Do virtual platforms impact user behavior? An experimental comparison between messages on the company's website and Facebook page.

• Ano de defesa: 2014
• Autor(a) principal: Lopes, Pedro Henrique de Mendonça
• Orientador(a): Andrade, Eduardo Bittencourt
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Inglês: Complaint; Message; Emotions; Consumer behavior; Marketing; Social networks; Social norms; Linguistics; Facebook; Internet; Online consumer behavior
• Link de acesso: https://hdl.handle.net/10438/13088

Companies have looked for many new ways to communicate with their customers. In the current scenario, Facebook has proven to be an efficient communication tool between consumers and businesses. This study aims to understand the differences in the complaint messages sent to companies, through an experiment that measured the emotional tone and the lack of formality in each message received by the website and the Facebook page of the company. As expected, people are more informal on Facebook. However, contrary to our intuition, participants tended to display more emotions on the company website. The social norms theory and the impression management contributed to explain the phenomena found.