Browsing FGV EAESP - MPGI: Dissertações, Mestrado Profissional em Gestão Internacional by Subject "Emoções"

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OMG! Characterizing the role of emotions in the sharing of online commercial videos

Gastines, Louis-Jean Macé de
2013-03-27

Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ...
Social media crises in the organization: exploring management strategies through cases from France and Brazil

Lambret, Clémence Vignal
2016

The aim of this Master’s thesis has been to shed light on the response strategies that organizations are implementing when facing a crisis created on or amplified by social media. Since the development of social media in ...