BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133

Detalhes bibliográficos
Autor(a) principal: Reis, Clóvis
Data de Publicação: 2010
Outros Autores: Zucco, Fabrícia Durieux, Dambrós, Joana
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12589
Resumo: Starting on the concept of collaborative or cooperative learning (educational process based on the collective work, on sharing information and in the interdependence of the group members), this article discusses the proposal of collaborative brand management in online social networking. In the collaborative management, the corporate communication strategy evolves from the one to many model to the many to many model, in a horizontal line of action and in a two-way direction.
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network_name_str REMark - Revista Brasileira de Marketing
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spelling BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133A Gestão Colaborativa da Marca nas Redes Sociais VirtuaisAdvertising; Brand; Collaborative Management; Internet; Online Social Networking.Starting on the concept of collaborative or cooperative learning (educational process based on the collective work, on sharing information and in the interdependence of the group members), this article discusses the proposal of collaborative brand management in online social networking. In the collaborative management, the corporate communication strategy evolves from the one to many model to the many to many model, in a horizontal line of action and in a two-way direction.A partir do conceito de aprendizagem colaborativa ou cooperativa (processo educacional baseado no trabalho em conjunto, no compartilhamento de informações e na interdependência dos membros do grupo), o presente artigo discute a proposta de gestão colaborativa da marca nas redes sociais virtuais. Na gestão colaborativa, a estratégia de comunicação das empresas evolui do modelo de um a muitos para o modelo de muitos a muitos, numa linha de ação horizontal e em via de mão dupla. DOI: 10.5585/remark.v8i2.2133Universidade Nove de Julho - Uninove2010-03-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1258910.5585/remark.v8i2.2133ReMark - Revista Brasileira de Marketing; v. 8, n. 2 (2009): julho - dezembro; 41-542177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12589/6136Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessReis, ClóvisZucco, Fabrícia DurieuxDambrós, Joana2019-06-21T14:35:57Zoai:https://periodicos.uninove.br:article/12589Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:35:57REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
A Gestão Colaborativa da Marca nas Redes Sociais Virtuais
title BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
spellingShingle BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
Reis, Clóvis
Advertising; Brand; Collaborative Management; Internet; Online Social Networking.
title_short BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
title_full BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
title_fullStr BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
title_full_unstemmed BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
title_sort BRAND COLLABORATIVE MANAGEMENT IN ONLINE SOCIAL NETWORKINGS DOI: 10.5585/remark.v8i2.2133
author Reis, Clóvis
author_facet Reis, Clóvis
Zucco, Fabrícia Durieux
Dambrós, Joana
author_role author
author2 Zucco, Fabrícia Durieux
Dambrós, Joana
author2_role author
author
dc.contributor.author.fl_str_mv Reis, Clóvis
Zucco, Fabrícia Durieux
Dambrós, Joana
dc.subject.por.fl_str_mv Advertising; Brand; Collaborative Management; Internet; Online Social Networking.
topic Advertising; Brand; Collaborative Management; Internet; Online Social Networking.
description Starting on the concept of collaborative or cooperative learning (educational process based on the collective work, on sharing information and in the interdependence of the group members), this article discusses the proposal of collaborative brand management in online social networking. In the collaborative management, the corporate communication strategy evolves from the one to many model to the many to many model, in a horizontal line of action and in a two-way direction.
publishDate 2010
dc.date.none.fl_str_mv 2010-03-26
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12589
10.5585/remark.v8i2.2133
url https://periodicos.uninove.br/remark/article/view/12589
identifier_str_mv 10.5585/remark.v8i2.2133
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12589/6136
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 8, n. 2 (2009): julho - dezembro; 41-54
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
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