A carregar...
Publicação
Estratégias de comunicação utilizadas pelas marcas perante uma crise nas redes sociais : o case de Yopro e Alpro
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 764.97 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Com a crescente massificação da utilização das redes sociais, a comunicação e interação entre consumidores, consumidores e marcas, tem vindo a tornar-se mais fácil e ágil, passando a fazer parte do nosso quotidiano. Hoje em dia, para além do propósito de entretenimento, as plataformas são utilizadas para fins comerciais, awareness e conversão para as marcas, focando-se no marketing.
No entanto, a par deste crescimento exponencial das redes sociais, surgem novos conceitos que advêm da crescente insegurança tecnológica, como os cyber ataques. De igual forma, pelos consumidores estarem tão envolvidos em todo o processo de comunicação nas redes sociais, tornam-se eles próprios divulgadores das marcas e expressam ativamente as suas opiniões nas diferentes plataformas. Em consequência, o aumento de comentários negativos juntamente com episódios de crise nas páginas das marcas são aspetos que atualmente são monitorizados numa base constante pelas mesmas.
Foi com base nas notícias de outubro de 2021, aquando de um blackout nas redes sociais deixando-as inativas durantes algumas horas, que surgiu o objetivo deste estudo, entender quais as estratégias de comunicação das marcas perante eventuais crises nas redes sociais, concretamente no setor FMCGs. Considerou-se uma estratégia de estudo de caso com uma abordagem qualitativa. Os dados foram recolhidos a partir de entrevistas semiestruturadas a Brand Managers das marcas, gestora das redes sociais e gestora de crise, observação direta e análise documental.
Os resultados do estudo indicam que a temática das estratégias de comunicação perante cenários de crise nas redes sociais é ainda um conceito recente e pouco explorado pelas marcas. Contudo, percebe-se que as mesmas possuem processos e etapas bem definidos ao nível da comunicação nas redes sociais, bem como no tratamento de episódios de crise.
With the increasing ubiquity of social media usage, communication and interaction between consumers, as well as between consumers and brands, have become easier and more agile, becoming part of our daily lives. Nowadays, in addition to entertainment purposes, platforms are used for commercial, awareness, and conversion purposes for brands, focusing on marketing. However, alongside this exponential growth of social media, new concepts arising from growing technological insecurity, such as cyber-attacks, have emerged. Similarly, because consumers are so involved in the entire communication process on social media, they themselves become brand advocates and actively express their opinions on different platforms. As a result, the increase in negative comments along with episodes of crisis on brand pages are aspects that are now constantly monitored by them. Based on the news from October 2021, when a blackout on social media left them inactive for several hours, the aim of this study emerged: to understand what communication strategies brands adopt in the face of potential crises on social media, specifically in the FMCG sector. A case study strategy with a qualitative approach was considered. Data was collected from semi-structured interviews with Brand Managers, social media managers, and crisis managers, as well as through direct observation and document analysis. The results of the study indicate that the theme of communication strategies in the face of crisis scenarios on social media is still a recent and underexplored concept for brands. However, it is clear that they have well-defined processes and stages for social media communication, as well as for handling crisis episodes.
With the increasing ubiquity of social media usage, communication and interaction between consumers, as well as between consumers and brands, have become easier and more agile, becoming part of our daily lives. Nowadays, in addition to entertainment purposes, platforms are used for commercial, awareness, and conversion purposes for brands, focusing on marketing. However, alongside this exponential growth of social media, new concepts arising from growing technological insecurity, such as cyber-attacks, have emerged. Similarly, because consumers are so involved in the entire communication process on social media, they themselves become brand advocates and actively express their opinions on different platforms. As a result, the increase in negative comments along with episodes of crisis on brand pages are aspects that are now constantly monitored by them. Based on the news from October 2021, when a blackout on social media left them inactive for several hours, the aim of this study emerged: to understand what communication strategies brands adopt in the face of potential crises on social media, specifically in the FMCG sector. A case study strategy with a qualitative approach was considered. Data was collected from semi-structured interviews with Brand Managers, social media managers, and crisis managers, as well as through direct observation and document analysis. The results of the study indicate that the theme of communication strategies in the face of crisis scenarios on social media is still a recent and underexplored concept for brands. However, it is clear that they have well-defined processes and stages for social media communication, as well as for handling crisis episodes.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Redes Sociais Comunicação de Crise Gestão da comunicação de Crise Falhas nas redes sociais Social Media Crisis Communication Crisis Communication Management Social Media Failures
Contexto Educativo
Citação
José, Maria Pia da Costa (2023). “Estratégias de comunicação utilizadas pelas marcas perante uma crise nas redes sociais : o case de Yopro e Alpro”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão