Artigos aceitos em evento internacional – Academy of Marketing

O grupo ADMKT teve dois artigos aprovados na edição 2014 do Academy of Marketing. O primeiro é intitulado “Like, Comment, Share: The Impact of Type of Posting About Customer Interaction with Brand in Virtual Social Network“, de...

O grupo ADMKT teve dois artigos aprovados na edição 2014 do Academy of Marketing.

O primeiro é intitulado “Like, Comment, Share: The Impact of Type of Posting About Customer Interaction with Brand in Virtual Social Network“, de autoria de Milena Costa (Egressa – UFG;  Prof. Marcos Severo (ADMKT); Prof. Ricardo Limongi (ADMKT); Prof Paulo R Scalco (Economia/UFG) e Altair Camargo (ADMKT).

Resumo do artigo: This article presents a survey based on studies that categorize content in virtual social networks, whose main objective was to measure the impact of the type of posting on the metrics like, comment and sharing. The research was accomplished on Facebook starting from the categorization of posts in eight profiles of beer brands, amounting 2583 observations. Three multiple regression models were constructed and estimated by the method of Ordinary Least Squares (OLS). The main results shows that three typologies have a positive impact on comments, sharings and likes, which suggests a pattern and indicates a theoretical and empirical way for future work.

O segundo artigo intitulado “Interacting to Last How Small Companies Use Online Social Media to Build Their Corporate Image” de autoria de Maria Carolina Zanette (EAESP-FGV), Ricardo Limongi (ADMKT), Carla Abdalla (EAESP-FGV) e Mateus Ferreira (EAESP/FGV).

Resumo do artigo: This paper analyzes the construction of small companies’ corporate images on Facebook fan pages in Latin America. A total of 86% of all small companies use social networks, but their online strategies to improve company and consumer relationships have been rudimentary at best (Exame, 2010). Company–consumer relations in online social networks have been researched with a primary focus on engagement (Brodie et al., 2013), trust (Gligorijevic and Leong, 2011) or social capital (Mathwick et al., 2008). However, the way these concepts interact to form a small company’s reputation have not received adequate attention. A succession of images builds a company’s reputation (Balmer, 2001; Fombrum and Van Riel, 1997). Thus, in this paper, a netnographic study (Kozinets, 2002) conducted on 10 Facebook fan pages presents a framework that explains the building of corporate image (and, consequently, corporate reputation) as a result of the interaction of the above constructs. Our data indicates that small businesses benefit considerably from using Facebook as a promotional and corporate-reputation-building tool. Companies’ actions lead to consumer engagement and enhanced social capital for both the company and consumers, as well as increasing trust. This cycle develops corporate image, which, with the passage of time, improves corporate reputation. 

Parabéns ao grupo.