O poder do consumeirismo nas redes sociais virtuais
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Vianna Sapiens |
Texto Completo: | https://www.viannasapiens.com.br/revista/article/view/824 |
Resumo: | This paper aims to understand the consumerist manifestations that use the Virtual Social Networks - RSV as a "sounding board" (LIMA and DOS SANTOS, 2012, p.230) in order to identify the motivations that lead Brazilians to register and / or support consumer protests and opinions in RSV. For this, it was necessary to undertake exploratory descriptive investigations and carry out correlational analyzes. The field survey assessed quantitative and qualitative data through interviews with Internet users who present RSV consumer actions. The result allows to conclude that consumer actions have as a prelude a contradiction between the image / offer of a brand, product and / or company and its services and / or deliveries, which gives rise to consumer dissatisfaction, and allows to affirm that there is a business misunderstanding of today's conceptions of consumer value of the 21st century and that such incomprehension leads to noncompliance with the current marketing proposal. It remains to be seen that RSV is an instrument with the potential to strategically feed business actions, including marketing actions, however, companies do not use them to their potential and consequently do not provide the expected solutions to consumers. |
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O poder do consumeirismo nas redes sociais virtuaisConsumerismo; Redes Sociais Virtuais; Facebook.Consumerism; Virtual Social Networks; Facebook.This paper aims to understand the consumerist manifestations that use the Virtual Social Networks - RSV as a "sounding board" (LIMA and DOS SANTOS, 2012, p.230) in order to identify the motivations that lead Brazilians to register and / or support consumer protests and opinions in RSV. For this, it was necessary to undertake exploratory descriptive investigations and carry out correlational analyzes. The field survey assessed quantitative and qualitative data through interviews with Internet users who present RSV consumer actions. The result allows to conclude that consumer actions have as a prelude a contradiction between the image / offer of a brand, product and / or company and its services and / or deliveries, which gives rise to consumer dissatisfaction, and allows to affirm that there is a business misunderstanding of today's conceptions of consumer value of the 21st century and that such incomprehension leads to noncompliance with the current marketing proposal. It remains to be seen that RSV is an instrument with the potential to strategically feed business actions, including marketing actions, however, companies do not use them to their potential and consequently do not provide the expected solutions to consumers.Este paper tem o objetivo de compreender as manifestações consumeristas que utilizam as Redes Sociais Virtuais – RSV como “caixa de ressonância” (LIMA e DOS SANTOS, 2012, p.230) de forma a identificar as motivações que levam os brasileiros a registrarem e/ou apoiarem manifestações e opiniões consumeristas nas RSV. Para tal, foi necessário empreender investigações exploratórias descritivas e realizar análises correlacionais. O levantamento de campo aferiu dados quantitativos e qualitativos por meio de entrevistas com internautas que apresentam ações consumeristas nas RSV. O resultado permite concluir as ações consumeristas têm como prelúdio uma contrariedade entre a imagem/oferta de uma marca, produto e/ou empresa e suas prestações de serviços e/ou entregas, o que suscita insatisfação ao consumidor, e permite afirmar que há incompreensão empresarial das atuais concepções de valor do consumidor do século 21 e que tal incompreensão leva ao descumprimento da atual proposta de marketing. Restou evidenciado que as RSV é um instrumento, com potencial de alimentar estrategicamente ações empresariais, inclusive as ações de marketing, no entanto, as empresas não as utilizam em seu potencial e consequentemente não dão as soluções esperadas aos consumidores.Faculdades Integradas Vianna Júnior2022-04-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.viannasapiens.com.br/revista/article/view/82410.31994/rvs.v13i1.824Revista Vianna Sapiens; v. 13 n. 1 (2022): Revista Vianna Sapiens - Janeiro a Junho de 2022; 372177-372610.31994/rvs.v13i1reponame:Vianna Sapiensinstname:Instituto Vianna Júnior (IVJ)instacron:IVJporhttps://www.viannasapiens.com.br/revista/article/view/824/422Copyright (c) 2022 Revista Vianna Sapienshttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessRegina Lopes Costa , Barbara Medeiros de Araújo , Richard2022-04-27T20:09:36Zoai:ojs.emnuvens.com.br:article/824Revistawww.viannasapiens.com.brONGhttps://www.viannasapiens.com.br/revista/oai||rzacarias@vianna.edu.br2177 37262177 3726opendoar:2022-04-27T20:09:36Vianna Sapiens - Instituto Vianna Júnior (IVJ)false |
dc.title.none.fl_str_mv |
O poder do consumeirismo nas redes sociais virtuais |
title |
O poder do consumeirismo nas redes sociais virtuais |
spellingShingle |
O poder do consumeirismo nas redes sociais virtuais Regina Lopes Costa , Barbara Consumerismo; Redes Sociais Virtuais; Facebook. Consumerism; Virtual Social Networks; Facebook. |
title_short |
O poder do consumeirismo nas redes sociais virtuais |
title_full |
O poder do consumeirismo nas redes sociais virtuais |
title_fullStr |
O poder do consumeirismo nas redes sociais virtuais |
title_full_unstemmed |
O poder do consumeirismo nas redes sociais virtuais |
title_sort |
O poder do consumeirismo nas redes sociais virtuais |
author |
Regina Lopes Costa , Barbara |
author_facet |
Regina Lopes Costa , Barbara Medeiros de Araújo , Richard |
author_role |
author |
author2 |
Medeiros de Araújo , Richard |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Regina Lopes Costa , Barbara Medeiros de Araújo , Richard |
dc.subject.por.fl_str_mv |
Consumerismo; Redes Sociais Virtuais; Facebook. Consumerism; Virtual Social Networks; Facebook. |
topic |
Consumerismo; Redes Sociais Virtuais; Facebook. Consumerism; Virtual Social Networks; Facebook. |
description |
This paper aims to understand the consumerist manifestations that use the Virtual Social Networks - RSV as a "sounding board" (LIMA and DOS SANTOS, 2012, p.230) in order to identify the motivations that lead Brazilians to register and / or support consumer protests and opinions in RSV. For this, it was necessary to undertake exploratory descriptive investigations and carry out correlational analyzes. The field survey assessed quantitative and qualitative data through interviews with Internet users who present RSV consumer actions. The result allows to conclude that consumer actions have as a prelude a contradiction between the image / offer of a brand, product and / or company and its services and / or deliveries, which gives rise to consumer dissatisfaction, and allows to affirm that there is a business misunderstanding of today's conceptions of consumer value of the 21st century and that such incomprehension leads to noncompliance with the current marketing proposal. It remains to be seen that RSV is an instrument with the potential to strategically feed business actions, including marketing actions, however, companies do not use them to their potential and consequently do not provide the expected solutions to consumers. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-04-26 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.viannasapiens.com.br/revista/article/view/824 10.31994/rvs.v13i1.824 |
url |
https://www.viannasapiens.com.br/revista/article/view/824 |
identifier_str_mv |
10.31994/rvs.v13i1.824 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://www.viannasapiens.com.br/revista/article/view/824/422 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Revista Vianna Sapiens https://creativecommons.org/licenses/by-nc/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Revista Vianna Sapiens https://creativecommons.org/licenses/by-nc/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Faculdades Integradas Vianna Júnior |
publisher.none.fl_str_mv |
Faculdades Integradas Vianna Júnior |
dc.source.none.fl_str_mv |
Revista Vianna Sapiens; v. 13 n. 1 (2022): Revista Vianna Sapiens - Janeiro a Junho de 2022; 37 2177-3726 10.31994/rvs.v13i1 reponame:Vianna Sapiens instname:Instituto Vianna Júnior (IVJ) instacron:IVJ |
instname_str |
Instituto Vianna Júnior (IVJ) |
instacron_str |
IVJ |
institution |
IVJ |
reponame_str |
Vianna Sapiens |
collection |
Vianna Sapiens |
repository.name.fl_str_mv |
Vianna Sapiens - Instituto Vianna Júnior (IVJ) |
repository.mail.fl_str_mv |
||rzacarias@vianna.edu.br |
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1754732993408139264 |