https://repositorio.ufpb.br/jspui/handle/123456789/11097 Wed, 21 Oct 2026 14:09:00 GMT 2026-10-21T14:09:00Z http://repositorio.ufpb.br:443/jspui/retrieve/126809/LOGO ADMINISTRAÇÃO CCSA.png https://repositorio.ufpb.br/jspui/handle/123456789/11097 https://repositorio.ufpb.br/jspui/handle/123456789/39520 Título: Plano de negócios: projeto de expansão comercial: unidade de caixas de papelão a pronta entrega Autor(es): Gomes, Joao Lucas Marinho Orientador: Valverde, Jéssica Monteiro Abstract: No abstract. Editor: Universidade Federal da Paraíba Tipo: TCC Fri, 31 Jul 2026 00:00:00 GMT https://repositorio.ufpb.br/jspui/handle/123456789/39520 2026-07-31T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/39519 Título: "Entre a Cruz e a Espada": um estudo sobre o posicionamento ideológico das marcas e o comportamento de consumo de cristãos conservadores e pessoas sem religião Autor(es): Sousa, Joyce Kelly Silva de Orientador: Medeiros, Fabiana Gama de Abstract: Starting from the context of Brazilian sociocultural polarization, in which consumption operates as a tool for negotiation between tradition and modernity, this study aimed to understand how conservative Christian consumers, non-religious consumers, and brand representatives perceive the ideological positioning of companies and its repercussions on consumption behavior, focusing on brands whose positioning is linked to social, moral, and/or religious issues. This qualitative study was conducted through semi-structured interviews with 11 participants selected through non-probabilistic sampling, using a snowball technique, comprising four practicing Christians, five non-religious individuals, and two brand representatives, analyzed using the categorical content analysis technique. The results indicate that, among conservatives, factors such as price and quality prevail, so that loyalty to personal belief rarely translates into consumer boycotts, since this group does not typically research a brand's moral positioning beforehand, although it remains more susceptible to religious influence in defining moral values. In contrast, among non-religious individuals with secular spirituality, a group composed mostly of young people, social responsibility and the brand's ideological alignment function as more decisive factors for loyalty or disruption. Among brand representatives, a divergence emerged between neutrality and engagement as legitimate strategies, both grounded in a shared demand for consistency between discourse and practice. The findings were also interpreted in light of social identity theory, showing that religiosity, or its absence, shapes symbolic consumption criteria in distinct ways, without necessarily determining actual purchasing behavior. Editor: Universidade Federal da Paraíba Tipo: TCC Mon, 03 Aug 2026 00:00:00 GMT https://repositorio.ufpb.br/jspui/handle/123456789/39519 2026-08-03T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/39518 Título: Jornada do cliente e análise de dados: uma proposta para geração de insights estratégicos na SEA Offices Autor(es): Feitosa, Júlia Pacífico Orientador: Medeiros, Fabiana Gama de Abstract: Digital transformation and the increasing use of Artificial Intelligence have reinforced the importance of strategically managing the data generated throughout the customer journey, making such information essential for supporting organizational decision-making. In this context, this study aimed to analyze the current customer journey structure at SEA Offices and, based on the literature on customer journey, data analysis, and Artificial Intelligence, propose improvements to enhance the collection, organization, analysis, and strategic use of data generated throughout the customer experience. To achieve this objective, a case study was conducted at SEA Offices through an interview with one of the company's partners, observation of organizational processes, analysis of the company's proprietary system, internal documents, and a bibliographic review. The findings revealed that, although the company has structured processes and makes use of technological tools in its daily operations, the data generated throughout the customer journey are still used predominantly for operational purposes, limiting their strategic potential. Based on the diagnosis, a proposal was developed for a data-driven customer journey management approach, including the redesign of the customer journey, the definition of the data to be collected at each stage, the establishment of performance indicators, the consolidation of information into a management dashboard, and the application of Artificial Intelligence resources to support data interpretation and the generation of strategic insights. It is concluded that the proposed solution is compatible with the operational reality of SEA Offices and demonstrates how the integration of customer journey management, data analysis, and Artificial Intelligence can strengthen organizational management and support more strategic and assertive decision-making. Editor: Universidade Federal da Paraíba Tipo: TCC Mon, 03 Aug 2026 00:00:00 GMT https://repositorio.ufpb.br/jspui/handle/123456789/39518 2026-08-03T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/39517 Título: Espelho, espelho meu: qual a insegurança que a internet me deu? : uma análise sobre a influência das redes sociais no comportamento de consumo de jovens mulheres Autor(es): Alexandre, Júlia Silva Orientador: Medeiros, Fabiana Gama de Abstract: Social media plays a fundamental role in the daily lives of the population, especially among young Brazilian women, influencing the way they communicate, consume, and construct their perception of themselves. This research aimed to analyze how exposure to social media relates to the intensification of insecurities associated with appearance among young women from the city of João Pessoa (PB), in addition to investigating its main impacts on the consumption behavior of beauty products. The research, of a qualitative and exploratory nature, was conducted through semi-structured interviews with ten consumers of cosmetics, aged between 15 and 21 years, selected through convenience and snowball sampling methods. The data, organized into five categories, were analyzed based on the content analysis technique proposed by Bardin (2016). The results suggest that exposure to social media is related to processes of social comparison, self-image construction, and the intensification of appearance-related insecurities, as well as being associated with the emergence of consumption desires and needs perceived by the participants. Overall, the accounts indicate that the use of social media is associated with relevant impacts on self-image and on the consumption behavior of the interviewed participants. Editor: Universidade Federal da Paraíba Tipo: TCC Mon, 03 Aug 2026 00:00:00 GMT https://repositorio.ufpb.br/jspui/handle/123456789/39517 2026-08-03T00:00:00Z