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Abstract(s)
O impacto da gestão da comunicação de crise na reputação é já um tema debatido na
literatura porém, uma das lacunas identificadas é a falta de aplicação do mesmo a crises
geradas nas redes sociais, visto que estas são um fenómeno ainda relativamente recente.
Deste modo, nesta investigação procurou-se entender em que medida a gestão da
comunicação de crises ocorridas nas redes sociais impacta a reputação das marcas. Para tal,
foi selecionado um caso para a investigação: a situação de crise decorrente da campanha de
Instagram da marca Dodot para o Dia Mundial do Prematuro, em 2020. Assim, definiramse como objetivos perceber se a realização de uma campanha viral no Instagram impactou a
reputação da marca, analisar o papel do efeito viral das redes sociais na gestão da
comunicação da situação de crise, perceber se a presença da marca Dodot no Instagram,
prévia à situação de crise, teve influência nos resultados da gestão da comunicação da mesma
e, por fim, perceber se a gestão da comunicação da situação de crise teve impacto na
reputação da marca.
De forma a poder chegar a conclusões relevantes foi realizada uma análise de um
conjunto de comentários recolhidos das redes sociais e artigos de opinião acerca do caso,
uma entrevista em profundidade a uma colaboradora da organização detentora da marca
Dodot e ainda um inquérito por questionário a indivíduos que se recordassem da campanha
e da situação de crise decorrente da mesma.
Assim, foi possível concluir que a gestão da comunicação de crises, desenvolvidas
nas redes sociais, tem um impacto positivo na reputação e que fatores como o efeito viral
das redes sociais e a presença das marcas/organizações nestas redes, prévia às situações de
crise, contribuem de forma positiva neste impacto. Concluiu-se, deste modo, que as situações
de crise ocorridas nas redes sociais podem ter um impacto negativo na reputação, mas a
gestão da comunicação destas mesmas situações, auxiliada pelos fatores acima descritos,
acaba por ter um impacto positivo na mesma.
The impact of crisis communication management on reputation is a topic already discussed in the literature, but one of the gaps identified is the lack of its application to crisis generated on social media, since these are still a relatively recent phenomenon. Thus, this research sought to understand to what extent the crisis communication management occurring on social media impacts brands’ reputation. To this end, a case was selected for investigation: the crisis situation arising from Dodot's Instagram campaign for World Premature Day, in 2020. Thus, the following main objectives were defined: to understand whether carrying out a viral campaign on Instagram impacted the brand's reputation; to analyse the role of the viral effect of social media in crisis communication management; to understand if the presence of Dodot on Instagram, prior to the crisis, had an influence on the results of its communication management and, finally, to understand if the crisis situation’s communication management had an impact on the brand’s reputation. In order to reach relevant conclusions, we analysed a set of comments collected from social media and opinion articles about the case, we conducted an in-depth interview with an employee of the organization that owns Dodot, and we also did a questionnaire survey among individuals who recalled the campaign and the crisis situation resulting from it. Thus, it was possible to conclude that the communication management of crisis developed on social media, has a positive impact on reputation and that factors such as the viral effect of social media and the presence of brands/organizations on these networks, prior to these situations, positively contributes to this impact. It was concluded that crisis that occur on social media can have a negative impact on reputation, but the communication management of this type of situations, aided by the factors described above, ends up having a positive impact on it.
The impact of crisis communication management on reputation is a topic already discussed in the literature, but one of the gaps identified is the lack of its application to crisis generated on social media, since these are still a relatively recent phenomenon. Thus, this research sought to understand to what extent the crisis communication management occurring on social media impacts brands’ reputation. To this end, a case was selected for investigation: the crisis situation arising from Dodot's Instagram campaign for World Premature Day, in 2020. Thus, the following main objectives were defined: to understand whether carrying out a viral campaign on Instagram impacted the brand's reputation; to analyse the role of the viral effect of social media in crisis communication management; to understand if the presence of Dodot on Instagram, prior to the crisis, had an influence on the results of its communication management and, finally, to understand if the crisis situation’s communication management had an impact on the brand’s reputation. In order to reach relevant conclusions, we analysed a set of comments collected from social media and opinion articles about the case, we conducted an in-depth interview with an employee of the organization that owns Dodot, and we also did a questionnaire survey among individuals who recalled the campaign and the crisis situation resulting from it. Thus, it was possible to conclude that the communication management of crisis developed on social media, has a positive impact on reputation and that factors such as the viral effect of social media and the presence of brands/organizations on these networks, prior to these situations, positively contributes to this impact. It was concluded that crisis that occur on social media can have a negative impact on reputation, but the communication management of this type of situations, aided by the factors described above, ends up having a positive impact on it.
Description
Keywords
Comunicação de crise Gestão de crise Reputação organizacional Redes sociais digitais Crisis communication Crisis management Organizational reputation Digital social media