Ipsos (Brazil)

Currently, influencers and celebrities have established themselves as key figures in the digital ecosystem, playing a fundamental role in communication and marketing. Understanding their influence is crucial for companies and brands in order to make more targeted and effective investments within a communication strategy. The research firm IPSOS conducted the sixth edition of its study “Most Influential Celebrities” in Brazil in 2024. This study aims to assess the degree of influence of 200 Brazilian celebrities through a quantitative survey of 2,000 respondents. was evaluated. The results identified nine factors that determine a celebrity’s influence, with three being the most relevant: “Trust and Credibility,” “Charisma and Authenticity,” and “Beauty.” The better a celebrity is rated across these factors, the higher their position in the overall ranking. The study also reveals that among Generation Z, digital native influencers are more influential compared to celebrities who first gained fame through traditional media and later transitioned to the digital environment.

PurposeThis paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes.Design/methodology/approachData are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000.FindingsImplicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias).Research limitations/implicationsThe findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results.Practical implicationsThe findings have implications for brand building and shopper activation.Originality/valueThis paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

In this section, the International Journal of Public Opinion Research reviews articles that have recently been published in peer-refereed journals and which broadly relate to the field of public opinion. The intention is not to give an exhaustive overview of a given study but rather to alert our readers to interesting ideas and research in our field. Avery examines the relationship between trust in government and support for change in the political system in the U.S., concentrating in particular on inter-racial differences in the relationship. The author argues that conventional wisdom suggests that political mistrust is not strongly associated with dissatisfaction with the system, reflecting only dissatisfaction with incumbents or their policies, but that this conclusion may hold only among white Americans (who make up the vast majority of respondents...

Actualmente en el mundo empresarial existe la necesidad prioritaria de cuidar a los clientes. Las organizaciones invierten mucho, a veces demasiado, en este propósito. Esa inversión no siempre está correctamente fundamentada y analizada, muchas veces prima más la copia a los competidores, que un cuidadoso análisis de las necesidades internas de la propia organización. La orientación de las organizaciones hacia el cliente, no es más que el buen trato y el conocimiento exhaustivo del cliente, con el fin de incrementar su rentabilidad a lo largo del tiempo.Una de las modas que proliferan es la inversión (muchas veces gasto) en tecnologías CRM (Acrónimo en inglés de Customer Relationship Management). CRM se percibe continuamente en el mundo empresarial como 'Tecnología" no como "Filosofía" empresarial. La cifra de negocio mundial por la venta de este tipo de aplicaciones (es decir "tecnología") es creciente, lo que sorprende si pensamos que, al mismo tiempo, más de la mitad de los proyectos de implantación fracasan, o si se quiere, no alcanzan el éxito deseado. El principal motivo de fracaso suele ser por la falta de concordancia o alineamiento entre la tecnología y la estrategia global corporativa. Esta alineación debe aplicarse y verse reflejada en la estructura, cultura y los procesos de la organización, así como en las políticas en cuanto a sistemas y tecnologías de la información.<br /><br />At the moment, in the business world, customer care is one of the most important organizational priorities. Organizations invest a lot, sometimes too much, in this purpose. That kind of investments are not always properly supported and analyzed by organizations, and often they are based on competitors' benchmark, instead of a careful analysis of the organizational internal needs. Customer orientation is just being kind with the client and trying to get as much information as possible out of the client, in order to increase its lifetime profitability.One of the trends that proliferate is the investment (most of the time, expenditure) in CRM (Customer Relationship Management) technologies. CRM is continuously perceived in the business world as "Technology" rather than "Corporate Philosophy". The world-wide business turnover of this type of applications (i.e. 'Technology") is increasing, which is surprising, given the fact that, at the same time, more than a half of the implementation projects are likely to fait, or simply do not meet the expectations. The main reason for this failure is usually the lack of concordance or alignment between technology and global corporate strategy. This alignment must be applied within the structure, culture and the organizational processes as well as in the Information systems practices.

In this section the International Journal of Public Opinion Research reviews articles that have recently been published in peer-refereed journals and which broadly relate to the field of public opinion. The intention is not to give an exhaustive overview of a given study but rather to alert our readers to interesting ideas and research in our field. For this issue thanks are due to Ken’ichi Ikeda (University of Tokyo) for help in compiling the reviews. This article uses a survey of students at a university in Jordan, generally considered one of the more moderate Arab Muslim states, to explore their understanding of the terms ‘democracy’ and ‘terrorism’, and the associations that they raise. Al-Jarrah and Cullingford found, surprisingly, that the students most frequently associated ‘democracy’ with King Abdullah, Jordan's constitutional but still powerful (and unelected) monarch. The next most frequent associations were with ‘freedom’ or ‘liberty’ but also with ‘colonisation’ and with ‘killing’; it is not considered universally a positive concept. On the other hand, the students gave a universally negative meaning to ‘terrorism’, but most associated it not with the same concepts it might evoke in the West, but with ‘Israel’, ‘the USA’ and ‘George W Bush’. Their associations with the term ‘United States of America’ were equally negative. The authors argue that many of these associations arise from the foreign policy of the USA in the Middle East region being broadly interpreted as an attack on Muslims rather than on specific elements in Iraq. They point out that their sample is of educated and articulate young adults in a generally pro-Western country, with full access to international news, to the Internet, and to the American point of view.

Quantitative Surveys, die im Verlauf der vergangenen Jahrzehnte durchgefuhrt wurden, haben gezeigt, dass Westeuropaer(innen) – und insbesondere Italiener(innen) – zu vergleichsweise positiven Einstellungen gegenuber den Vereinigten Staaten neigen. Die gelegentliche Beobachtung lokaler Medien deckt jedoch gleichermasen kritische Einstellungen gegenuber den USA auf. Insbesondere in der gegenwartigen Ausgangslage, in der die Debatte um die Zukunft des transatlantischen Bundnisses eine starkere Betonung erfahren hat, ist es notwendig geworden, einen Blick unter die Oberflache zu werfen und die europaischen Einstellungen den Vereinigten Staaten gegenuber genauer zu erforschen. Dieser Artikel stellt einen Ausschnitt aus einem groseren Projekt vor: Im April 2002 wurden Gruppendiskussionen mit italienischen Erwachsenen durchgefuhrt, die aufgrund ihrer negativen Meinungen den USA gegenuber ausgewahlt worden waren. Im Folgenden werden das Design der Gruppendiskussionen, die Art und Weise der Durchfuhrung und einige Schlusselergebnisse diskutiert. Es wird fur den bisher wenig bekannten Nutzwert von Gruppendiskussionen pladiert, um seit langem gesicherten quantitativen Trends Tiefe und Perspektive zu geben. URN: urn:nbn:de:0114-fqs0402249