A1 Refereed original research article in a scientific journal
Não curti! Fatores de insatisfação relacionados a empresas ou marcas presentes nas redes sociais
Authors: Larissa Carine Braz Becker, Kenny Basso, Luiz Antonio Slongo, Eduardo Rech, João Vicente Rosa de Souza
Publisher: Faculdade Integrado
Publication year: 2017
Journal: Perspectivas Contemporâneas
Volume: 12
Issue: 2
First page : 73
Last page: 92
Web address : http://revista.grupointegrado.br/revista/index.php/perspectivascontemporaneas/article/view/2315/943
Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/25369232
The aim of this study is to identify the factors of dissatisfaction related to companies or brands in social
networks and their consequences. To this end, 40 interviews were conducted and classified according to the
critical incident technique in the following categories, regarding factors of dissatisfaction: information
overload, false advertising, failure to communicate with the company / customer return, the inadequacy to
the customer profile and invasion of privacy. The consequences were classified into the following categories:
irritation and boredom, abandonment, loss of trust, intention to claim, intention of word of mouth, and
acceptance. Some propositions derived from these categories are presented. Finally, in concluding remarks,
theoretical and managerial implications, limitations and suggestions for future research are presented.
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