No abstract

This paper clarifies the definitions of the five different terms used by companies associated with Social Marketing in international journals. It reviews terms usually linked to social marketing practice, and discusses their different meanings for the sake of proper adoption by executives and scholars. The discussion is based on exploratory research and, as such, we adopted the literature review as the main approach of study. Two scientific databases were used in order to identify the most commonly used expressions, which were later reviewed and discussed, exploring their similarities, differences and relevance to the organizational environment. The conclusion is that Internal Marketing is directly related to employees and different stakeholders of the institution promoting or using this strategy or management philosophy, whereas Social Marketing is related to the changing behavior of the target markets.

The main objective of this study was to review the evolution and current concepts of experience marketing according to the main authors who were dedicated to the understanding of this field. The subject is part of the Marketing Science Institute Research Priorities, which points out the prevalence of studies for the marketing field. Although the subject is present in the national and international literature, there are few conceptual studies. Given the importance of the topic, this research proposes a form of understanding the phenomenon of experience marketing, exploring a conceptual approach based on the critical appreciation of concepts related to experience marketing adopting the dimensions proposed by Schmitt (1999, 2002, 2006, 2010) and the typology proposed by Lanier Junior and Rader (2015). The research considers that the level of explanatory capacity and the level of intentionality of an experiment may vary for each consumer in the same experiment. Experience marketing emerges as the new wave of contemporary marketing, and provides the most consumer loyalty and relationship, which are elements emphasized in this area of study.

The aim of this study is to evaluate the influence of time pressure on tourists or visitors interested in visiting the destinations of Aracaju/Sergipe (SE) and Salvador/Bahia (BA), when accessing information about tourist attractions. To achieve the proposed objective, a quantitative study was carried out using the experimental method, considering two situations. In Situation 1, the participants were asked to use TripAdvisor for five minutes, to look for information about attractions. In Situation 2, they were asked to access a specially developed and customized application, without any  time limit. To carry out the experiment, a scale of “intention to visit the destination” was elaborated and validated, considering the motivational variables of the model proposed by Swarbrooke & Horner (2016) and Schwartz’s (1994) theory of basic values. Two hundred fifteen interviews were conducted in the city of Aracaju and two hundred forty in the city of Salvador,  considering a non-probabilistic sample. It was observed that for the participants in Aracaju, tourist attractions related to the Value Hedonism were influenced by time pressure. For the participants in Salvador, the variables that stood out were the Values Tradition and Security.