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Previous issue date: 2014-11-14 / Companies have looked for many new ways to communicate with their customers. In the current scenario, Facebook has proven to be an efficient communication tool between consumers and businesses. This study aims to understand the differences in the complaint messages sent to companies, through an experiment that measured the emotional tone and the lack of formality in each message received by the website and the Facebook page of the company. As expected, people are more informal on Facebook. However, contrary to our intuition, participants tended to display more emotions on the company website. The social norms theory and the impression management contributed to explain the phenomena found. / As empresas têm procurado encontrar diversas novas maneiras de se comunicar com seus clientes. No atual cenário, o Facebook tem se mostrado uma eficiente forma de comunicação entre consumidores e empresas. Este estudo busca entender as diferenças nas reclamação enviadas para empresas, através de um experimento que mede o nível de emoção e comprometimento com a formalidade em mensagens recebidas através do website e a página do Facebook da empresa. Como esperado, as pessoas são mais informais no Facebook. Porém, contrariando nossa intuição, tendem a demonstrar mais emoções no website da empresa. A teoria de normas sociais e de gestão de auto-imagem ajudaram a explicar os fenômenos encontrados.
| Identifer | oai:union.ndltd.org:IBICT/oai:bibliotecadigital.fgv.br:10438/13088 |
| Date | 14 November 2014 |
| Creators | Lopes, Pedro Henrique de Mendonça |
| Contributors | Sobral, Filipe, Santos, Cristiane Pizzutti dos, Escolas::EBAPE, Andrade, Eduardo Bittencourt |
| Source Sets | IBICT Brazilian ETDs |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional do FGV, instname:Fundação Getulio Vargas, instacron:FGV |
| Rights | info:eu-repo/semantics/openAccess |
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