Doctor in Business Administration - University of Sao Paulo - School of Management
RESEARCH, TEACHING, or OTHER INTERESTS
Marketing, Business and International Management, Tourism, Leisure and Hospitality Management
33
Scopus Publications
Scopus Publications
Transformative Service Research: knowledge structure of the field and directions for future research Karen Batista, Leonardo Ferreira Batista, Salomão Alencar de Farias, Ricardo Limongi, Nelsio Rodrigues de Abreu Revista Brasileira De Marketing, 2026 Objetivo: Este estudo analisa a produção científica da Transformative Service Research (TSR) para compreender o campo, identificando os principais autores, periódicos, temas emergentes, métodos e contexto de serviço abordados nas pesquisas. Metodologia: Foi realizada uma análise bibliométrica usando o pacote bibliometrix na linguagem R. A partir de uma pesquisa e filtragem do banco de dados Web of Science e Scopus, foram analisados 284 artigos publicados entre 2010 e 2023 na área de TSR. A análise de citações identificou autores influentes, estruturas intelectuais, conceituais e sociais da área com base em cocitação, análise de mapas conceituais e redes de colaboração entre autores. Na segunda etapa, foi realizada uma análise de conteúdo para identificar os principais métodos e contextos de serviço pesquisados na área de TSR. Contribuições teóricas/metodológicas: Os resultados identificaram os principais serviços investigados na pesquisa, demonstrando os serviços que os pesquisadores poderiam explorar para melhorar a prática de serviços transformativos. A TSR ainda é um campo em desenvolvimento, e este trabalho organiza a literatura existente, identificando temas/serviços/contextos pouco explorados e propondo uma agenda de pesquisa para incentivar pesquisas futuras. Relevância/Originalidade: Os resultados indicam que o número de artigos que usam TSR cresceu nos últimos cinco anos. Houve um foco em pesquisas sobre saúde e serviços financeiros. Foram identificados temas emergentes, como hospitalidade, sustentabilidade e discriminação e preponderância de estudos com abordagem qualitativa.
Exploring the Interplay Among Environmental Knowledge, Green Purchase Intention, and Pro-Environmental Behavior in Greenfluencing Scenarios: The Mediating Effect of Self-Congruity Marianny Jessica Brito de Silva, Maria Izabel Cordeiro de Lima, Mayara Dayane dos Santos, Anne Karolinne da Silva Santos, Marconi Freitas da Costa, et al. Sustainable Development, 2025 This study aims to understand how followers' perceptions of environmental knowledge conveyed by greenfluencers and mediated by real and ideal self‐congruence affects followers' intentions to make environmentally friendly purchases and engage in pro‐environmental behaviors. Employing a quantitative research approach, data were collected from 224 followers of greenfluencers through nonprobabilistic sampling. Structural equation modeling (SEM) was utilized for analysis. Contrary to prior assumptions, our findings indicate that ideal self‐congruity does not significantly predict pro‐environmental intentions or behaviors. However, real self‐congruence emerged as a significant mediator, influencing both pro‐environmental behavior and the intention to engage in green consumption. This research contributes to understanding virtual relationships involving greenfluencers by highlighting the importance of real self‐congruence in crafting persuasive content and selecting influencers for effective promotion of green brands. We conclude that the use of greenfluencers can indirectly encourage pro‐environmental actions, promoting sustainability objectives and ecological awareness in society.
Celebration Time: 20 Years of Brazilian Administration Review Tomás de Aquino Guimarães, Rogério Hermida Quintella, Jorge Manoel Teixeira Carneiro, Salomão Alencar de Farias, Carlo Gabriel Porto Bellini, et al. Bar Brazilian Administration Review, 2025
Endorsement on Instagram and cultural dimensions: an analysis of digital influencers Marianny Jessica de Brito Silva, Salomão Alencar de Farias, Claudine Julia Silva Bottom Line, 2023 Purpose The purpose of this study is to understand the individualism/collectivism and masculine/feminine cultural aspects presented in the endorsement content made and shared by digital influencers on Instagram. Design/methodology/approach The authors conducted a cross-cultural qualitative study, collecting endorsement posts published by six fitness mega-influencers from Brazil and the USA. A total of 147 posts were assessed through the semiotic analysis of still images. Findings The authors identified that, in collectivist and feminine cultures, endorsements focus on the emotional competence of the digital influencer and the content aims at interaction, whereas in individualistic and masculine cultures, the posts highlight the informational competence of the influencer and the content focuses on the endorser's self-promotion. Research limitations/implications This study examined only two of the Hofstede's six cultural dimensions, limiting its scope. However, this study established a model that shows that the appeal of content posted by the influencer depends on individualism–collectivism dimension and the post symbolism is a result of the masculinity–femininity dimension. This study also identified the spectrum of appeal in messages and the role of advertising in building the influencer's narrative. Practical implications The authors identified cultural traits as an important criterion of congruence when choosing a brand endorser and as an element that impacts the marketing communication strategy in a social media environment. Therefore, this study suggests that organizations consider the influencer's culture as a criterion for choosing endorsers, which will guide the digital content strategy suited to the campaign's target audience. Social implications This study emphasizes the illusory effectiveness of the internet in the search for convergence, establishing that the digital environment still requires socialization that brings feelings of cultural engagement, especially through new social actors arising from virtual media. Still on the social side, this study suggests the reflection of the economic characteristics of a country together with its cultural dimensions. Originality/value This study fills a research gap from previous studies that provide empirical evidence on the impacts of cultural differences on social media behaviors. This research adds the impact of the influencer in this virtual environment to restructure the communication and information model, mold it according to the culture, acting as indicators of social transformation resulting from technological advances. This research still innovates by proposing a new methodological approach for semiotic analysis in digital media.
Up, up and away! The metaphor of verticality and the moderating role of regulatory focus in price assessments Marconi Freitas da Costa, Claudio Felisoni de Angelo, Salomão Alencar de Farias Revista De Gestao, 2023 PurposeThe purpose of this study is to analyze the effects of the metaphor of verticality on how individuals assess prices, having regulatory focus as a moderator of this relationship.Design/methodology/approachTwo experiments were conducted with a 2 × 2 between-subjects design (metaphor of verticality: physically higher vs physically lower × regulatory focus: promotion vs prevention). The second study performed moderated mediation by incorporating the self-esteem variable.FindingsThe results show that the treatment group consisting of prevention-focused individuals who consider themselves physically higher assessed prices according to what was proposed for the study compared to the group consisting of promotion-focused individuals who consider themselves physically lower. Participants in Treatment Group 1 attributed the lowest prices to products, demanded more significant discounts to go to another store searching for a product and considered the prices more unfair.Originality/valueThe primary contribution of this study is to reveal that the position of one's body on the vertical axis influences their thoughts and, therefore, their decision-making in the scope of products and services prices. Moreover, regulatory focus can attenuate such effects.
International Business in an Accelerated VUCA World: Trends, Disruptions, and Coping Strategies Rutgers Business Review, 2021
The Body as a Brand in Social Media: Analyzing Digital Fitness Influencers as Product Endorsers Marianny Jessica de Brito Silva, Salomão Alencar de Farias, Michelle Helena Kovacs Grigg, Maria de Lourdes de Azevedo Barbosa Athenea Digital, 2021 New social actors have emerged with the social media. Among them, we highlighted the digital influencers, people who have millions of online followers, and induce them in favor or against products and brands to be consumed. Therefore, we aimed to analyze this endorsement process carried out by digital influencers in their online profiles, having as research field the fitness market that encourages people to evaluate and work tirelessly in their bodies. We used the Semiotic Image Analysis to investigate the postings of three Brazilian digital fitness influencers and identified four categories that configure the post format: body exposure, body extension, interaction between influencer and brand/product, and interaction between influencer and followers. By means of these categories, we identified that these influencers act as brand avatars, creating an intense link with these products, exposing their bodies in advertisements and extending the meanings of their good shape to endorsed goods and services.
The inescapable effects of superstition and sacrifice on crimes against wildlife Salomao A. de Farias Psychology and Marketing, 2020 This manuscript discusses crimes against wildlife through the lenses of two cultural perspectives: superstition and sacrifice. Why do people still buy/consume endangered animals/animal parts in current times? Whether for use in rituals, amulets, or culinary arts, wild animals are poached every day around the world. What can be done to change this reality? It is necessary to change the logic of “everybody's property is nobody's property,” The Tragedy of the Commons can shed light on this issue. An application of the current knowledge based on the reasons for the consumption of wild animals/wild animal products indicates that there is not a single solution to this problem. It is necessary to transform behavior as a result of education, which will lead to social change.
Who is going to save the Brazilian Amazon forest? Reflections on deforestation, wildlife eviction, and stewardship behavior Marianny J. B. Silva, Marconi F. da Costa, Salomão A. de Farias, Lilian S. O. Wanderley Psychology and Marketing, 2020 The Brazilian Amazon deforestation is the context for this article, approached as a crime against humanity and wildlife. Recently, Amazon forest fires have also worried most of the economically developed nations, generating criticism and demanding that the Brazilian Government be more active in preventing fires and deforestation. It is necessary to guarantee the wellbeing and health of millions of animal species that live in this habitat, avoiding their extinctions and encouraging the preservation of the forest and its inhabitants. Agribusiness, together with illegal timber trade, are blamed for most of the deforestation. In this paper, we present and discuss Brazilian Amazon deforestation data, addressing the role of agribusiness as dependent on good environmental governance. We argue how stewardship behavior needs to become a path to stop deforestation and wildlife eviction and we reflect on what marketers in Brazil and the world can do to better protect the Amazon rainforest. We conclude that the Government, companies, and society must be coresponsible for the protection of the Amazon rainforest through conservation transparency, dialogue, environmental awareness, and sustainability in production and consumption practices.
Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram Marianny Jessica de Brito Silva, Salomão Alencar de Farias, Michelle Kovacs Grigg, Maria de Lourdes de Azevedo Barbosa Journal of Relationship Marketing, 2020 The article aims to analyze the forms of engagement generated from the endorsement of products by digital influencers on Instagram, considering the characteristics of their online posts. A qualitative approach was used to investigate digital influencers’ posts based on semiotic image analysis and the critical incidents technique. The results reinforced that digital platforms enable distinct forms of engagement by establishing new configurations that affect relationship marketing and promotion strategies. In particular, on Instagram, the development of engagement can involve four participants who play different social roles, expanding the process of value co-creation.
Consumer behavior online: The perspective of the theory of flow Revista Brasileira De Gestao De Negocios, 2008
Information overload on e-commerce Rafael Lucian, Francisco Tigre Moura, André Falção Durão, Salomão Alencar Farias IFIP Advances in Information and Communication Technology, 2007
