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Publication
Os critérios de gatekeeping que evitam que uma lovebrand se transforme numa hatebrand
| Name: | Description: | Size: | Format: | |
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| 1.86 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A relação marca/consumidor é importante e, atualmente, com a evolução tecnológica e com a
disseminação das redes sociais, a sua importância subiu de nível pois o meio online permite
que os consumidores estejam mais informados e tenham mais consciência das diversas opções
que existem no mercado. Como tal, as marcas aproveitam as redes sociais, tais como o
Facebook, para se fazerem notar, para mostrarem o seu lado mais humano e assim estabelecer
comunicação com os utilizadores de forma a criar ou manter uma relação mais íntima com o
mesmo. Contudo, a liberdade de expressão que existe nas redes sociais nem sempre é
favorável às marcas, o que faz com que estas optem por utilizar critérios de gatekeeping para
filtrar alguns conteúdos.
O que se pretende deste estudo não experimental de tipo exploratório e de método qualitativo,
é aferir que critérios de gatekeeping é que são mais suscetíveis de serem utilizados pelas
marcas, de forma a evitarem que a relação forte que detêm com o consumidor fique
comprometida e manchada pelo ódio e, consequentemente, perceber como é feita a gestão das
próprias páginas de Facebook. O objeto do estudo em causa envolve, assim, duas empresas do
setor eletrónico que são concorrentes diretas e que têm consumidores muito dedicados e que
foram selecionadas através de um método de amostragem não aleatório intencional.
The brand/consumer relationship is important and currently, with the technological evolution and the spread of social networks, its importance has increased because the online environment allows consumers to be more informed and more aware of the several options that exist in the market. As such, the brands take advantage of social networks, such as Facebook, to be noticed, to show more of their human side and therefore establish some communication with users in order to create or maintain a more intimate relationship with the user. However, the freedom of speech that exist in social networks is not always favourable to the brands, which makes them choose to use gatekeeping criteria in order to filter some content. The aim of this non-experimental exploratory-type study of qualitative method is to identify which gatekeeping criteria are more likely to be used by brands, in order to avoid that the strong relationship they hold with the consumer gets compromised and marked with hate and, consequently, to understand how the administration of the Facebook pages is done. The object of this study implicates two electronic companies that are direct competitors and both of them have very dedicated consumers, these two companies were selected through a non-intentional random sampling method.
The brand/consumer relationship is important and currently, with the technological evolution and the spread of social networks, its importance has increased because the online environment allows consumers to be more informed and more aware of the several options that exist in the market. As such, the brands take advantage of social networks, such as Facebook, to be noticed, to show more of their human side and therefore establish some communication with users in order to create or maintain a more intimate relationship with the user. However, the freedom of speech that exist in social networks is not always favourable to the brands, which makes them choose to use gatekeeping criteria in order to filter some content. The aim of this non-experimental exploratory-type study of qualitative method is to identify which gatekeeping criteria are more likely to be used by brands, in order to avoid that the strong relationship they hold with the consumer gets compromised and marked with hate and, consequently, to understand how the administration of the Facebook pages is done. The object of this study implicates two electronic companies that are direct competitors and both of them have very dedicated consumers, these two companies were selected through a non-intentional random sampling method.
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Keywords
Marketing Marketing digital Facebook Gatekeeping Lovebrands Hatebrands