O poder do consumeirismo nas redes sociais virtuais

Abstract

This paper aims to understand the consumerist manifestations that use the Virtual Social Networks - RSV as a "sounding board" (LIMA and DOS SANTOS, 2012, p.230) in order to identify the motivations that lead Brazilians to register and / or support consumer protests and opinions in RSV. For this, it was necessary to undertake exploratory descriptive investigations and carry out correlational analyzes. The field survey assessed quantitative and qualitative data through interviews with Internet users who present RSV consumer actions. The result allows to conclude that consumer actions have as a prelude a contradiction between the image / offer of a brand, product and / or company and its services and / or deliveries, which gives rise to consumer dissatisfaction, and allows to affirm that there is a business misunderstanding of today's conceptions of consumer value of the 21st century and that such incomprehension leads to noncompliance with the current marketing proposal. It remains to be seen that RSV is an instrument with the potential to strategically feed business actions, including marketing actions, however, companies do not use them to their potential and consequently do not provide the expected solutions to consumers.