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- Title
NÃO CURTI! FATORES DE INSATISFAÇÃO RELACIONADOS A EMPRESAS OU MARCAS PRESENTES NAS REDES SOCIAIS.
- Authors
Becker, Larissa Carine Braz; Basso, Kenny; Slongo, Luiz Antonio; Rech, Eduardo; de Souza, João Vicente Rosa
- Abstract
The aim of this study is to identify the factors of dissatisfaction related to companies or brands in social networks and their consequences. To this end, 40 interviews were conducted and classified according to the critical incident technique in the following categories, regarding factors of dissatisfaction: information overload, false advertising, failure to communicate with the company / customer return, the inadequacy to the customer profile and invasion of privacy. The consequences were classified into the following categories: irritation and boredom, abandonment, loss of trust, intention to claim, intention of word of mouth, and acceptance. Some propositions derived from these categories are presented. Finally, in concluding remarks, theoretical and managerial implications, limitations and suggestions for future research are presented.
- Publication
Perspectivas Contemporâneas, 2017, Vol 12, Issue 2, p73
- ISSN
1980-0193
- Publication type
Article