Resumo

BALDI, Vania  e  COSTA, Marx Furtado. iPhone: a juicy piece of meat. OBS* [online]. 2015, vol.9, n.4, pp.159-171. ISSN 1646-5954.

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.

Palavras-chave : Virtual Communities; Apple; Fetishism Technology; Consumer Behavior.

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