Difusão da inovação no mercado erótico

Abstract

The purpose of this research is to identify how the process of diffusion of innovation in the erotic market occurs. To achieve this understanding, we sought to identify the innovations developed and adopted, understand the attributes of the diffusion process and analyze the diffusion attributes perceived by consumers. The object of study was By Nex, an online sex shop from the city of Aracaju/SE. In order to fulfill the purpose of this research, a single case study was carried out, with an exploratory nature and a qualitative approach. The study was divided into three stages, firstly an interview was carried out with the manager, then questionnaires were applied in a non-probabilistic way to the company's customers and finally document analysis took place. Evidence provided on social media, the store's website and blog was used as documents. As main results, it was verified that innovations in marketing are the ones that stand out most in the store, among them are interactions in public environments, such as parties, street markets, tourist attractions and also the approach of famous artists to present the erotic products sold. through the store. Regarding the attributes related to the diffusion process, it was verified that communication, at the same time as it is a primary factor for the diffusion of innovations, especially in online businesses such as By Nex, is also a critical factor for companies who work with issues involving sexuality. Due to the taboo that still permeates the topic, social networks restrict publications, not delivering the content to potential buyers or sometimes even removing it from the account. The difficulty in finding social influencers who agree to promote products related to the sexual well-being. The study also identified that the attributes related to the adoption process, relative advantage, compatibility, complexity, trialability and observability, were, for the most part, considered important in the decision to purchase/replace a given product with a more innovative one. The only exception is for the trialability attribute, where the majority of customers were neutral regarding the possibility of being able to try the product before purchasing.