Reputação corporativa e TikTok: um estudo sobre a percepção dos consumidores em relação à marca Carrefour

• Ano de defesa: 2025
• Autor(a) principal: Paula, Naira de Oliveira Luiz de
• Orientador(a): Santa-Cruz, Lucia Maria Marcellino de
• Banca de defesa: Maciel, Inês Maria Silva , Souza, Marco Aurélio Rodrigues de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Economia Criativa, Estratégia e Inovação
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Reputação; Redes Sociais; Carrefour; TikTok.
• Palavras-chave em Inglês: Reputation; Social Media; Carrefour; TikTok
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ECONOMIA
• Link de acesso: http://tede2.espm.br/handle/tede/834

The digital environment plays a significant role in the cultural, social, economic, and commercial aspects of contemporary society. In Brazil, active participation in social media is observed among 66.3% of the population, who spend an average of 3 hours and 37 minutes per day on these platforms, with 77.3% of them conducting brand-related research. These data indicate that the relationship between individuals and brands is also shaped by digital experiences. In this context, this research analyzes how unofficial content posted on TikTok impacts the reputation of the Carrefour Brazil brand. Brazil ranks as the third country globally in terms of the number of users on this social network. Additionally, TikTok is the social platform on which Brazilians spend the most time, with an average of 30 hours per month. The theoretical approach of this research includes contextualizing the relationship between the Creative Economy and digital platforms, along with an in-depth exploration of three major study lines: brand, reputation, and social networks.This research is exploratory with a qualitative approach. The methodology used was sentiment analysis, which falls under the content analysis concept. This method enables the evaluation, classification, and refinement of social media users opinions, identifying whether polarity is positive, negative, or neutral. Furthermore, it allows the classification of emotions, such as sadness, anger, joy, among others. Various types of automation were utilized for this qualitative analysis, as TikTok does not allow API use. From a sentiment perspective, the majority are negative, with 59% of entries, followed by neutral at 26% and positive at 15%. In terms of emotions, anger is the most prominent with 399 occurrences, present in nearly 40% of the sample, followed by sadness with 330 and disgust with 255. Fear also has a considerable presence with 182 occurrences. The remaining four emotions (anticipation, trust, surprise, and joy) are minimally present, each appearing in less than 6% of total comments individually. The analysis allowed the conclusion that TikTok content does indeed impact reputation by bringing up themes, in some cases sensitive, that are not proactively addressed by the brand; by encouraging discussions on topics generally sensitive to consumers, such as product pricing; by exposing critical brand-related situations experienced in recent years in a context where these had not been mentioned; among other examples detailed in the research