Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal®
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.58050/comunicando.v10i1.84 |
Resumo: | This article aims to analyze the brands communication on social media, in this phase of the Covid-19 pandemic that the world is experiencing. The way of communicating has changed, and, consequently, consumer behavior, so, becomes essential understand, what communicates now, how a brand should position itself in a way that is recognized and thus create involvement with consumers It is essential to know the new path of the connected consumer, ensuring that in the phase of attraction by a brand, digital influencers advise it and communicate in order to publicize it and lead to a hypothetical consumer decision. Through a light, transparent, emotional communication that generates confidence and security, based on causes and purposes and with concern for people, communities and planet, brands can consolidate their purpose, be recognized by consumers and create involvement between consumers and brands. The case study Nestlé® and Nestlé Portugal® demonstrates two brands that have adopted this language constantly and, this has increased its visibility. In an era of social detachment, it is urgent to use social media, but in a studied, transparent and based on human values recognized by consumers. It is concluded that the concept of community stands out more and more as a basic pillar of identification of people with brands. |
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Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal®Comunicación En Las Redes Sociales en Tiempo de Pandemia: El Caso de las Marcas Nestlé® e Nestlé Portugal®Comunicação nas Redes Sociais em Tempo de Pandemia: O Caso das Marcas Nestlé® e Nestlé Portugal®Comunicação de MarcasRedes SociaisCovid-19Brand CommunicationSocial MediaCovid-19Comunicación de MarcasRedes SocialesCovid-19This article aims to analyze the brands communication on social media, in this phase of the Covid-19 pandemic that the world is experiencing. The way of communicating has changed, and, consequently, consumer behavior, so, becomes essential understand, what communicates now, how a brand should position itself in a way that is recognized and thus create involvement with consumers It is essential to know the new path of the connected consumer, ensuring that in the phase of attraction by a brand, digital influencers advise it and communicate in order to publicize it and lead to a hypothetical consumer decision. Through a light, transparent, emotional communication that generates confidence and security, based on causes and purposes and with concern for people, communities and planet, brands can consolidate their purpose, be recognized by consumers and create involvement between consumers and brands. The case study Nestlé® and Nestlé Portugal® demonstrates two brands that have adopted this language constantly and, this has increased its visibility. In an era of social detachment, it is urgent to use social media, but in a studied, transparent and based on human values recognized by consumers. It is concluded that the concept of community stands out more and more as a basic pillar of identification of people with brands.Este artículo pretende analizar la comunicación de las marcas realizada en las redes sociales en esta fase de pandemia de Covid-19 que el mundo está viviendo. En un momento en el que la forma de comunicar ha sido alterada y, por consiguiente, es fundamental entender el comportamiento de los consumidores, lo que comunican ahora, como una marca debe posicionarse para ser reconocida y, de esta manera, crear relaciones con otros consumidores. Es primordial conocer el nuevo percurso del consumidor conectado, garantizar que en la fase de atracción por una marca los influencers digitales aconsejen y comuniquen de tal forma que divulguen el producto y conduzcan al consumidor a una hipotética decisión por el mismo. A través de una comunicación ligera, transparente, que genere confianza y seguridad, emotiva, ausente en causas y propósitos y preocupada por las personas, las comunidades y el planeta, las marcas consiguen consolidar su propósito, siendo reconocidas por los consumidores y las marcas. El estudio de caso Nestlé y Nestlé Portugal muestra a dos marcas que adoptaron este lenguaje de forma constante y eso hizo que su visibilidad aumentase. En una era de distanciamiento social, urge usar las redes sociales, pero de una forma estudiada, transparente y basada en valores humanos reconocidos por los consumidores. Se concluye que cada vez más el concepto de comunidad sobresale como un pilar base de identificación de las personas con las marcas.Este artigo pretende analisar a comunicação das marcas efetuada nas redes sociais, nesta fase de pandemia da Covid-19 que o mundo vive. Numa altura em que a forma de comunicar se alterou, e, consequentemente o comportamento dos consumidores torna-se fundamental perceber, o que comunica agora, como deve uma marca posicionar-se de forma a ser reconhecida e, dessa forma, criar envolvimento com os consumidores. É fundamental conhecer o novo percurso do consumidor conetado, garantir que na fase de atração por uma marca, os influenciadores digitais a aconselhem e comuniquem de forma a divulgá-la e conduzam a uma hipotética decisão do consumidor pela mesma. Através de uma comunicação leve, transparente, que gere confiança e segurança, emotiva, assente em causas e propósitos e com preocupação pelas pessoas, comunidades e planeta, as marcas conseguem consolidar o seu propósito, serem reconhecidas pelos consumidores e criarem envolvimento entre consumidores e marcas. O estudo de caso Nestlé® e Nestlé Portugal® demonstra duas marcas que adotaram esta linguagem de forma constante e, isso fez com que a sua visibilidade aumentasse. Numa era de distanciamento social, urge usar as redes sociais, mas, de uma forma estudada, transparente e baseada em valores humanos reconhecidos pelos consumidores. Conclui-se que cada vez mais o conceito de comunidade sobressai como pilar base de identificação das pessoas com as marcas.Sopcom2021-06-30info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.58050/comunicando.v10i1.84https://doi.org/10.58050/comunicando.v10i1.84Revista Comunicando; Vol. 10 No. 1 (2021); 119-152Revista Comunicando; Vol. 10 Núm. 1 (2021); 119-152Revista Comunicando; Vol. 10 N.º 1 (2021); 119-1522182-4037reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/84https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/84/55Direitos de Autor (c) 2021 Revista Comunicando - Os novos caminhos da comunicaçãoinfo:eu-repo/semantics/openAccessGonçalves, Rita de Barros Cerqueira2024-03-16T08:28:49Zoai:revistacomunicando.sopcom.pt:article/84Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T04:01:29.160583Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® Comunicación En Las Redes Sociales en Tiempo de Pandemia: El Caso de las Marcas Nestlé® e Nestlé Portugal® Comunicação nas Redes Sociais em Tempo de Pandemia: O Caso das Marcas Nestlé® e Nestlé Portugal® |
title |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® |
spellingShingle |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® Gonçalves, Rita de Barros Cerqueira Comunicação de Marcas Redes Sociais Covid-19 Brand Communication Social Media Covid-19 Comunicación de Marcas Redes Sociales Covid-19 |
title_short |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® |
title_full |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® |
title_fullStr |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® |
title_full_unstemmed |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® |
title_sort |
Brand Communication in Social Media in Pandemic Time: The Case of Nestlé® and Nestlé Portugal® |
author |
Gonçalves, Rita de Barros Cerqueira |
author_facet |
Gonçalves, Rita de Barros Cerqueira |
author_role |
author |
dc.contributor.author.fl_str_mv |
Gonçalves, Rita de Barros Cerqueira |
dc.subject.por.fl_str_mv |
Comunicação de Marcas Redes Sociais Covid-19 Brand Communication Social Media Covid-19 Comunicación de Marcas Redes Sociales Covid-19 |
topic |
Comunicação de Marcas Redes Sociais Covid-19 Brand Communication Social Media Covid-19 Comunicación de Marcas Redes Sociales Covid-19 |
description |
This article aims to analyze the brands communication on social media, in this phase of the Covid-19 pandemic that the world is experiencing. The way of communicating has changed, and, consequently, consumer behavior, so, becomes essential understand, what communicates now, how a brand should position itself in a way that is recognized and thus create involvement with consumers It is essential to know the new path of the connected consumer, ensuring that in the phase of attraction by a brand, digital influencers advise it and communicate in order to publicize it and lead to a hypothetical consumer decision. Through a light, transparent, emotional communication that generates confidence and security, based on causes and purposes and with concern for people, communities and planet, brands can consolidate their purpose, be recognized by consumers and create involvement between consumers and brands. The case study Nestlé® and Nestlé Portugal® demonstrates two brands that have adopted this language constantly and, this has increased its visibility. In an era of social detachment, it is urgent to use social media, but in a studied, transparent and based on human values recognized by consumers. It is concluded that the concept of community stands out more and more as a basic pillar of identification of people with brands. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-30 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
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article |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.58050/comunicando.v10i1.84 https://doi.org/10.58050/comunicando.v10i1.84 |
url |
https://doi.org/10.58050/comunicando.v10i1.84 |
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https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/84 https://www.revistacomunicando.sopcom.pt/index.php/comunicando/article/view/84/55 |
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Direitos de Autor (c) 2021 Revista Comunicando - Os novos caminhos da comunicação info:eu-repo/semantics/openAccess |
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Direitos de Autor (c) 2021 Revista Comunicando - Os novos caminhos da comunicação |
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openAccess |
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application/pdf |
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Sopcom |
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Sopcom |
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Revista Comunicando; Vol. 10 No. 1 (2021); 119-152 Revista Comunicando; Vol. 10 Núm. 1 (2021); 119-152 Revista Comunicando; Vol. 10 N.º 1 (2021); 119-152 2182-4037 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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