POR QUE OS JOGADORES DE FORTNITE COMPRAM ITENS VIRTUAIS COSMÉTICOS? IMPLICAÇÕES PARA A GESTÃO DE MARKETING.: WHY FORTNITE PLAYS BUY SKINS? MARKETING IMPLICATIONS.

Anderson Pacheco; Lucas Vinicius Borba; Karin Vieira da Silva

doi:10.33362/visao.v12i2.3148

Authors

Anderson Pacheco UDESC https://orcid.org/0000-0001-7370-0954
Lucas Vinicius Borba https://orcid.org/0009-0009-1169-1197
Karin Vieira da Silva UDESC https://orcid.org/0000-0001-5970-0501

DOI:

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

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.

Author Biographies

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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