Reação dos consumidores e das organizações nas mídias sociais em momentos de crise de imagem: um estudo sobre a carne fraca

• Ano de defesa: 2018
• Autor(a) principal: Soares, Camila Malheiros de Macedo
• Orientador(a): Spers, Eduardo Eugênio
• Banca de defesa: Borges, Fábio Mariano, Strehlau, Vivian Iara, Guissoni, Leandro, Silva, Hermes Moretti R.
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: mídias sociais; marketing de crise; reação do consumidor; agronegócio; Carne Fraca
• Palavras-chave em Inglês: social media; crisis marketing; consumer reaction; agribusiness; Carne Fraca
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/317

This dissertation aims to understand the reaction of consumers and compainies from the image crises. Social media monitoring was used as a technique to understand and characterize the consumer - in this study classified as an Internet user - and companies’ reaction, in social media in moments of image crisis, having as object of empirical study the Operation Carne Fraca, due to the importance and influence of livestock to the image of agribusiness and economy of Brazil and the threat of consumption lines that take out meat from the menu. From the literature, an analytical model based on two parts was elaborated: (a) in the brand image and crisis marketing literature, in which a construct was elaborated to analyze the companies' management strategies in the face of image crisis; (b) in the literature based on consumer reaction and social media, a construct was created to analyze the profiles of Internet users' reactions in social media. The research resulted in documentary analysis of cases of image crisis and characterization of the reaction of organizations and consumers in social media, including patterns of crisis management of companies and the reactions of Internet users in the face of image crisis. The study supports communication, marketing and management professionals to make assertive decisions in times of institutional, product or governmental crisis.