Abstract
This article seeks to study the “Smart” paradigm in the field of communication, embodied in the relationship between identity design and local economy in micro, small and medium-sized enterprises (MSME's). The methodology adopted from the model of Quivy and van Campenhoudt (2003), as a method for the construction of the communication model of the Digital Identity in Local Economy (DILE), proposes the construction of this procedure in three phases, namely rupture, construction and verification. It also presents the preliminary conclusions of the present study, which demonstrate that Servitization is a new path in the context of local consumption.
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Notes
- 1.
The “Smart” concept is presented in the dissertation research, from A. G. Santos and J. B. Pereira.
- 2.
We interpret the triad proposed by A. G. Santos.
- 3.
The “tribal” concept is presented as a new paper on consumer desire and will in online and offline tribes, from A. G. Santos and J. B. Pereira.
- 4.
We interpret the dichotomy proposed by A. G. Santos.
- 5.
The “neophile” concept is presented as a desire for progress and an appetite for everything that is new, from A. G. Santos and J. B. Pereira.
- 6.
“Fear of missing out” syndrome (FOMO) is the psychological pathology that is produced by the fear of staying out of the technological world or not developing at the same pace as technology. Almost two-thirds of all social media users in the world suffer from FOMO.
- 7.
"YOLO" is an acronym for "you only live once". In the same vein as the Latin carpe diem, it is a call to live life to its fullest extent, even embracing behaviors that carry inherent risks. It became popular internet slang in 2012.
- 8.
High Tech refers to technology considered state-of-the-art or cutting-edge, that is, one that works with the latest technological innovations, or in their research.
- 9.
High Touch refers to the involvement of personal attention and service. In business, the term generally addresses situations where trust between customer and employee is required. High contact areas include: medicine, wealth management, real estate and legal, among others.
- 10.
The concept “emotional consumer” is presented as a desire and willingness to buy products with emotion, from A. G. Santos and J. B. Pereira.
- 11.
The concept “cognitive, affective and conative component” is presented as consumers think, feel and do, from A. G. Santos and J. B. Pereira.
- 12.
The concept “perceptive aspects, learning aspects and affective aspects” influences the impact of communication on consumer attitudes with credibility and attractiveness of the source on marketing messages with trust, experience and status, from A. G. Santos and J. B. Pereira.
- 13.
The concept “Smartneophile” is presented by the authors as a new category of consumer in the local economy, online and offline, in a neologism composed between the concept “Smart” and the neophilic concept, understood as the appetite for novelty.
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Santos, A.G., Pereira, J.B. (2023). The “Smart” Paradigm in the Field of Communication and Identity Design in MSME'S. In: Martins, N., Brandão, D. (eds) Advances in Design and Digital Communication III. DIGICOM 2022. Springer Series in Design and Innovation , vol 27. Springer, Cham. https://doi.org/10.1007/978-3-031-20364-0_55
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