Reciprocidade feminina: o comportamento nos grupos fechados do Facebook

• Ano de defesa: 2018
• Autor(a) principal: Leonardos, Claudia Barbosa
• Orientador(a): Mello, Cristina Helena Pinto de
• Banca de defesa: Strehlau, Vivian Iara, Lopes, Luiz Tadeu Arraes
• 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 Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Facebook; grupos fechados; motivação; troca de informação; comportamentos pró-sociais
• Palavras-chave em Inglês: Facebook; closed groups; motivation; information exchange; pro-social behaviors
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/323

Closed groups, as an environment for interaction, have been gaining importance in Facebook. Among such, Diamond Agenda, a group for exchanging information, guidance and tips regarding the most variable subjects, stands out due to the number of participants and interactions. The users post a solicitation for assistance which is promptly answered by the participants. The present research investigates the motivations for the behavior of collaborating without any material compensation. By means of in depth interviews and bibliographic review, nine motivational factors were identified: pleasure, altruism, self-sufficiency, learning, empathy, engagement, reputation, reciprocity and economy. A quantitative survey with 383 members identified that the group has a strong informational characteristic, concretized by prosocial behaviors such as reciprocity. Administrators of such kind of communities can stimulate the engagement of the participants by reinforcing the social exchange among the members. Other studies, with groups targeted to assisting in day-to-day matters, should be conducted in order to deepen the understanding and role of Facebook communities and to evaluate new ways in using them in business communication