Internet social networks, mobile marketing and digital inclusion: a study based on low income consumer attitudes

• Grant number: 10/51922-7
• Support Opportunities: Regular Research Grants
• Start date: March 01, 2011
• End date: February 28, 2013
• Field of knowledge: Applied Social Sciences - Communications - Theory of Communication
• Principal Investigator: Maria de Lourdes Bacha
• Grantee: Maria de Lourdes Bacha
• Host Institution: Centro de Comunicação e Letras (CCL). Universidade Presbiteriana Mackenzie (UPM). Instituto Presbiteriano Mackenzie. São Paulo , SP, Brazil

Abstract

This project is the continuation of two previous projects presented and approved by Fapesp, it is possible to admit that for the low income population the mobile phone is a contributive factor for the social and digital inclusion, facilitating communicative relations and stimulating the exercise of the active citizenship. As to low income consumer attitudes towards mobile phone, it was possible to point out the existence of different segments with sufficiently differentiated characteristics (clusters), which demand specific communications so that the dialogue can be established. The main justifications for this study is related to the importance of the social nets in the Internet as instrument of communication and socialization, to the high taxes of growth of the market of mobile telephony in Brazil and also to the increasing interest for the behavior of low income consumer and also to the lack of academic works related to the low income consumer behavior and attitudes towards social network in the Internet. (AU)