":[{"lider_nome":"L\u00edder: Prof. Dr. Evandro Luiz Lopes - ESPM","lider_foto":35392},{"lider_nome":"Co-l\u00edder: Prof. Dr. Roberto Flores Falc\u00e3o - UNIALFA","lider_foto":35393},{"lider_nome":"Co-l\u00edder Internacional: Prof. Dr. Diogo Hildebrand - Baruch College","lider_foto":35394}]},{"tema_nome":"M\u00e9todos quantitativos, uso de IA e experimentos","tema_descricao":"Procuramos trabalhos que explorem m\u00e9todos rigorosos para responder perguntas relevantes de marketing: desde modelos estat\u00edsticos avan\u00e7ados e machine learning, at\u00e9 experimentos comportamentais e an\u00e1lises de grandes bases de dados. 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