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This research investigates and conceptualizes non-dyadic human–robot interactions (HRI).

The authors conducted a netnographic study of the Facebook group called “iRobot – Roomba,” an online brand community dedicated to Roomba vacuums. Their data analysis employed an abductive approach, which extended the grounded theory method.

Dyadic portrayals of human–robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots.

The present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach.

If managers do not have a proper assessment of human–robot interactions that considers different actants and their role in the socio-technical arrangement, they will find it more challenging to design and suggest new consumption experiences.

Unlike most previous marketing and consumer research on human–robot interactions, we show that different actants exert agency in different ways, at different times and with different socio-technical arrangements.

The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.

A netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology.

The dynamics of engagement relies on two types of practices: those that comprise the actions of tweeting, retweeting, replying to, mentioning and liking messages from and about the São Paulo FC soccer club profile and those derived from the proposition of Hollebeek et al. (2017). Given the dynamics of Twitter, some practices have performed differently than the original proposal, resulting in a slight adaptation of the framework.

Given the length and the netnographic nature of this study, its findings should be considered exploratory. Future studies can build upon the ideas presented here by researching different contexts and focal objects of engagement.

This paper provides the refinement of social media strategies and content development to make them more efficient and to establish a relevant communication channel with audiences. This knowledge can contribute to a better understanding of goals and metrics.

This paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context.

This paper aims to investigate the relationship between market orientation (MO) and stakeholder orientation (SO) in sustainable corporate performance, with a focus on environmental, social and governance (ESG) results.

This research is operationalized by way of a structural equation model (SEM) involving 208 energy companies and covering a worldwide context. Primary data relating to MO and SO were collected by survey questionnaire, while secondary data on sustainable performance were collected from the Global Reporting Initiative (GRI) sustainability report.

The results reveal that SO not only enhances strategic positioning and activities linked to market intelligence, but also serves as a determining factor of superior performance. The findings provide new insights into how MO is connected with sustainable corporate performance.

The impact of this study leads to improvements in planning marketing and in market intelligence process, which are essential activities of managers and marketing planners. There are also implications for other organizational processes. The authors point out the relevance including multi-stakeholders, whose impact is perceived in the organization's results, and improving relations with them.

The authors' first contribution is empirically examining organizational competence with regard to the MO and marketing intelligence that have the greatest impact on sustainable performance. Second, the authors operationalized the SO construct, which until then had been treated in isolation in the literature.

This paper aims to analyze how the internationalization process of Brazilian microbreweries takes place, especially in factors of propensity to internationalization, competition and survival in the national and international market.

The authors adopted qualitative approach research, using a multiple case study strategy, analyzing seven Brazilian craft breweries. The authors developed this study through documentary research, semi-structured interviews and nonparticipant observation.

The research findings made it possible to characterize the internationalization process motivated by the background and international experience of entrepreneurs that adopted different strategies for expansion in the international market. The authors noticed that the networks developed in production partnerships, festivals and international missions represent an increase in the ease of internationalization and helps to reduce the risk perception.

The contributions refer to the conjecture that the born global's evolution related to the high competitiveness of the market is influenced by the international background of the founders and by the influence of the international network, overcoming institutional and market challenges in emerging countries, assuming risks associated with rapid and early entry into the international arena.

The paper is potentially useful for managerial practice and policymakers by providing insights into the characteristics of entrepreneurs and companies considering their propensity to internationalize, presenting how entrepreneurs and managers can seek resources and develop their skills and capacities to manage such companies and processes of internationalization.

The research is presented as a complementary study to the limited number of studies examining born globals from emerging markets, also challenging the arguments of the dominant theory regarding gradual and nonlinear internationalization.

The purpose of this paper is to identify how a city as a brand discursively conceives and articulates relevant meanings in order to build its identity.

The study follows a discursive semiotic approach using content from the Visit.Rio website and posts from its Facebook page.

It was possible to organize the values and meanings that structure the Rio de Janeiro brand in the semiotic square. Narrative schemes that concretize the value proposition guided mainly by contemplation and experimentation situations were identified. The discursive construction of the Rio de Janeiro brand is primarily marked by the relation between nature and culture, where contrasting meanings are explored by the City Hall managers.

This study is limited to the analysis of the enunciator (Rio de Janeiro brand managers) in their process of creating and articulating the city’s meanings. Future research could investigate the enunciate (public) perspective.

Managers should consider the discursive approach since it provides a more holistic perspective on the brand-building process. The findings may contribute to the understanding, selection and articulation of the correct meanings that should be communicated to the public in order to make the city a relevant and desirable place to visit.

This paper is based on the concept of a brand as a set of discourses grounded by meanings that are culturally conceived, which, thus, presents itself as a different approach from the traditional one, especially in research on place branding.

Based on the conceptual model of consumer engagement in a virtual brand community, this study aims to investigate this phenomenon and gauges the validity of the model’s assumptions in the context of a Facebook fan page.

The interactions between L’Oréal Paris Brazil and the members of its virtual community were collected for three months using a netnographic approach. The data of these interactions were evaluated using content analysis techniques.

The dimensions, processes and sub-processes of the conceptual model of consumer engagement, as proposed in the literature, were confirmed. Furthermore, the results reinforce the perspective that simple participation or involvement does not presume engagement, which reflects a complex psychological state dependent on the context and requiring previous and subsequent processes to manifest.

The findings were based on an examination of a high-end beauty product brand’s Facebook page. Nevertheless, these findings are not necessarily limited to high-end context consumers. Larger scale research (i.e. involving wider product categories) could endorse the underlying theoretical model of engagement.

The study contributes to understanding the dynamics of how brands build relationships with consumers through social media and confirms the dynamics of the engagement concept and its role as a tool to increase brand value and competitive advantage.

This study contributes to the field by bridging the knowledge gap concerning consumer engagement in a social media context with practical and empirical evidence.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.