Postmodern society is characterised by consumers' hedonistic behaviours and values, in which experience consumption is a form of differentiation and social elevation. This study sought to understand consumers' online manifestations of boutique hotel experiences and individuals' motivations for engaging in electronic word-of-mouth. The research considered prior studies on experiential consumption, as well as publications focused on understanding postmodern individuals. Netnography was used to collect data on-and analysepost-consumption behaviours boutique hotels. Participant observation was conducted of the online manifestations of boutique hotel consumers' experiences. The research also included computermediated speech analysis, image analysis of virtually extracted data and discourse analysis of interviews with users identified from previous interactions and online postings. This study's approach was based on a different perspective than that of Pine and Gilmore's work, utilising instead the experience economy, postmodern consumer analysis and boutique hotel concepts. Observations revealed that exclusivity and privacy are central elements determining consumers' choice and definition of boutique hotels. However, online manifestations of experiences reveal exhibitionist and paradoxical behaviours.

The broader objective of this study was to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers from both Brazil and the USA. Cronbachs Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. It can be concluded that product placement varies markedly in the U.S. from Brazil based on the influence of a range of factors. In order for product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace.DOI: 10.5585/remark.v12i2.2507

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Despite the growth and economic relevance of electronic sports (eSports), the motivations of this type of media and entertainment consumption remain underexplored, particularly in scenarios in which traditional sports are a cultural element and an important influence in the lifestyle of the population. Thus, the main objective of this paper is to understand the drivers of electronic sports motivation for the Brazilian eSports audience, regarding their motivations to watch online matches. We performed a survey with 262 Brazilian eSports spectators, analyzing the results through Structural Equation Modeling. Findings revealed that that eSports consumption is driven by four main motivations, namely, novelty, escapism, aesthetic and vicarious achievement, being vicarious achievement the main driver of eSports consumption in Brazil. This study advances the understanding of the influence of culture in eSports consumption, exploring the antecedents of this kind of media entertainment and the role of motivations in the digital arena. This comprehension is paramount due to the increase of digital platforms, digital types of entertainment and the growth of eSports consumption worldwide.