PPGA https://repositorio.ufpb.br/jspui/handle/tede/3768 2026-11-03T20:07:45Z 2026-11-03T20:07:45Z Dantas, Gicele Fernandes Martins https://repositorio.ufpb.br/jspui/handle/123456789/39588 2026-10-21T06:10:41Z 2018-02-27T00:00:00Z

Título: A busca da identidade do campo de Sistema de Informação no Brasil Autor(es): Dantas, Gicele Fernandes Martins Orientador: Callado, Aldo Leonardo Cunha Abstract: The absence of sufficiently shared elements capable of delimiting the field of Information Systems (IS) may generate tensions that affect the education of its members, the boundaries of the field, and its processes of recognition and legitimation. In order to contribute to understanding the constitutive and characterizing elements of the IS field, this study aimed to analyze the identity of the IS field in Brazil. Based on the understanding that social identity is constructed through relationships established between individuals and groups, the study adopted as a strategy the analysis of field members’ perceptions of their trajectory, constitutive elements, and individual and collective characteristics, seeking to understand how these perceptions contribute to the construction of the social identity of IS in the Brazilian context. The research was developed in two independent and complementary stages. The first sought to understand the historical process through which the IS field was introduced in Brazil, considering the subcategories of process, institutions, roles, and international influences. The results of this stage highlighted the participation of different actors and institutions in the constitution of the field, particularly pioneer professors, academic and professional institutions, research groups, scientific events, and international relationships, which contributed to the introduction and institutionalization of IS in Brazil. The findings also revealed the influence of the doctoral education of pioneer scholars on the adoption and development of IS research lines in graduate programs in Business Administration, contributing to the interdisciplinary configuration that characterizes the field. The institutional consolidation of the field became more pronounced from the 1990s onward, accompanied by the expansion of researcher training, the creation and strengthening of research groups, the organization of scientific events, and the growth of academic production. The second stage focused on characterizing the individual and collective identity of the IS field in Brazil, considering members’ professional trajectories, their recognition of the field, the profile of IS professionals, educational processes, representative research topics, scientific events, perceptions of graduate programs, and the conceptual delineation of IS. The results revealed an institutionally structured field, yet marked by heterogeneity and tensions related to the delimitation of its collective identity. Members recognize the importance of Information Systems to organizations and the articulation among technology, people, and organizations, while also identifying weaknesses in professional education, a gap between theory and practice, recognition difficulties, and differences between predominantly technical education and academic production characterized by a more social and organizational orientation. The findings therefore suggest that interdisciplinarity constitutes both a strength and a source of tension for the delimitation and legitimation of the field. As a contribution, the study proposes the development of a collective research agenda and the expansion of spaces for discussion among field members, fostering reflection on its trajectory, constitutive elements, professional education, and relationship with practice, thereby strengthening shared references and the legitimation of IS in Brazil. Editor: Universidade Federal da Paraíba Tipo: Tese

2018-02-27T00:00:00Z Silva, Tamires Pereira da https://repositorio.ufpb.br/jspui/handle/123456789/39446 2026-10-06T06:12:18Z 2026-02-26T00:00:00Z

Título: Comunicação institucional do IFBA no Instagram : análise de estratégias de marketing voltadas ao engajamento da Geração Z Autor(es): Silva, Tamires Pereira da Orientador: Machado, André Gustavo Carvalho Abstract: This research aimed to analyze the institutional marketing strategies of the Instituto Federal da Bahia (IFBA) on Instagram and the engagement preferences of Generation Z, seeking to understand how institutional digital communication dialogues with the expectations and behaviors of students born between 1996 and 2012. The study took place in a context of digital transformation that redefines communication in the educational sector, where public institutions face the challenge of communicating effectively with young people who demand authenticity, accessible language, and coherent institutional positioning on social media. The specific objectives were to identify Generation Z's engagement preferences regarding institutional Instagram content; to describe the institutional marketing strategies implemented by IFBA on its Instagram profile; and to compare institutional strategies with Generation Z's preferences in order to identify points of convergence and divergence.The methodology was qualitative, exploratory, and descriptive, configured as a case study combining content analysis of 24 publications from IFBA's official profiles between May and October 2025, grounded in Bardin (2016), with 31 semi-structured interviews with Generation Z followers, analyzed through Orlandi's (2020) discursive perspective. The methodological triangulation between interviews and post analysis allowed for the empirical validation of participants' stated perceptions. The analytical organization departed from four theoretically defined a priori categories: cognitive, affective, and behavioral engagement, grounded in Hollebeek et al. (2014), and social engagement, based on Bowden and Mirzaei (2021). These categories structured the interview guide and oriented the initial data analysis. Throughout the empirical material exploration, seven additional categories emerged directly from participants' accounts, not previously anticipated by the literature: the captation paradox, anchorless navigation, frozen communication, the authenticity paradox, graduation invisibilization, digital atomization, and institutional affective neutrality.The results revealed a structural misalignment between institutional strategies and the expectations of the young audience, organized into seven themes: the captation paradox, showing that 23 of the 31 participants discovered the profile only after enrollment; anchorless navigation, with 19 participants reporting a superficial consumption pattern summarized in the expression “I just scroll through”; frozen communication, perceived as an “archaic” model reminiscent of a “2000s public agency”; the authenticity paradox, demonstrating that posts featuring student protagonism achieved significantly higher engagement than formal ones; graduation invisibilization, with zero posts about higher education in the analyzed corpus; digital atomization, expressed through the phrase “every one for themselves” by 27 of the 31 participants; and affective neutrality, with 24 participants reporting never having experienced a positive emotional moment related to the publications. The contributions span theoretical, methodological, practical, and social dimensions, offering transferable guidelines for the Federal Network of Professional and Technological Education. It is concluded that IFBA's communicational challenge lies in the persistence of a model that privileges institutional control of the message over communicational co-authorship with students, demanding a strategic repositioning that recognizes young people as co-authors of institutional communication. Editor: Universidade Federal da Paraíba Tipo: Dissertação

2026-02-26T00:00:00Z Barbosa, Maria Naftally Dantas https://repositorio.ufpb.br/jspui/handle/123456789/39443 2026-10-06T06:12:20Z 2026-02-26T00:00:00Z

Título: Self estendido no metaverso : a construção do eu e a autorrepresentação do consumidor em mundos virtuais Autor(es): Barbosa, Maria Naftally Dantas Orientador: Baldanza, Renata Francisco Abstract: Virtual worlds are environments geared towards entertainment, socialization, and commercial activities, where individuals increasingly use avatar-mediated communication as part of their social interactions. Thus, it can be observed that the metaverse is changing the dynamics of individuals' self-representations, highlighting the need to reassess the understanding of the self and its extensions in these virtual environments. In this context, this thesis argues that the construction of the virtual self and self-representation can contribute to consumer behavior in the metaverse, since the identity shaped by users influences their consumption choices, from the personalization of avatars to the purchase of virtual items that reflect their interests and aspirations. The overall objective of this research was to analyze how the construction of the virtual self, through the self-representation of avatars, contributes to consumer behavior in the metaverse. To achieve this objective, a qualitative research approach was used, employing the immersive netnography method to investigate the construction of virtual identity and the consumption relationships of users of the virtual world Avakin Life. Data collection was carried out using three distinct techniques: participant observation, interviews, and audiovisual analysis. Finally, the data were analyzed using thematic analysis with the support of the ATLAS.ti software. In total, 43 subjects participated in this study, through immersive and in- depth interviews. The research results show that the construction of the virtual self is strongly linked to the identities, tastes, values, and experiences of the real self, with the avatar being understood by many users as an extension of themselves. It was observed that the user/consumer-avatar identification directly influences consumption behavior in the virtual environment, especially through aesthetic personalization and the search for self-expression, pleasure, and social belonging. The motivations for purchasing virtual goods are associated with the search for social visibility, the personalization and aesthetics of avatars, content creation, and the adaptation of the avatar to the themes of events promoted on the platform. Furthermore, it was found that, in some cases, consumption and experiences lived in the virtual world transcend the limits of the platform, influencing preferences, behaviors, and purchasing decisions in the physical world, while other users demonstrate the ability to separate the two spheres. These findings reinforce the role of the metaverse as a space for identity experimentation and consumption, with impacts that can extend beyond the digital environment. In addition, this research expands and contributes to the literature by articulating discussions on self-representation, avatars, and consumption in the metaverse, highlighting how the construction of the virtual self guides purchasing behaviors in virtual environments. Editor: Universidade Federal da Paraíba Tipo: Tese

2026-02-26T00:00:00Z Silva, Gisele Fonseca de Aguiar https://repositorio.ufpb.br/jspui/handle/123456789/39418 2026-10-03T06:10:15Z 2026-03-19T00:00:00Z

Título: Sentimento do investidor e fundos imobiliários brasileiros: uma análise entre tijolo e papel Autor(es): Silva, Gisele Fonseca de Aguiar Orientador: Machado, Márcio André Veras Abstract: Based in the Investor Sentiment Theory proposed by Baker and Wurgler (2006), this dis- sertation aims to investigate the influence of investor sentiment on the pricing of Brazilian Real Estate Investment Funds (REITs), known as Fundos de Investimento Imobili´ario (FIIs). Investor sentiment theory establishes that aggregate beliefs not necessarily justified by econo- mic fundamentals may influence asset price formation, allowing temporary deviations from fundamental values. In this context, it is assumed that investor sentiment may be associated with divergences between the market price of FII shares and their respective net asset values per share (NAV), as well as with variations in the monthly returns of these assets. Addi- tionally, the study investigates whether the influence of investor sentiment differs between equity-based funds (tijolo) and mortgage-based funds (papel), considering the structural dif- ferences between these categories. The sample consists of Real Estate Investment Funds that were included in the theoretical portfolio of the IFIX index of B3 in at least one period between January 2018 and December 2024. The initial consolidation of data from Economa- tica resulted in 471 distinct Real Estate Investment Funds, totaling 17,573 observations in the analyzed period, organized as an unbalanced panel dataset. Investor sentiment was measured through an Aggregate Sentiment Index adapted to the FII market, constructed from market- related proxies and estimated using Principal Component Analysis. The dependent variables consist of the monthly returns of fund shares and the discount or premium relative to net asset value per share. Control variables related to risk and fund characteristics were incorporated into the analysis and the econometric analysis was conducted using panel data regression models. This dissertation contributes to the literature by applying investor sentiment theory to the Brazilian Real Estate Investment Fund market, which remains relatively underexplored from a behavioral perspective. Additionally, the study contributes by investigating the hete- rogeneous response to investor sentiment between equity-based and mortgage-based funds, expanding the understanding of price formation mechanisms in the Brazilian FII market. Editor: Universidade Federal da Paraíba Tipo: Dissertação

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