A Função do eWOM na comunicação de RSC nas redes sociais
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Resumo
As empresas tratam de inovar nas suas estratégias de comunicação para oferecer informação já seja sobre seus bens e serviços, como informação corporativa relacionada com as atividades de RSC que a empresa realiza. Atualmente, a comunicação sobre RSC é muito importante, mas pouco se sabe sobre a melhor forma de fazê-lo. Neste sentido, as redes sociais se converteram em um importante canal de comunicação entre as empresas e os consumidores. Por meio das redes sociais, os indivíduos compartem conteúdos com outros usuários, mas também podem apoiar a emprese com a difusão da informação relativa as suas atividades. Tal difusão da informação no meio eletrônico é conhecida como eWOM. O objetivo desse trabalho é analisar a função do eWOM na difusão da informação de RSC da empresa. Para isso, se realiza um estudo baseado na metodologia de análise do conteúdo que contraste se as publicações da empresa na rede social Facebook com conteúdo de RSC geram mais interações dos consumidores que as publicações com informação do tipo comercial. Os resultados obtidos confirmam se a empresa conseguirá que se propague mais sua informação nos termos de eWOM quando suas publicações contenham informações de RSC, uma vez que essas publicações alcançam um mais alto número de curtidas e comentários, ao mesmo tempo em que é compartilhado em maior extensão.
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