Crise Local de Marca Global e o Uso de Monitoramento de Redes Sociais Outros Idiomas

ID:
39190
Resumo:
Num contexto de globalização de produtos e marcas, mudança no controle da geração de informação e aumento da visibilidade de crises de marca, passa a ser mais importante para os gestores de marketing avaliarem a possibilidade de um transbordamento dos efeitos negativos de uma crise local de marca global para diversos mercados. Esta pesquisa apresenta como propósito a investigação da visibilidade de uma crise local de uma marca global em outros mercados. O método utilizado foi análise de conteúdo aplicada a uma base de dados de posts realizados em língua inglesa na rede social digital Twitter, referentes a uma crise de marca ocorrida no Brasil. O resultado do estudo sugere a confirmação da existência de repercussão uma crise local de uma marca global em outros mercados, o que aumenta a fragilidade da marca frente a crescente manifestações de consumidores.
Citação ABNT:
SALVADOR, A. B.; STREHLAU, V. I.; IKEDA, A. A. Crise Local de Marca Global e o Uso de Monitoramento de Redes Sociais. Revista Brasileira de Marketing, v. 14, n. 4, p. 438-450, 2015.
Citação APA:
Salvador, A. B., Strehlau, V. I., & Ikeda, A. A. (2015). Crise Local de Marca Global e o Uso de Monitoramento de Redes Sociais. Revista Brasileira de Marketing, 14(4), 438-450.
DOI:
10.5585/remark.v14i4.2964
Link Permanente:
http://www.spell.org.br/documentos/ver/39190/crise-local-de-marca-global-e-o-uso-de-monitoramento-de-redes-sociais/i/pt-br
Tipo de documento:
Artigo
Idioma:
Português
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