Brand Activities as Face Working Resources in Virtual Brand

• Autor(a) principal: Leão, André Luiz Maranhão de Souza
• Data de Publicação: 2010
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REMark - Revista Brasileira de Marketing
• Texto Completo: https://periodicos.uninove.br/remark/article/view/12610
• topic: Brands; Virtual Communities; Brand Activities; Netnography; Face.; marcas, comunidades virtuais, atividades marcárias, netnografia, face.

Interpersonal relationships have suffered significant changes since the introduction of the internet in social life. In this context, we highlight the virtual communities and, more specifically, virtual brand communities. Assuming that the self is a social construct promoted in social interactions, this study aims to analyze the verbal behavior of participants of virtual brand communities as a means of developing their face (Goffman, 2006). To this effect, we consider the notion of what and how we say things as being a stage of social behavior (Austin, 1990) and we have adopted the concept of brand activities developed by Leo and Mello (2009). For such, we selected a Coca-Cola consumers community as an investigative field, where we conducted a netnography of communication, supported by a functional discourse analysis (DA). Finally, theoretical and practical aspects are considered.DOI: 10.5585/remark.v9i2.2168