POR QUE OS JOGADORES DE FORTNITE COMPRAM ITENS VIRTUAIS COSMÉTICOS? IMPLICAÇÕES PARA A GESTÃO DE MARKETING.

WHY FORTNITE PLAYS BUY SKINS? MARKETING IMPLICATIONS.

Autores

DOI:

https://doi.org/10.33362/visao.v12i2.3148

Resumo

Esta pesquisa tem como objetivo, analisar as motivações que influenciam os gamers a consumirem skins cosméticas no jogo Fortnite, no Brasil. Os dados foram coletados por meio de entrevistas online, com jogadores selecionados do grupo Fortnite Brasil da rede social Facebook, com questões sobre motivações de consumo, além da técnica de análise de conteúdo qualitativa. Observou-se a presença de todos os fatores, funcionais, hedônicos e sociais, sendo que a variável de reciprocidade e de aumentar a longevidade no jogo foi pouco percebida. Além disso, identificou-se que os jogadores atuais também consomem esses itens como formas de investimento.

Palavras-Chave: Itens virtuais cosméticos. Skins. Motivações de consumo. Marketing. Fortnite.

 

Abstract: This research aims to analyse the motivations that influence gamers to consume skins in Fortnite, in Brazil. Data were collected through online interviews with selected players from the Fortnite Brazil group on Facebook, with consuming motivations questions, in addition to the technique of qualitative content analysis. The presence of all factors, functional, hedonic and social, was observed, and the variable of reciprocity and increasing longevity of the game were little perceived. In addition, it was identified that current players also consume and see these items as a form of investment.

Keywords: Cosmetic Virtual Itens. Skins. Consuming Motivations. Marketing. Fortnite.

Biografia do Autor

Anderson Pacheco, UDESC

Doutor. Departamento de Governança Pública. UDESC.

Lucas Vinicius Borba

Bacharel. Administração. UNIFEBE.

Karin Vieira da Silva, UDESC

Doutora. Departamento de Administração Pública. UDESC.

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2023-08-01

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PACHECO, A.; BORBA, L. V.; VIEIRA DA SILVA, K. POR QUE OS JOGADORES DE FORTNITE COMPRAM ITENS VIRTUAIS COSMÉTICOS? IMPLICAÇÕES PARA A GESTÃO DE MARKETING.: WHY FORTNITE PLAYS BUY SKINS? MARKETING IMPLICATIONS. Revista Visão: Gestão Organizacional, Caçador (SC), Brasil, v. 12, n. 2, p. e3148-e3148, 2023. DOI: 10.33362/visao.v12i2.3148. Disponível em: https://periodicos.uniarp.edu.br/index.php/visao/article/view/3148. Acesso em: 18 abr. 2024.

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