Digital platforms and organizations: the case of a Brazilian patisserie in an online society

• Ano de defesa: 2023
• Autor(a) principal: Vianna, Fernando Resetti Pinheiro Marques
• Orientador(a): Silveira, Rafael Alcadipani da, Barros, Marcos
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Plataforma digital; Gerenciamento de reputação entre plataformas; Mídia social
• Palavras-chave em Inglês: Digital platforms; Cross platform reputation; Social media
• Link de acesso: https://hdl.handle.net/10438/34247

This dissertation consists of a set of three articles based on digital platforms interactions from a Brazilian patisserie. The three articles take arguments and constructs based on social media affordances, legitimation, reputation, and fantasy work to problematize the use of digital platforms for organizations to manage evaluations. Over the past years we observed studies focusing on digital platform as a way to organizations manage and increase business, digital platforms’ power, ways of users-organizations and non-organizations to resist, and how digital platform affect workers. We already know about how digital platforms impact positively and negatively organizations. However, we still have a limited understanding of how exactly organizations manage digital platforms and its interactions. Analyses that consider interactions between social media profiles and between multiple platforms are still scarce. Thus, I investigate how organizations manage customer evaluation through digital platforms. Through empirical research, I observed how companies interact between themselves and between them and other social media users to manage evaluations on social media. In the first article, I investigate how do organizations’ social media interactions help them to provide and acquire legitimacy. In the second article, I question how organization owner has managed fantasy on social media. Finally, in the third article, I discuss how an organization manage its reputation through multiple digital platforms. My results show that (1) organizations use social media resources, like posts and visual resources, to establish relations among each other and interact with stakeholders looking for legitimation and providing it. Also, (2) organizations use both production and social media technologies to produce content and create some kind of fantasy, that can be abstracted by customers or can become a disillusionment. I conclude by pointing out that (3) organizations use and manipulate multiple platforms data and information to manage their reputations. The analysis allowed me to conclude that organizations relate and interact with different actors, data, and information, providing a relatively control for organization of evaluations by combining and cross-using resources and relations from one platform to another. For the organization this possibility can represent a way out of digital platforms dependence and power. By showing these results, I am generating insights related to social media content production, users’ interactions, and multiple platforms management to inform a theory of Cross Platform Reputation Management.