From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/19077 |
Resumo: | Goal: This study aims to measure the Degree of Corporate Use and Repercussion in Social Media and verify whether this indicator is a good predictor of the evaluation of services performed by consumers.Method: We conducted a survey of online interactions - between consumers and commercial establishments - of bars and restaurants in Jardim Paulista in social media of great impact. We analyzed data obtained from 92 establishments and four social media platforms: Facebook, Instagram, Twitter and TripAdvisor. The data were analyzed descriptively, by calculating indicators, by cluster analysis, and by linear regression analysis.Main results: The results obtained indicate that Facebook has the highest representation, followed by Instagram and Twitter. The interactions on the part of the users are made through tastes, comments and sharing. The way Instagram's users manifest themselves most is through fun, while on Facebook, this occurs through comments and on Twitter, through sharing. It was possible to identify that most of the sample has Degree of Corporate Use and Repercussion in Social Media low, but in general, the whole sample has good evaluations made by customers in TripAdvisor.Theoretical contributions: We concluded that the Degree of Corporate Use and Repercussion in Social Media index is not able to influence the evaluation of clients about products and services, although it plays an important role as a means of brand promotion and direct communication channel with the consumer.Relevance: Social media have gained space and representativeness in recent years, being considered as an important marketing and communication tool for organizations. Used not only by society in general, but also by organizations, these media have become an important channel of connection with consumers. Faced with this reality, understanding the relationship between social interactions and performance evaluations becomes relevant academically and managerially. |
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From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customersDa mordida à curtida: a influência do grau de uso corporativo e repercussão nas mídias sociais na recomendação online dos clientes de bares e restaurantesSocial Media; Social Media marketing; Social media impact factor; Degree of corporate use and social media repercussionMídia Social; Marketing em Mídias Sociais; Fator de Impacto das Mídias Sociais; Grau de Uso Corporativo e Repercussão em Mídias SociaisGoal: This study aims to measure the Degree of Corporate Use and Repercussion in Social Media and verify whether this indicator is a good predictor of the evaluation of services performed by consumers.Method: We conducted a survey of online interactions - between consumers and commercial establishments - of bars and restaurants in Jardim Paulista in social media of great impact. We analyzed data obtained from 92 establishments and four social media platforms: Facebook, Instagram, Twitter and TripAdvisor. The data were analyzed descriptively, by calculating indicators, by cluster analysis, and by linear regression analysis.Main results: The results obtained indicate that Facebook has the highest representation, followed by Instagram and Twitter. The interactions on the part of the users are made through tastes, comments and sharing. The way Instagram's users manifest themselves most is through fun, while on Facebook, this occurs through comments and on Twitter, through sharing. It was possible to identify that most of the sample has Degree of Corporate Use and Repercussion in Social Media low, but in general, the whole sample has good evaluations made by customers in TripAdvisor.Theoretical contributions: We concluded that the Degree of Corporate Use and Repercussion in Social Media index is not able to influence the evaluation of clients about products and services, although it plays an important role as a means of brand promotion and direct communication channel with the consumer.Relevance: Social media have gained space and representativeness in recent years, being considered as an important marketing and communication tool for organizations. Used not only by society in general, but also by organizations, these media have become an important channel of connection with consumers. Faced with this reality, understanding the relationship between social interactions and performance evaluations becomes relevant academically and managerially.Objetivo: Este estudo tem por objetivo mensurar o Grau de Uso Corporativo e Repercussão nas Mídias Sociais (GUCRMS) e verificar se este indicador é um bom preditor da avaliação de serviços realizada pelos consumidores.Método: Realizamos um levantamento das interações online – entre consumidores e estabelecimentos comerciais - de bares e restaurantes do Jardim Paulista em mídias sociais de grande impacto. Foram analisados os dados obtidos de 92 estabelecimentos e quatro plataformas de mídia social: Facebook, Instagram, Twitter e TripAdvisor. Os dados foram analisados de forma descritiva, por meio do cálculo de indicadores, por meio da análise de clusters e análise de regressão linear.Principais resultados: Os resultados obtidos indicam que o Facebook possui a maior representatividade, seguido pelo Instagram e o Twitter. As interações por parte dos usuários se dão por meio de curtidas, comentários e compartilhamentos. A forma pela qual os usuários do Instagram mais se manifestam é por curtidas, enquanto, no Facebook, isso ocorre por meio de comentários e, no Twitter, por compartilhamentos. Foi possível identificar que a maior parte da amostra possui GUCRMS baixo, porém, de forma geral, toda a amostra possui boas avaliações feitas pelos clientes no TripAdvisor.Contribuições teóricas: Concluímos que o índice GUCRMS não é capaz de influenciar a avaliação de clientes sobre os produtos e serviços, apesar de exercer importante papel como meio de divulgação da marca e canal de comunicação direta com o consumidor.Relevância: As mídias sociais ganharam espaço e representatividade nos últimos anos, sendo consideradas como importante ferramenta de marketing e comunicação para as organizações. Utilizadas não apenas pela sociedade em geral, mas também pelas organizações, essas mídias tornaram-se um importante canal de conexão com os consumidores. Diante desta realidade, entender a relação entre as interações sociais e as avaliações de desempenho torna-se relevante academicamente e gerencialmente.Universidade Nove de Julho - UninoveRomeu, Luna PessoaLopes, Evandro LuizBrandão, Marcelo MollPinochet, Luis Hernan Contreras2022-03-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1907710.5585/remark.v21i2.19077ReMark - Revista Brasileira de Marketing; v. 21, n. 2 (2022): (jan./mar.); 412 - 4672177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/19077/9496Direitos autorais 2022 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-06-13T15:15:05Zoai:https://periodicos.uninove.br:article/19077Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-06-13T15:15:05REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers Da mordida à curtida: a influência do grau de uso corporativo e repercussão nas mídias sociais na recomendação online dos clientes de bares e restaurantes |
title |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers |
spellingShingle |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers Romeu, Luna Pessoa Social Media; Social Media marketing; Social media impact factor; Degree of corporate use and social media repercussion Mídia Social; Marketing em Mídias Sociais; Fator de Impacto das Mídias Sociais; Grau de Uso Corporativo e Repercussão em Mídias Sociais |
title_short |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers |
title_full |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers |
title_fullStr |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers |
title_full_unstemmed |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers |
title_sort |
From bite to like: the influence of the degree of corporate use and repercussion on social media in the online recommendation of bar and restaurant customers |
author |
Romeu, Luna Pessoa |
author_facet |
Romeu, Luna Pessoa Lopes, Evandro Luiz Brandão, Marcelo Moll Pinochet, Luis Hernan Contreras |
author_role |
author |
author2 |
Lopes, Evandro Luiz Brandão, Marcelo Moll Pinochet, Luis Hernan Contreras |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Romeu, Luna Pessoa Lopes, Evandro Luiz Brandão, Marcelo Moll Pinochet, Luis Hernan Contreras |
dc.subject.por.fl_str_mv |
Social Media; Social Media marketing; Social media impact factor; Degree of corporate use and social media repercussion Mídia Social; Marketing em Mídias Sociais; Fator de Impacto das Mídias Sociais; Grau de Uso Corporativo e Repercussão em Mídias Sociais |
topic |
Social Media; Social Media marketing; Social media impact factor; Degree of corporate use and social media repercussion Mídia Social; Marketing em Mídias Sociais; Fator de Impacto das Mídias Sociais; Grau de Uso Corporativo e Repercussão em Mídias Sociais |
description |
Goal: This study aims to measure the Degree of Corporate Use and Repercussion in Social Media and verify whether this indicator is a good predictor of the evaluation of services performed by consumers.Method: We conducted a survey of online interactions - between consumers and commercial establishments - of bars and restaurants in Jardim Paulista in social media of great impact. We analyzed data obtained from 92 establishments and four social media platforms: Facebook, Instagram, Twitter and TripAdvisor. The data were analyzed descriptively, by calculating indicators, by cluster analysis, and by linear regression analysis.Main results: The results obtained indicate that Facebook has the highest representation, followed by Instagram and Twitter. The interactions on the part of the users are made through tastes, comments and sharing. The way Instagram's users manifest themselves most is through fun, while on Facebook, this occurs through comments and on Twitter, through sharing. It was possible to identify that most of the sample has Degree of Corporate Use and Repercussion in Social Media low, but in general, the whole sample has good evaluations made by customers in TripAdvisor.Theoretical contributions: We concluded that the Degree of Corporate Use and Repercussion in Social Media index is not able to influence the evaluation of clients about products and services, although it plays an important role as a means of brand promotion and direct communication channel with the consumer.Relevance: Social media have gained space and representativeness in recent years, being considered as an important marketing and communication tool for organizations. Used not only by society in general, but also by organizations, these media have become an important channel of connection with consumers. Faced with this reality, understanding the relationship between social interactions and performance evaluations becomes relevant academically and managerially. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-03-16 |
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/19077 10.5585/remark.v21i2.19077 |
url |
https://periodicos.uninove.br/remark/article/view/19077 |
identifier_str_mv |
10.5585/remark.v21i2.19077 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/19077/9496 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2022 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2022 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
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. 21, n. 2 (2022): (jan./mar.); 412 - 467 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 |
_version_ |
1799138642101272576 |