Investigando as estratégias de respostas quanto ao boca a boca negativo on-line

Autores

DOI:

https://doi.org/10.1590/S0034-759020200105

Palavras-chave:

Mídias sociais, gestão de marcas, boca a boca

Resumo

A era digital modificou a forma como as empresas se comunicam e interagem com seus consumidores e intensificou a influência do boca a boca negativo na reputação das marcas. O presente artigo investiga quais estratégias de respostas estão sendo empregadas pelas empresas para proteger a reputação organizacional no ambiente on-line. Para atingir o objetivo do estudo, duas coletas de dados foram realizadas. A primeira consistiu na realização de 10 entrevistas semiestruturadas com gestores de marcas para levantar as estratégias utilizadas para minimizar o boca a boca negativo nas mídias sociais. A segunda foi feita com a coleta de conteúdo das marcas geridas pelas agências disponível nas mídias sociais com o intuito de verificar a presença de outras estratégias além das comentadas. Como principal resultado, observam-se situações em que as empresas preferem se desculpar, ocultar a mensagem, responder inbox ou simplesmente ignorar os comentários negativos dos consumidores.

 

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Publicado

16-12-2019

Como Citar

FERNANDES, R. D.; ISABELLA, G. Investigando as estratégias de respostas quanto ao boca a boca negativo on-line. RAE-Revista de Administração de Empresas, v. 60, n. 1, p. 33-46, 16 dez. 2019.