O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

• Ano de defesa: 2016
• Autor(a) principal: Oliveira, Vania Braz de
• Orientador(a): Galindo, Daniel dos Santos
• Banca de defesa: Bueno, Wilson da Costa, Gonçalves , Elizabeth Moraes, Ferreira, Katia Zanvettor, Terra, Carolina Frazon
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de Sao Paulo
• Programa de Pós-Graduação: Comunicacao Social
• Departamento: Comunicacao Social:Programa de Pos Graduacao em Comunicacao Social
• País: Brasil
• Palavras-chave em Português: Sociedade em rede; Redes sociais on-line; Consumidor contemporâneo; Boca a boca on-line
• Palavras-chave em Inglês: Network society; Social medias; Ccontemporary consumers; Word of mouth on-line
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/1516

The postmodern consumer, inserted in a new communication environment, enhances their expressions, which are able to assess a brand or product and convey their opinion by social networks, ie, consumers can express their opinions and desires, dialogue with peers in a spontaneous way in social medias. It is in this atmosphere of participation and interaction (cyberspace) which is our object of study, the word of mouth online - the voice of the contemporary consumer, also known as a personal informative demonstration or talk, opinion sharing. Provided by consumers in social medias, word of mouth is strengthened depending on possibilities of interaction, characteristic of the network society. In this scenario, the objective of this research is to characterize the wordofmouth online as a new flow of communication among consumers, today enhanced by new communication technologies, able to change the brand awareness and demonstrate the use, by the marks,of the social medias even as a one-way communication environment. Through three cases selected by convenience (two national and international cases), our research analysis corpus was limited to the 5,084 comments made available after the publication of newspaper articles in Portal G1 and the fanpages (Facebook), both relating to selected cases. The Analysis of Content of posts allowed us to identify and categorize this contemporary consumer’speech, and this made possible to verify that the organizations / brands make use of the mass culture:they don’t dialogue with their customers because they use social medias yet unidirectional, in addition they do not give due attention to the current flow which puts in evidence the shared opinion of consumers of this network society.