Mídias digitais, viralização e reputação corporativa: a percepção de executivos de agências de mídias digitais

• Autor(a) principal: Ferreira, José Maurício Bacellar
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/14956
• topic: Social media; Corporate reputation; Viral; Mídias sociais; Reputação corporativa; Viralização; Administração de empresas; Mídia digital; Mídia digital - Aspectos sociais; Comportamento organizacional; Imagem corporativa

Social media are gaining importance in recent years, and transforming how people articulate, engage or simply exchange information on all matters. The evolution of mobile communication technologies, more and more robust, and the spread of smartphones, modern apparatuses and complete for the convergence of voice and image, have played an important role in an environment of permanent connection with everything and everyone. This research aims to discuss how word-of-mouth campaigns (eWOM) in Facebook (most social media all) are impacting corporate reputation management and brand image, based on field research to capture the standpoint of digital marketing agencies’ executives, added by a secondary research on the experiences of some high profile companies. The results show that social media have made more complex the reputation management process, that is increasingly out of absolute control of organizations and more shared with its stakeholders. They also indicate that social media can offer more opportunities for organizations that prepare themselves for this new environment and more threats to the ones in the opposite direction.