The consumer’s power and the impact on brand management in TripAdvisor social media
Autor(a) principal: | |
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Data de Publicação: | 2015 |
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Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.34624/rtd.v0i24.10923 |
Resumo: | The last decades provided through technology platforms development one leap in consumer experience. Many markets were affected, as the hospitality market. Interviews with employees of hospitality industry were applied, along with literature review. It was shown that organizations began to observe more closely the question of social media and its impact on brands. New rules and consumer habits appear on the horizon, those who actively work in the construction or deconstruction of brands, through posts is perceived a wide range of objectives in using these social media, and some of these goals are: retaliation, denigrate and defame brands. However, it was not evident a specific behavior pattern. |
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The consumer’s power and the impact on brand management in TripAdvisor social mediaO poder do consumidor e o impacto na gestão de marcas na rede social TripAdvisorThe last decades provided through technology platforms development one leap in consumer experience. Many markets were affected, as the hospitality market. Interviews with employees of hospitality industry were applied, along with literature review. It was shown that organizations began to observe more closely the question of social media and its impact on brands. New rules and consumer habits appear on the horizon, those who actively work in the construction or deconstruction of brands, through posts is perceived a wide range of objectives in using these social media, and some of these goals are: retaliation, denigrate and defame brands. However, it was not evident a specific behavior pattern. As últimas décadas proporcionaram através da evolução das plataformas tecnológicas um salto na experiência do consumidor. Muitos mercados foram afetados, alguns destes em maior proporção como o mercado da hospitalidade. Entrevistas com colaboradores de empresas do setor de hospitalidade foram aplicados, juntamente com revisão da literatura. Foi evidenciado que as organizações começaram a observar de modo mais próximo a questão das mídias sociais e os respetivos impactos para as marcas. Novas regras e hábitos dos consumidores aparecem no horizonte, destes que atuam ativamente na construção ou desconstrução de marcas, através de seus posts é percebida uma vasta gama de objetivos na utilização destas mídias sociais, sendo alguns destes objetivos retaliações, denegrir e difamar as marcas. Porém, não ficou evidente um padrão especifico de comportamento. Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro2015-01-01T00:00:00Zjournal articlejournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.34624/rtd.v0i24.10923oai:proa.ua.pt:article/10923Journal of Tourism & Development; No 24 (2015); 147-156Revista Turismo & Desenvolvimento; n.º 24 (2015); 147-1562182-14531645-9261reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/rtd/article/view/10923https://doi.org/10.34624/rtd.v0i24.10923https://proa.ua.pt/index.php/rtd/article/view/10923/7119https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessCunha, Yuri Lázaro de OliveiraAuriani, Márcia2022-09-26T10:56:48Zoai:proa.ua.pt:article/10923Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T16:05:33.548885Repositório 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 |
The consumer’s power and the impact on brand management in TripAdvisor social media O poder do consumidor e o impacto na gestão de marcas na rede social TripAdvisor |
title |
The consumer’s power and the impact on brand management in TripAdvisor social media |
spellingShingle |
The consumer’s power and the impact on brand management in TripAdvisor social media Cunha, Yuri Lázaro de Oliveira |
title_short |
The consumer’s power and the impact on brand management in TripAdvisor social media |
title_full |
The consumer’s power and the impact on brand management in TripAdvisor social media |
title_fullStr |
The consumer’s power and the impact on brand management in TripAdvisor social media |
title_full_unstemmed |
The consumer’s power and the impact on brand management in TripAdvisor social media |
title_sort |
The consumer’s power and the impact on brand management in TripAdvisor social media |
author |
Cunha, Yuri Lázaro de Oliveira |
author_facet |
Cunha, Yuri Lázaro de Oliveira Auriani, Márcia |
author_role |
author |
author2 |
Auriani, Márcia |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Cunha, Yuri Lázaro de Oliveira Auriani, Márcia |
description |
The last decades provided through technology platforms development one leap in consumer experience. Many markets were affected, as the hospitality market. Interviews with employees of hospitality industry were applied, along with literature review. It was shown that organizations began to observe more closely the question of social media and its impact on brands. New rules and consumer habits appear on the horizon, those who actively work in the construction or deconstruction of brands, through posts is perceived a wide range of objectives in using these social media, and some of these goals are: retaliation, denigrate and defame brands. However, it was not evident a specific behavior pattern. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-01-01T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.34624/rtd.v0i24.10923 oai:proa.ua.pt:article/10923 |
url |
https://doi.org/10.34624/rtd.v0i24.10923 |
identifier_str_mv |
oai:proa.ua.pt:article/10923 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://proa.ua.pt/index.php/rtd/article/view/10923 https://doi.org/10.34624/rtd.v0i24.10923 https://proa.ua.pt/index.php/rtd/article/view/10923/7119 |
dc.rights.driver.fl_str_mv |
https://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
https://creativecommons.org/licenses/by/4.0/ |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
publisher.none.fl_str_mv |
Departamento de Economia, Gestão, Engenharia Industrial e Turismo da Universidade de Aveiro |
dc.source.none.fl_str_mv |
Journal of Tourism & Development; No 24 (2015); 147-156 Revista Turismo & Desenvolvimento; n.º 24 (2015); 147-156 2182-1453 1645-9261 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 |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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