Gestão da imagem de uma empresa no Facebook: estudo de caso New Look
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Data
2018
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O avanço das tecnologias trouxe mudanças extraordinárias ao nosso dia a dia. Uma dessas mudanças foi a forma como nos relacionamos. Tudo passou a ser muito mais rápido, instantâneo, sem barreiras de tempo ou espaço. Facilmente conseguimos interagir com alguém do outro lado do mundo, criar conteúdo que pode ser visto por qualquer pessoa e até contar a experiência que tivemos com determinado serviço. É neste último ponto que se foca esta investigação.
Numa sociedade que vive em rede e que valoriza cada vez mais a opinião de utilizadores comuns é importante perceber o outro lado. Convém investigar o que mudou numa organização com a emergência das redes sociais e como é gerida esta nova realidade. Assim, através da revisão bibliográfica e da netnografia, foi possível entender melhor o fenómeno e observar a forma como a marca britânica de vestuário “New Look” gere a sua página de Facebook, que estratégias utiliza e como fez frente a uma situação de “crise”. Também foram brevemente analisadas outras redes sociais, como o Instagram e o Twitter, que serviram como termo de comparação.
Através das análises observamos a comunicação próxima que a marca tem com os seus clientes, a recorrente utilização de influenciadores digitais e o distanciamento adotado pela empresa em situações polémicas.
Technological advances brought extraordinary changes to our daily life. One of those changes is the way we relate with other people. Everything turn out to be so much faster, instantaneous and without barriers of space or time. We can easily interact with someone across the world, create content that can be seen by anyone and even tell the experience that we had with a certain service. It’s on this last point that this investigation focus on. In a society that lives in a network and values more and more the opinion of common users, it is important to understand the other side. It would be wise to investigate what changed in an organization with the emergence of social media and how it is managed on this new reality. Therefore, through netnography and bibliographic revision, it was possible to better understand said phenomenon and to observe how the british clothing brand “New Look” manages its Facebook page, which strategies it employs and how it behaves during a “crisis” management scenario. Other networks, such as Instagram and Twitter, were summarily evaluated as well as part of a estabilished comparative method. Through these analyses we are able to observe the close communicative relationship the brand maintains with its clients, the recurrent use of digital influencers and the company’s detachment in a polemic situation.
Technological advances brought extraordinary changes to our daily life. One of those changes is the way we relate with other people. Everything turn out to be so much faster, instantaneous and without barriers of space or time. We can easily interact with someone across the world, create content that can be seen by anyone and even tell the experience that we had with a certain service. It’s on this last point that this investigation focus on. In a society that lives in a network and values more and more the opinion of common users, it is important to understand the other side. It would be wise to investigate what changed in an organization with the emergence of social media and how it is managed on this new reality. Therefore, through netnography and bibliographic revision, it was possible to better understand said phenomenon and to observe how the british clothing brand “New Look” manages its Facebook page, which strategies it employs and how it behaves during a “crisis” management scenario. Other networks, such as Instagram and Twitter, were summarily evaluated as well as part of a estabilished comparative method. Through these analyses we are able to observe the close communicative relationship the brand maintains with its clients, the recurrent use of digital influencers and the company’s detachment in a polemic situation.
Descrição
Orientação: Marina
Magalhães de Morais
Palavras-chave
MESTRADO EM COMUNICAÇÃO, REDES E TECNOLOGIAS, COMUNICAÇÃO, MARKETING, EMPRESAS, FACEBOOK, COMMUNICATION, MARKETING, COMPANIES, FACEBOOK, ESTUDOS DE CASO, CASE STUDIES