Corporate relationships and online social networks in a consumer world: cohabitation and respect in the case Me Gusta Picolés Artesanais
DOI:
https://doi.org/10.11606/issn.1984-5057.v9i2p55-67Keywords:
Communication, Relationship, Online social networks, Me Gusta Picolés Artesanais, Consumer.Abstract
Under the aegis of a postmodern society, this article presents communication under the perspective of the risks it is submitted to in the context of online social networks, considering it must deal today with audiences that are more alert, skeptical, active, and unsatisfied with the discomforts and disappointments that permeate the relationship with corporations regarding consumption practices and experiences. In this scenario, we highlight the positive positioning taken by the “Me Gusta Picolés Artesanais” trademark through a case study after a homosexual couple was thrown out from its store in São Paulo in 2015 and the repercussion generated by the case in the virtual agora.
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