NOSTALGIA E CONSUMO : O IMPACTO DIRETO NA INTENÇÃO DE COMPRA E O DEBATE SOBRE A CONEXÃO SOCIAL

Thyciane Santos  Oliveira; Marcio de Oliveira Mota

Authors

Thyciane Santos Oliveira Universidade Estadual do Piauí/doutoranda https://orcid.org/0000-0002-6966-4986
Marcio de Oliveira Mota Universidade Estadual do Ceará - UECE/Professor https://orcid.org/0000-0002-7725-3335

Keywords:

Nostalgia, Conexão Social, Intenção de Compra, Mediação

Abstract

Nostalgia, an emotional phenomenon that connects individuals to their past memories, has been explored as a strong influence on consumer behavior. This study investigates the mediation of social connection in the relationship between nostalgia and purchase intention, as well as how this mediation is influenced by consumers’ gender. A quantitative approach was adopted, with data collected from 279 participants through a structured questionnaire and analyzed using moderated mediation models. The results indicate that nostalgia has a direct effect on purchase intention; however, social connection did not significantly mediate this relationship. Furthermore, no significant differences were found regarding gender moderation in the way social connection influences purchase intention. This study contributes to the marketing literature by elucidating the direct role of nostalgia in consumer decision-making, while challenging the assumption that social connection is a necessary mediator in this process. From a managerial perspective, this understanding can help companies develop strategies that maximize consumer engagement and conversion through nostalgia, especially in an increasingly saturated and competitive market environment. Future research is encouraged to explore other potential mediators and to employ more gender-balanced samples to enhance the generalizability of the findings.

Author Biographies

Thyciane Santos Oliveira, Universidade Estadual do Piauí/doutoranda

Doutoranda em Administração pela Universidade Estadual do Ceará (UECE). Possui Mestrado em Administração de Empresas pela Universidade Potiguar (UNP). Especialização em Gestão de Marketing pelo Centro Universitário SENAC/SP e Graduação em Administração de Empresas pelo Centro Universitário Estácio de Sá. É professora efetiva da Universidade Estadual do Piauí (UESPI) e exerceu o cargo de professora substituta na Universidade Federal do Piauí (UFPI) por dois anos. Possui vasta experiência em cargos de gestão, onde atuou durante 9 anos em grandes empresas nacionais e multinacionais do setor bancário. Desenvolve e possui interesse em pesquisas relacionadas aos seguintes temas: Marketing e Comportamento do consumidor.

Marcio de Oliveira Mota, Universidade Estadual do Ceará - UECE/Professor

Professor do Corpo Permanente do Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará - UECE. Coordenador do PPGA/UECE. Professor do Corpo Permanente do Mestrado Profissional em Gestão em Saúde - MEPGES. Vice-Coordenador do MEPGES. Professor Associado. Possui pós-doutorado pela EAESP-FGV, doutorado em Administração de Empresas pela Universidade de Fortaleza - Unifor, com Doutorado Sanduíche de 12 meses pela University of Manitoba, Canadá. Possui dois mestrados (profissional e acadêmico) em Administração pela Universidade Estadual do Ceará-UECE. Possui especialização em Marketing (UECE), especialização em Tecnologia em Internet pela Advanced School of Internet Technology (UFRJ) e especialização em Gestão de Planos de Saúde. É graduado em Administração de Empresas (UECE). É professor do Programa de International Business da Aalto University, Finlândia e foi Professor Visitante da University of Manitoba, Canadá. É coordenador do Curso de Especialização em Gestão Pública UECE/UAB. É Avaliador do INEP BASis para cursos de Administração. Possui artigos premiados e publicados em periódicos e anais de eventos nacionais e internacionais. Coordena o GESTIC, Laboratório de Inovação em Tecnologia na UECE e o Q2Lab, Laboratório de Pesquisas Avançadas em Ciências de Dados pelo Idesco. É revisor de diversos periódicos e conferências nacionais e internacionais. Tem experiência na área de Administração, com ênfase em Marketing e Métodos Quantitativos Aplicados à Administração, atuando principalmente nos seguintes temas: Comportamento do Consumidor, Marketing de Relacionamento, Marketing de Serviços, Marketing Internacional, Pesquisa Transcultural e Experimental, Negócios Internacionais, Gestão em Saúde e Machine Learning e Inteligência Artificial em Business Analytics.

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