Morais, Isabela Carvalho; Nascimento, Thaysa Costa do; … - In: RAUSP management journal 60 (2025) 1, pp. 240-257
This study aims to examine the trajectories through which individuals evolve into prosumers, focusing on the transition from personal practices to collective influence through social media.This study used a multimethod qualitative approach, combining netnography and in-depth interviews, to...