Between lines and likes: the kite as a business in influencer marketing

Influência, Entre Linhas e Likes: o Pipa como Negócio no Marketing de

doi:10.22167/2675-6528-202602725

Article

September 30, 2026

Between lines and likes: the kite as a business in influencer marketing

Between Lines and Likes: Pipa as a Business in Influencer Marketing

Bianca Ribeiro Corrêa Claudino; Rita de Cássia Fossaluza

DOI: 10.22167/2675-6528-202602725

Article derived from a Course Conclusion Work (TCC), with content based on the student’s original work and adapted to the editorial format of the E&S Magazine with the support of the ResumeAI tool, an artificial intelligence solution developed by Instituto Pecege for textual synthesis and organization.

Summary

The advancement of digital platforms has promoted significant transformations in cultural, social, and economic dynamics, increasing the visibility of popular practices and enabling their insertion into market logics. The study analyzed how digital marketing, with an emphasis on influencer marketing, contributed to the re-signification of kite flying as a cultural practice and its transformation into a business opportunity, considering strategies of digital profiles, audience perceptions, and the experience of an influencer in the segment. The research was conducted through a case study, with a qualitative and quantitative approach. Methodological procedures included systematic observation of content published on social networks, the application of a structured questionnaire with 121 respondents, and a semi-structured interview with an influencer in the segment. The results showed that visibility on digital platforms was directly associated with the generation of economic opportunities, with different professionalization strategies observed, such as direct product commercialization, audience building through entertainment, and the formation of digital communities. It was also found that factors such as identification with creators, recurrent interaction, and perception of authenticity influenced interest and purchase intention in the segment. It was concluded that digital marketing played a central role in transforming kite flying into a structured business in the digital environment, especially when associated with influencer marketing and building bonds with the audience, contributing to the generation of symbolic and economic value in specific cultural niches.

Keywords: Consumer Behavior; Popular Culture; Influencers; Digital Marketing; Social Networks.

1. Introduction

In recent decades, the digital environment has undergone significant transformations, reorganizing cultural practices, social relations, and economic dynamics in a scenario where digital connections and networked platforms have become central to daily life (Fundação Instituto de Administração, 2025). With the advancement of social media, manifestations previously associated only with leisure or popular culture have begun to occupy the online environment, expanding their visibility, reaching new audiences, and opening up possibilities for symbolic recognition and monetization (Dwivedi et al., 2021).

In this context, the kite, a traditional toy historically linked to childhood and recreation, is being re-signified on digital platforms. More than a playful practice, it is being converted into content, aesthetic language, and an engagement resource, especially when appropriated by creators who transform this practice into narrative and business (De Lucca, 2024). Cases like that of Rafaela Fioravante, a young woman from the north zone of São Paulo who built a YouTube channel about kites, illustrate how this traditional practice can gain visibility on social media, articulating issues of gender, culture, and life project (G1 São Paulo, 2018).

The literature on kite flying allows us to understand that its value goes beyond the materiality of the toy. Melo (2010) characterizes it as a shared practice, involving cooperation, mastery of techniques, and learning built in relationships between participants. Similarly, Soares et al. (2019) demonstrate that children act as cultural agents by maintaining and transmitting the knowledge associated with making and flying kites. This perspective helps to understand its permanence across generations and its capacity to mobilize memory, identity, and belonging.

More broadly, the growth of digital platforms has allowed content creators and communities to structure themselves around specific interests, transforming cultural practices into products, services, and experiences mediated by network interactions. In this process, platforms enhance the capacity for connection, engagement, and the construction of symbolic and economic value from segmented audiences (Kotler et al., 2023).

From the perspective of digital marketing, this movement was understood by the ability of small businesses and creators to build an audience, strengthen bonds with the public, and expand economic opportunities in highly dynamic environments. In the contemporary context, digital communication tends to be oriented by more interactive experiences, connected to the interests of communities, and supported by the continuous circulation of content (Pellegrino, 2024).

In digital consumer behavior, the decision journey is influenced by social stimuli, shared experiences, and audiovisual content on digital platforms. Factors such as identification with creators, interaction, and authenticity shape interest and consumption intention on social media (Business Google, 2025). In this environment, influencer marketing articulates communication, culture, and market, relying on trust between creators and audience to impact consumption decisions in cultural niches (Spörl-Wang et al., 2025). Creator credibility and coherence between their identity and content are crucial, influencing attitudes and behavioral intentions (Belanche et al., 2021). Content quality and trust are relevant factors for the effectiveness of digital influence, especially in cultural niches, where the influencer’s legitimacy stems from their recognized participation in the practice (Spörl-Wang et al., 2025).

In the world of kites, these transformations manifest through the constant production of content on social networks, the formation of online communities, and the commercialization of products related to the practice. Furthermore, due to its association with childhood memories, coexistence, and belonging, the kite also mobilizes affective dimensions that strengthen the audience’s identification with the content and with the creators (Pichierri, 2023). Thus, the accessory transcends its exclusively recreational character and also begins to occupy space as a cultural practice and an expanding economic activity in the digital environment.

Despite this scenario, the topic is still little explored in academic literature, especially when analyzed from the perspective of digital marketing applied to specific cultural niches. A large part of the studies focuses on already consolidated markets, leaving in the background popular cultural practices that are being re-signified on digital platforms. The relevance of cultural marketing, which values and circulates symbolic goods (Canclini, 2019), is amplified in digital environments by user participation (Jenkins, 2009). Thus, the insertion of pipa on digital platforms represents not only greater visibility but a process of cultural re-signification, transforming a traditional practice into something communicated, appropriated, and monetized in new formats.

Therefore, the objective of this work was to analyze how digital marketing, with an emphasis on influencer marketing, contributed to the redefinition of the kite as a cultural practice and to its transformation into a business opportunity, considering the strategies adopted by digital profiles in the segment, the perceptions and behaviors of the audience, and the experience of an influencer active in this niche.

2. Material and Methods

The present study was designed as a case study, characterized by a mixed methodological approach, which integrated qualitative and quantitative elements. This choice allowed for an in-depth investigation of the phenomenon of the re-signification of the kite in the digital environment, analyzing it in its real context and favoring a detailed understanding of specific practices and dynamics (Formighieri, 2023). The research sought to articulate the theory of strategic marketing with observed practice, providing an integrated analysis of digital strategies, consumer behavior, and stakeholder perceptions.

The unit of analysis selected for the case study was a small business in the kite industry, specializing in the artisanal production of kite tails. This business, with approximately one year of operation in the market, is located in the eastern zone of the city of São Paulo, SP, and has two employees. The choice of this unit allowed for the observation of a concrete example of how a traditional cultural practice is inserted and developed within the context of digital marketing.

For data collection, three complementary strategies were employed, aiming for a multifaceted understanding of the object of study. The first strategy consisted of systematic observation of content on social networks. The second involved the application of a structured questionnaire. Finally, the third strategy comprised conducting a semi-structured interview with an influencer in the segment.

Systematic observation was carried out in a digital environment, focusing on the analysis of public content related to the company’s disclosure and the practice of kite flying. Specifically, four digital profiles on Instagram were analyzed, named Profile A, Profile B, Profile C, and Profile D. The selection of these profiles was based on their relevance in the niche, visibility on the platforms, and diversity of operation in the kite flying market. The analysis period extended over four months, from November 2025 to February 2026.

The focus of the observation on Instagram profiles was the identification of digital marketing strategies employed, product positioning, and how symbolic and economic value was generated. The aim was to understand how these profiles used the platform to engage the audience, promote products, and establish their presence, as well as their contribution to the professionalization and monetization of kite flying in the digital environment.

The second data collection strategy was the application of a structured questionnaire, composed of 17 questions. The instrument was made available online, through communication tools, during the month of January 2026. 121 responses were collected from participants residing in the city of São Paulo, the capital, using convenience sampling. The questionnaire aimed to identify the level of knowledge, interest, and behavior of the public regarding the practice of flying kites and the consumption of artisanal kite tails.

The objective of the questionnaire was also to point out the perception of the viability of the kite as a business, complementing the qualitative analysis by highlighting habits and meanings attributed to the practice. The questions addressed aspects such as the first contact with the kite, the frequency of the practice over time, the associated feelings, the perception of the kite as part of culture or sport, and the willingness to consider it as a source of income.

The third strategy consisted of conducting a semi-structured interview with an influencer active in the kite universe. The interview script contained 20 questions and was designed to understand the influencer’s perceptions of the professionalization of the practice, the relationship between culture and market, and the role of digital marketing in this process. It also sought to analyze the positions and digital strategies adopted by the interviewee on her platforms, including Instagram and YouTube.

The data collected through the three strategies were analyzed in an integrated manner. The qualitative analysis focused on identifying patterns and recurrences in the practices observed in the digital profiles and in the influencer’s reports. The quantitative data, in turn, were used to support the understanding of public interest and consumption dynamics associated with the analyzed product, providing an overview of the respondents’ perceptions and behaviors.

The research was conducted in accordance with ethical principles, ensuring the use of public information and the voluntariness of the questionnaire responses. There was no nominal identification of the company or participants, and the use of the collected data was restricted to exclusively academic purposes, ensuring the confidentiality and anonymity of those involved.

3. Results and Discussion

The analysis of the research results allowed us to understand how digital marketing and, in particular, influencer marketing, reconfigure the practice of kite flying from a cultural manifestation to a business opportunity. Initially, four digital profiles on Instagram were examined, designated as Profile A, Profile B, Profile C, and Profile D, representing different approaches in the kite flying universe. The selection of these profiles was based on their relevance in the niche, visibility on digital platforms, and diversity of action in the market. The central objective was to observe the digital marketing strategies employed to generate engagement, promote products, and consolidate online presence, as well as to investigate how each profile contributes to the professionalization and monetization of kite flying practice in the digital environment.

Complementarily, the data obtained through the quantitative research, which involved 121 respondents, and the semi-structured interview with an influencer from the segment, were crucial for deepening the understanding of the observed dynamics. This integrated approach made it possible to articulate empirical practice with the theoretical framework, providing a robust foundation for the research. The combination of different methods allowed for a multifaceted view of the phenomenon, connecting the digital strategies of content creators with the perceptions and behaviors of the audience, and with the experience of those who live the professionalization of the practice.

Profile A – commercial content with elements of daily life and events

Profile A stood out for the predominance of short videos on Instagram, with a strong focus on commercial content, especially aimed at promoting and selling kite tails. There was a recurrence of posts showcasing new orders, product size variations, and behind-the-scenes production, functioning as a dynamic digital showcase. In parallel, the profile also documented the daily life of kite flying, including participation in festivals and kite flyer gatherings, which broadened the community dimension of the content. This strategy aligns with contemporary digital marketing, where commercial communication integrates with daily content, entertainment, and audience interaction, as discussed by Taherdoost (2023).

In this context, digital platforms operate not only as product showcases but also as spaces for relationship building, experience, and value creation. This dynamic allows small businesses to articulate visibility, engagement, and positioning more organically. In niche markets, this proximity to the audience and the coherence of the commercial offering with community interests are strengthened, expanding the potential for connection and conversion in digital environments (Taherdoost, 2023). Among the analyzed materials, videos with high reach were identified, including content that reached approximately 1.2 million views, associated with relaxed situations at a festival, indicating significant potential for organic circulation and engagement.

Profile A’s strategy, which combines entertainment with product demonstration, builds a hybrid experience that not only informs but also sparks interest, strengthens brand visibility, and stimulates purchase intent. This approach aligns with concepts of digital marketing and consumer behavior, which emphasize the integration between content and commercial offering (Taherdoost, 2023). Applied research reinforced this dynamic, indicating that consumers in this segment are not limited to purchasing ready-made products but also engage in the self-production of items, evidencing hybrid consumption behavior. This factor expands the potential for profiles that use social media as a showcase and relationship channel, with recurring content focused on product demonstration and audience interaction.

Profile B – influence based on entertainment, identification, and own brand

Profile B was characterized by a positioning strongly associated with entertainment and the creator’s presence as an active kite practitioner, generating significant engagement and potential for audience identification. A diversity of content was observed on Instagram related to the daily practice, including demonstrations, behind-the-scenes, and challenges, in addition to recurring participation in festivals, which indicated consolidated recognition in the segment. Furthermore, a relevant presence was identified on YouTube, with a channel of expressive audience, and the existence of a proprietary brand of products related to the segment, suggesting an integration between audience, community, and commercial offering.

The results observed in Profile B could be understood in light of the principles of influencer marketing, in which identity construction, authenticity, and proximity to the audience play a central role in value generation. Recent studies indicate that the effectiveness of digital influence is directly associated with the creator’s ability to establish emotional connections, generate identification, and build trusting relationships with their audience (Spörl-Wang et al., 2025). This aspect was reinforced by the interview with the segment’s influencer, who highlighted authenticity and real-life practice as determining factors for engagement and authority building in the niche, emphasizing that “cultural niches do not accept characters, you have to live it”.

Applied research also indicated that kite flying is strongly associated with affective experiences, often linked to childhood, family, and feelings such as nostalgia, joy, and freedom. These elements contribute to the formation of symbolic bonds between creators and audience, strengthening identification and broadening the impact of influence strategies. This result can be understood from the perspective of affective memory and nostalgia in consumer behavior, as experiences lived in childhood tend to remain associated with feelings, symbols, and practices that can be reactivated throughout life (Pichierri, 2023). When content, objects, or narratives evoke memories of coexistence, leisure, and belonging, they mobilize emotional connections capable of intensifying audience identification, reinforcing the bond with the content, and increasing engagement.

In this sense, the association of kites with memories of childhood and community life helps explain why this practice can generate symbolic closeness between creators and audience in the digital environment (Pichierri, 2023). The presence of a distinct brand for kite activity, identified in Profile B, suggests an indication of professionalization, pointing to a transition from content creator to a more structured role in the digital environment, where the audience plays a strategic role in sustaining and potentially monetizing the activity. The interviewed influencer reinforced this movement, reporting that the first steps to turn her passion for kites into work involved “consistency and identity,” in addition to technically improving the content, such as editing, titles, and video presentation, starting to treat her production “as actual work.”

The influencer highlighted YouTube as her main platform for activity, as it allows for more complete content and favors the consolidation of her professional career in the niche. Observing the content from Profile B on YouTube and Instagram revealed the recurring presence of videos demonstrating the behind-the-scenes of the practice and interaction with the public in the context of kite festivals. On YouTube, videos such as “I Discovered the New Paradise of Giant Kites” and “Kite Season 2026 Has Begun” reached 140,000 and 157,000 views, respectively, while “I Put a “Lipstick Bomb” on the “Villain” Kite” and “I Flew the Corinthians Giant Kite on the Rooftop” also surpassed 130,000 views. On Instagram, posts with relaxed moments of kite flying registered views ranging from 48.6 thousand to 177 thousand, evidencing the high public engagement with this type of content.

Profile C – institutional profile and authority with local market structure

Profile C presented institutional characteristics, associated with a structured business in the pipa segment, with a consolidated trajectory and recognized legitimacy in the local context. The use of social media was observed for the dissemination of products and promotional actions, in addition to content focused on audience engagement, including records with clients. Indications were identified of operations that go beyond direct sales, involving the manufacturing and regional circulation of products, indicating that the profile acts as a commercial reference within the segment. This behavior was analyzed from the perspective of strategic marketing, especially regarding the construction of positioning in niche markets.

According to Pellegrino (2024), businesses operating in digital environments and specific segments depend on clear positioning, communication consistency, and proximity to stakeholders to strengthen their presence and generate competitive value. The research data reinforced this dynamic, indicating that many consumers acquire products through close relationships, such as friends, acquaintances, and local networks, highlighting the importance of social capital in consumption dynamics. In this regard, Profile C demonstrated that building trust and reputation is a central element for consolidating businesses in the kite universe. Profile C’s publications, which showcased products and interaction with followers in kite festival contexts, registered views such as 3.6 thousand and 5.163 thousand, reinforcing visibility and engagement around its activities.

Profile D – entertainment, community, and highly viral content

Profile D showed a predominant focus on entertainment and performance associated with kite flying, with content that registered dynamics of competition, games, and event coverage. The profile had a significant audience and evidence of high engagement, with content reaching millions of views. A strong community dimension was observed, with the participation of groups, meetings, and interaction with other practitioners, suggesting that the profile acts as a space for symbolic circulation within the segment, reinforcing belonging and visibility. This dynamic can be interpreted in light of the concepts of digital culture and engagement, in which content with emotional, visual, and collective appeal tends to generate greater sharing and interaction, aligning with the transformations in the digital consumer journey, characterized by the valuation of experiences and social connections (Jenkins, 2009).

The quantitative research data evidenced this dimension by pointing out that kite flying is frequently associated with collective experiences, affective memories, and social interaction, being described as a practice that promotes leisure, socialization, and well-being. These factors reinforced the logic of belonging, a central element in contemporary marketing. The publications of Profile D on Instagram, which highlighted relaxed moments due to the practice of flying kites, registered significant views, such as 162,000, 812,000, 8.1 million, and 6 million, demonstrating the high viralization and engagement power of this type of content.

The analysis of the four digital profiles revealed that the transformation of the kite into an economic opportunity is not limited to mere product exposure. It results from a strategic combination of commercial content, entertainment, practice demonstration, event participation, and community building. Profiles with a greater capacity to generate identification articulate product and experience, converting the daily experience of the niche into visibility, relationship, and monetization possibilities. These findings dialogue with contemporary marketing literature, which highlights the importance of experience, authenticity, and audience connection as determining factors for value generation (Pellegrino, 2024).

In this sense, the study reinforced that cultural practices, when inserted into digital environments and articulated by marketing strategies, can be re-signified and converted into viable business models, especially in niche contexts. Thus, the first stage of the research showed that digital marketing functions as an infrastructure of visibility and relationship for businesses in the segment, while influencer marketing adds authenticity, identification, and trust to communication, essential elements for engagement and monetization in cultural niches.

Quantitative research applied to respondents

The quantitative research was conducted with 121 respondents residing in the city of São Paulo, the capital, with the objective of complementing the qualitative analysis by highlighting perceptions, habits, and meanings attributed to the practice of kite flying, in a convenience sampling. The data obtained reinforced that kite flying is not limited to a recreational activity, but is associated with affective, cultural, and consumption dimensions, contributing to the understanding of its potential for re-signification in the digital environment. It was found that the first contact with kite flying occurred predominantly in childhood, with 94.2% of respondents indicating this phase of life. This result demonstrated that the practice is strongly associated with childhood experiences, which helps to explain its permanence in the social imaginary and its ability to mobilize affective memories.

Regarding the frequency of practice, 52.1% of respondents stated that kite flying is still present in their lives today, while 30.6% indicated that the practice was present only in childhood and 14.9% in different phases of life. These data suggest that, although childhood is the main entry point into the practice, kite flying maintains a relevant presence over time, revealing potential for symbolic and social continuity. The meanings attributed to kite flying highlighted the strength of its symbolic value, with responses mainly focusing on “childhood game” (34.7%) and “leisure” (30.6%), followed by “popular culture” (10.7%) and “sport” (9.1%). These results indicated that kite flying is perceived not only as a recreational object but also as a cultural manifestation, which reinforces its relevance as a socially shared practice (Canclini, 2019).

Regarding the feelings associated with the practice, nostalgia was the most frequent response, with 37.2%, followed by joy (22.3%), tranquility (19%), and freedom (12.4%). These findings reinforce the affective dimension of kite flying, demonstrating that its presence in the participants’ imagination is linked to positive memories and emotions, which contributes to strengthening identification, belonging, and engagement around the theme. This result was understood from the perspectives of experiential and sensory marketing, which emphasize the role of emotions, memories, and symbolic stimuli in building value and consumer engagement, especially when articulated with significant narratives and experiences (Kotler et al., 2023; Pichierri, 2023).

The perception that the kite goes beyond a simple game also proved relevant. The majority of respondents (47.1%) stated that the kite is part of the culture, 18.2% considered that it can be a sport, and 17.4% recognized that it can also constitute work. This result demonstrates an openness to understanding the kite from an expanded perspective, linked not only to leisure but also to culture and economic activity, evidencing the potential for cultural practices to be re-signified, appropriated, and incorporated into market dynamics, a central characteristic of contemporary cultural marketing (Canclini, 2019). This broadening of meaning is reinforced by data indicating that 47.9% of respondents have already thought of the kite as a possible business or source of income, while 24% stated they had never thought about it and 28.1% responded negatively, revealing that a significant portion of participants recognizes the economic potential in the practice.

Regarding consumption, 38.8% of respondents usually purchase kites, kite tails, or accessories in physical stores, while 24% turn to friends or acquaintances. This result highlighted the coexistence of formal and informal marketing circuits, suggesting that the consumption dynamics of the segment are structured both in traditional points of sale and in networks of proximity and sociability. The quantitative results showed that the kite remains anchored in childhood, leisure, and affective memory, but is not restricted to these meanings. The current presence of the practice in the lives of some respondents, the recognition of its cultural dimension, and the perception of its potential as work or income source indicate an openness to its economic redefinition. Consumption data also revealed the coexistence of physical stores and informal purchasing networks, showing a market based on both commercial channels and close relationships. As this is a convenience sample, these results represent the surveyed group and should not be generalized to the entire population.

Synthesis of results

From the integrated analysis of digital profiles, quantitative research data, and semi-structured interviews, it was observed that digital marketing acts as a structuring element in the transformation of kites into an economic activity in the digital environment. The different profiles highlighted complementary strategies, ranging from direct commercial approaches to content focused on entertainment, identity building, and community formation. The interview reinforced this scenario by demonstrating, in practice, the trajectory of transforming kites from a recreational activity into a profession, mediated by digital platforms, by the constancy in content production, and by the construction of an authentic presence with the audience.

The results also indicated that factors such as authenticity, identification, experience, and belonging play a central role in value generation, corroborating recent discussions on digital influence, engagement, and consumer behavior in specific cultural niches (Spörl-Wang et al., 2025). Complementarily, the quantitative research demonstrated that the kite remains strongly associated with childhood, affective memory, leisure, and popular culture, but is also perceived by a significant portion of respondents as a practice with sporting and economic potential. These findings reinforce the idea that the kite can be re-signified in the digital environment, assuming new social, symbolic, and market functions. In this sense, the study showed that cultural practices, when inserted into digital environments and articulated by marketing strategies, can be re-signified and converted into viable business models, especially in niche contexts, expanding their visibility and commercialization channels, while influencer marketing transforms belonging, trust, and authenticity into strategic resources for small cultural businesses.

4. Conclusion

This study analyzed how digital marketing, focusing on influencer marketing, contributed to the redefinition of kite flying as a cultural practice and its conversion into a business opportunity. It was found that visibility on digital platforms was directly associated with the generation of economic opportunities, driving different professionalization strategies. Direct product sales, audience building through entertainment, and the formation of digital communities were observed as pillars of this transformation. Factors such as identification with creators, recurrent interaction, and the perception of authenticity significantly influenced interest and purchase intention in the segment. Kite flying, although rooted in childhood and affective memory, also proved to be a cultural manifestation with sporting and economic potential, being perceived by some respondents as a possible source of income. Thus, digital marketing played a central role in structuring kite flying as a business in the digital environment, especially by integrating influencer marketing to generate symbolic and economic value in specific cultural niches.

The main contribution of this work lies in demonstrating that popular cultural practices, when inserted into digital environments and articulated by marketing strategies, can be re-signified and converted into viable business models. Influence marketing, by transforming belonging, trust, and authenticity into strategic resources, proved fundamental for small cultural businesses. However, as a limitation, it should be noted that the research used a convenience sample, composed of 121 respondents, which restricts the generalization of the results to the entire population. For future studies, it is suggested to expand the sample, including participants from different contexts and profiles, in order to obtain a more comprehensive understanding of the phenomenon. Additionally, it is recommended to investigate other digital platforms, beyond Instagram, to enrich the analysis of marketing strategies used in this segment.

Bibliographic References

De Lucca, R. 2024. Marketing de influência: tudo o que você precisa saber. Disponível em: https://www.espm.br/blog/marketing-de-influencia-tudo-o-que-voce-precisa-saber/. Acesso em: 05 fev. 2026.

Dwivedi, Y. K. et al. Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 2021.

Fundação Instituto de Administração. 2025. Transformação digital: o que é e importância para a atualidade. Disponível em: https://fia.com.br/blog/transformacao-digital/. Acesso em: 05 fev. 2026

G1 SÃO PAULO. 2018. Adolescente da Zona Norte de SP mostra que pipa também é coisa de menina. São Paulo, 2018. Disponível em: https://g1.globo.com/sp/sao-paulo/noticia/adolescente-da-zona-norte-de-sp-mostra-que-pipa-tambem-e-coisa-de-menina.ghtml. Acesso em: 28 jan. 2026.

Melo, M. F. A. Q. 2010. Algumas aprendizagens construídas durante a brincadeira de pipa: o que

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October 22, 2026

Continuous Learning as a Factor of Organizational Growth in the Perception of Collaborators

The impact of continuous learning and knowledge management on organizational growth was studied in a context of globalization and constant changes. The study’s objective was to analyze employees’ perception of learning culture and its importance for personal and professional development. Data were obtained through an anonymous survey, with a quantitative approach, using a form with “survey” type questions applied to 87 professionals from the technology, health, education, commerce, and services sectors. The results indicated that employees had a positive perception of the contribution of continuous learning to personal and organizational growth, recognizing its benefits for the development of new skills, innovation, and competitiveness. However, it was observed that the incentive for internal knowledge exchange and the offering of practical training still presented moderate levels of agreement. It was concluded that continuous learning significantly contributes to individual and organizational development, suggesting that companies should develop strategic policies for learning focused on new skills, aiming for greater competitive advantage and innovation.

Keywords: Continuous learning; Self-development; Organizational growth; Knowledge Management; Innovation.

October 22, 2026

Statistical Regression in Microgrids for Operational Performance Estimation: Campusgrid Case

A multiple statistical regression model was proposed to estimate the operational performance of UNICAMP’s CampusGrid microgrid, based on internal electrical quantities. The microgrid integrates photovoltaic generation, batteries, and a gas generator. Energy management system data were collected at five-minute intervals over one month. The Operational Reliability Index, defined as the ratio between supplied and demanded energy, was established as the dependent variable. The model was adjusted for the islanded operation mode, evaluating the impact of demand, state of charge, solar generation, and supplied energy. The results revealed high explanatory power, indicating that operational reliability depends on the interaction between supply and demand. It was observed that the nighttime period concentrated the highest rate of partial supply, attributed to the reduction in solar generation. It was concluded that multiple regression offers an interpretable and useful framework for microgrid monitoring and control strategy support.

Keywords: Battery storage; Photovoltaic generation; Reliability Index; Islanded operation; Energy Management System.

October 22, 2026

Forecast of Aggregate Default in the Brazilian Financial System by Sarimax Model with Macroeconomic Variables

Aggregate non-payment in the Brazilian financial system is a crucial indicator of credit risk, the prediction of which is regulated by CMN Resolutions n.° 4.557/2017 and 4.966/2021 for the prospective measurement of expected losses. Aggregate non-payment was modeled and predicted using the SARIMAX model, projecting its trajectory until December 2026 under optimistic, base, and pessimistic scenarios. 164 monthly observations (July/2012 to February/2026) and macroeconomic variables such as unemployment, Selic, IPCA, IBC-Br, and household debt were used. The specification with contemporaneous variables was selected based on information criteria and coefficient stability, and residual diagnostics confirmed statistical adequacy, with a MAPE of 3.12%. Historical non-payment ranged between 4.33% and 7.64%. The estimation identified unemployment (β = 0.2534; p < 0.001) and Selic (β = 0.2128; p < 0.001) as the main positive determinants, with strong temporal persistence (AR(1) = 0.8965). Selic showed increasing correlation with non-payment (r = 0.62 at lag 12), while unemployment demonstrated a contemporaneous effect (r = 0.33). Projections indicated non-payment between 6.30% and 7.98% in December 2026, with a range of 1.68 percentage points, highlighting direct implications for provisioning in financial institutions.

Keywords: Unemployment; Predictive modeling; Monetary policy; Loss provisioning; Time series.

October 22, 2026

Stakeholder Engagement Factors in International Technology Transfer to a Public Hospital

This study described the critical factors perceived for stakeholder engagement in international technology transfer in a public hospital, with a focus on planning. The objective was to describe these conditioning factors, according to the perception of professionals. A single case study was conducted, applying a questionnaire to 25 professionals and using content analysis, complemented by descriptive tabulations. The main obstacles identified were resistance to change (72%), funding (64%), lack of communication (60%), and bureaucracy (40%). Only 28% of respondents recognized the existence of adequate tools for stakeholder management, while 48% denied it and 24% did not know. Exploratory cross-tabulations indicated variations in the assessment of influence according to time of practice, but did not establish causal relationships. Lack of engagement was associated with delays, low adherence, waste of resources, communication failures, compromised knowledge absorption, and risks to patient safety. The conclusions were limited to the perceptions of the researched group and supported preliminary recommendations for intersectoral communication and coordination.

Keywords: Case study; Project Management; Health innovation; Stakeholders; Public sector.

Economy

October 19, 2026

End of the 6×1 scale: what do the numbers allow us to conclude?

Following the promulgation of the end of the 6×1 shift system, the debate on the shorter workday moves to implementation and requires distinguishing social benefits from economic costs. The end of the 6×1 shift system transitioned from legislative discussion to a constitutional change in Brazil. On October 16, 2026, the National Congress promulgated Constitutional Amendment No. 141/2026, originating from Proposal […]

Artificial Intelligence

October 16, 2026

Why study if AI exists?

When answers become easy, learning comes to mean more than just arriving at them. Why do I need to learn this if I can ask an artificial intelligence? This type of question has accompanied education for decades. Why learn an operation if a calculator exists? Why memorize information if it can be found […]

Tax Management

October 15, 2026

Pink tax and the gender of price

How different marketing treatments for men and women are incorporated by consumption taxation Imagine a shelf on which two razors of the same brand and intended for the same purpose are displayed side by side: one has dark packaging and promises strength, precision, and efficiency; the other comes in shades of pink or […]

Health

October 13, 2026

The missing link in health transformation

Why is innovation not enough to drive changes in organizations and health systems Digital transformation has become a strategic priority for health systems worldwide. Electronic health records, artificial intelligence, telemedicine, remote monitoring, and data analysis are now part of the strategic agenda of governments and health organizations. Paradoxically, […]

Marketing

October 09, 2026

Bitcoin or pets: what Artificial Intelligence would not see

A real-life consumer intelligence case shows what gets left out of the brief A few years ago, an American insurance company hired a specialized consumer intelligence firm to answer three questions: The insurer was also considering launching paid insurance in bitcoin. At the time, the consultancy’s workflow was as follows: the analyst created a query […]

School Management

October 06, 2026

The school is not a casino: when trading cards become currency in the playground

Why, for certain students, does school manage to offer so few experiences of achievement? The World Cup is over. Brazil left the competition, the school holidays came, the final was played and the football calendar moved on. It would be reasonable to imagine that, with the end of the tournament and the return to classes, […] would also begin

Energy Transition

September 30, 2026

Renewable energies: the Brazilian advantage

Brazil needs to invest in the capacity to transform natural resources into innovation, productivity, and development. Talking about energy is talking about development. Behind industry, transportation, services, cities, and increasingly artificial intelligence, there is an energy infrastructure that sustains the economy. Understanding a country’s energy matrix is understanding […]

Data Analysis

September 30, 2026

When the data changes, has reality changed?

An analysis of almost 20 million teaching positions-year between 2020 and 2025 shows how changes in population composition and record production can alter the interpretation of historical series Between 2020 and 2025, the number of formal teaching employment positions identified in RAIS (Annual Relation of Social Information), from the Ministry of Labor, […]

Artificial Intelligence

September 28, 2026

Artificial intelligence and the trends

Why do so many people join in on the fun with ChatGPT? I was never the trend person. I still am not. Some pass through my timeline, I see them, I find them interesting but not to the point of trying them out. This was the case, inclusive, with some recent waves of images made by artificial intelligence, like the 80s trend, the one that […]

Tax Management

September 01, 2026

Tax reform and estate planning in the countryside

Efficiency in managing taxes facilitates governance and allows for the organization of family succession. Rural wealth organization has become a strategic measure in light of the tax reform in Brazil, which came into effect this year. The planning of activities and rural wealth management, through tools such as the transition from an Individual to […]

Renata de Gaspari Valdejão Almeida

Artificial Intelligence

August 05, 2026

Inside the company and off the radar: the risks of Shadow AI

According to Microsoft, 75% of professionals already use artificial intelligence at work without company approval. The use of generative artificial intelligence is already part of the corporate routine. Tools like ChatGPT, Copilot, and other platforms help professionals produce texts, analyze data, create presentations, and accelerate tasks in practically all sectors. But this advance […]

Renata de Gaspari Valdejão Almeida

Strategy

July 02, 2026

The future as a competence

Academic interest reinforces the projection of scenarios as an essential tool for decision-making. While some companies are still trying to get the next step right, others are already working with multiple possible futures — and preparing for all of them. But after all, what does it mean to “think about the future”? Is it a trend, a strategy, or a new competence that […]

Renata de Gaspari Valdejão Almeida

Innovation

Technology

May 21, 2026

Agro SP Corridor: innovation, institutional articulation and future

Pecege commands the executive operation of the 400 km ecosystem activities that became known as the Brazilian agro Silicon Valley In 2025, in addition to taking over the management of the Piracicaba Technology Park, the Pecege Institute was also designated to command the executive operation of the State Agribusiness Innovation Corridor activities, the so-called […]

Education

April 27, 2026

How to turn a TCC into a business

New management of the Piracicaba Technology Park offers consulting to MBA graduates The new project director of the Piracicaba Technology Park (PTP), Alexandre Barreto, often says that one of the greatest rewards he has ever had in life was seeing his MBA USP/Esalq students structure companies from their final projects […]

Technology

March 20, 2026

The human repertoire in the age of AI

Critical thinking and creativity are irreplaceable in the work of a marketing professional Artificial Intelligence (AI) is capable of incredible feats, but it does not yet possess the judgment, empathy, intuition, and strategic creativity necessary to do the job of a good marketing professional. In this area, it is important to know how to use the tool to automate […]

Renata de Gaspari Valdejão Almeida

Agribusiness

Innovation

February 23, 2026

ESG as a growth strategy in a cooperative in RS

Santa Clara balances social and environmental responsibility with innovation Founded in 1911 by Italian immigrants in Carlos Barbosa, in the Serra Gaúcha region, Cooperativa Santa Clara is an example that it is possible to balance economic growth with social and environmental responsibility. From a small cheese production company, the organization has evolved into a […]

Renata de Gaspari Valdejão Almeida

Agribusiness

Innovation

January 22, 2026

Brazil free of Foot-and-Mouth Disease: what changes for Brazilian beef?

With a herd of over 200 million head of cattle, the country is currently the leader in exports. Brazil recently received, for the first time, the certification of country free of foot -and-mouth disease without vaccination, conferred by the World Organisation for Animal Health (WOAH). The seal strengthens the country’s position as a reliable supplier of meat for the […]

Renata de Gaspari Valdejão Almeida

Innovation

December 09, 2025

Innovation: the new cycle of the Piracicaba Technology Park

Instituto Pecege assumes management, betting on the creation of new businesses Starting in 2026, Instituto Pecege will assume the management of the Piracicaba Technology Park (PTP). Among its responsibilities will be the administration, operation, maintenance, and expansion of the park, in addition to fostering activities in innovation, entrepreneurship, and science and technology. The choice was made […]

Renata de Gaspari Valdejão Almeida

July 06, 2026

Large-Scale Architecture: DSR-SCRUM Change Management

Mônica Alessandra Guerios; Maria do Carmo Assis Todorov Abstract generated by ResumeAI, an artificial intelligence solution developed by Instituto Pecege focused on synthesis and writing. Architecture and urbanism are configured as essential bases in an increasingly complex and challenging urban space, where the intrinsic connection between social, environmental, and technological issues […]