Banca de DEFESA: KAREN DANIELE LIRA DE FRANÇA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : KAREN DANIELE LIRA DE FRANÇA
DATE: 02/10/2025
TIME: 14:00
LOCAL: NEPSA 2 (auditório 02)
TITLE:

For a better world: Sustainability on the Rock in Rio stage

KEY WORDS:

music festivals; sustainability; signaling theory; Rock in Rio; green brand trust.

PAGES: 344
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

In a global context of increasing environmental awareness, music festivals have endeavored to align with the sustainability paradigm. To communicate their sustainable initiatives effectively, these events can leverage Signaling Theory, which posits that organizations can mitigate information asymmetry by issuing visible and credible signals regarding their internal practices. In this context, the Rock in Rio music festival is notable for its sustainability plan, which is anchored in the Sustainable Development Goals (SDGs). This festival serves as the central focus of the current research, which examines the intersection of music festivals, sustainability, and Signaling Theory. Presented in a multipaper format, this study investigates how both Rock in Rio and its sponsoring brands communicate their dedication to sustainability and the subsequent impact of this communication on public trust. The first chapter involved a Systematic Literature Review (SLR) to determine how sustainability is addressed in music festivals. The research employed the TCCM methodology, which assesses the Theory, Context, Characteristics, and Methods of the analyzed articles. The findings highlighted a significant theoretical gap, as most studies lacked an explicit theoretical foundation and predominantly focused on Europe, with limited research from Brazil. The second chapter centered on an SLR to examine the application of Signaling Theory within tourism research. The analysis indicated that while the theory is extensively used to study the communication of quality and reliability across various tourism sectors, its application in event management remains limited. In the third chapter, a qualitative study was conducted to analyze the sustainability-related content posted on Instagram by Rock in Rio and its sponsoring brands, Natura and Heineken. The content analysis revealed that both the festival and the brands effectively use Signaling Theory through visible actions and marketing campaigns. Their communication narratives are segmented into distinct themes: environmental preservation (Natura), technological innovation (Heineken), and urban and social sustainability (Rock in Rio). However, the analysis also highlighted a lack of consistent communication in the post-event period. The fourth chapter involved a quantitative survey with 251 participants from Rock in Rio 2024 to analyze the public's perception of trust. Using Structural Equation Modeling (SEM), the study’s final model confirmed that green advertising, brand identity, and educational experience directly influence sustainable trust. Conversely, brand quality and the experiential dimensions of entertainment, aesthetics, and escapism were found to be insufficient in generating this type of trust. It was concluded that festival participants provided positive feedback on the brands' sustainability initiatives, confirming that trust is established through effective communication signals. Suggestions for future research include conducting comparative and longitudinal studies to analyze the evolution of sustainability strategies across different contexts and over time.

COMMITTEE MEMBERS:
Interna - 1841981 - JOSEMERY ARAUJO ALVES
Interna - 1372521 - MARIA VALERIA PEREIRA DE ARAUJO
Interno - 1160199 - SERGIO MARQUES JUNIOR
Externo à Instituição - ESDRAS MATHEUS SILVA MATIAS
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS