Análise do comportamento
do consumidor em redes sociais:
página da Coca-Cola no Facebook
Juliano Cristofolliϭ | Augusto Rodrigues ParadaϮ
Resumo
O presente trabalho consiste em analisar o comportamento dos consumidores inƐĞƌŝĚŽƐŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ǀĞƌŝĮĐĂŶĚŽĐŽŵŽĞůĞƐŝŶƚĞƌĂŐĞŵĞĐŽŵƉĂƌƟůŚĂŵŝŶĨŽƌŵĂĕƁĞƐ
ŶĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐ͘WĂƌĂŽĞŵďĂƐĂŵĞŶƚŽĚĂƉĞƐƋƵŝƐĂ͕ĨŽŝŽďƐĞƌǀĂĚĂĂƉĄŐŝŶĂĚĂ
Coca-Cola no site de redes sociais Facebook͘WƌĞƚĞŶĚĞͲƐĞ͕ĐŽŵĂƌĞǀŝƐĆŽďŝďůŝŽŐƌĄĮĐĂĞ
ĐŽŵĂŽďƐĞƌǀĂĕĆŽƉĂƌƟĐŝƉĂŶƚĞ͕ŝĚĞŶƟĮĐĂƌĂƐƌĞůĂĕƁĞƐĚĞĐŽŶƐƵŵŽĞĂƐĨƵŶĐŝŽŶĂůŝĚĂĚĞƐ
ĚĞŝŶƚĞƌĂĕƁĞƐĚŝƐƉŽŶşǀĞŝƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ƉĂƌƟƌĚŽůĞǀĂŶƚĂŵĞŶƚŽĚĞĚĂĚŽƐ͕ƚŽƌŶĂͲƐĞƉŽƐƐşǀĞůƌĞůĂĐŝŽŶĂƌŽƐĐŽŶĐĞŝƚŽƐĚŽƐĂƵƚŽƌĞƐĐŽŵŽĐŽƟĚŝĂŶŽĚĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͘EŽ
ƚĠƌŵŝŶŽĚĂƉĞƐƋƵŝƐĂ͕ĐŽŶƐƚĂƚŽƵͲƐĞƋƵĞ͕ŵĞƐŵŽĞŵƉƌĞƐĂƐŵƵůƟŶĂĐŝŽŶĂŝƐĐŽŵŽĂŽĐĂͲŽůĂ͕ĚĞŝǆĂŵĨĂůŚĂƐŶĂĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐŶĂƌĞĚĞƐŽĐŝĂůƌĞĨĞƌŝĚĂ͘
WĂůĂǀƌĂƐͲĐŚĂǀĞ͗ Comportamento do consumidor. Comunidades virtuais. Facebook.
Redes sociais.
ďƐƚƌĂĐƚ
dŚŝƐƉĂƉĞƌĂŝŵƐƚŽĂŶĂůǇǌĞƚŚĞďĞŚĂǀŝŽƌŽĨƐŽĐŝĂůŶĞƚǁŽƌŬƵƐĞƌƐĂƐĐƵƐƚŽŵĞƌƐ͕
ŽďƐĞƌǀŝŶŐƚŚĞǁĂǇƚŚĞǇŝŶƚĞƌĂĐƚĂŶĚƐŚĂƌĞŝŶĨŽƌŵĂƟŽŶŝŶǀŝƌƚƵĂůĐŽŵŵƵŶŝƟĞƐ͘dŚĞ&ĂĐĞďŽŽŬƉĂŐĞĨƌŽŵŽĐĂͲŽůĂǁĂƐƵƐĞĚĂƐĂďĂƐĞĨŽƌƚŚŝƐĂŶĂůǇƐŝƐ͘ŝďůŝŽŐƌĂƉŚŝĐĂůƌĞǀŝĞǁ
ĂŶĚĂƉĂƌƟĐŝƉĂƟŶŐŽďƐĞƌǀĂƟŽŶǁĞƌĞƚĂŬĞŶŝŶƚŽĐŽŶƐŝĚĞƌĂƟŽŶĂƐĐƵƐƚŽŵĞƌƌĞůĂƟŽŶƐŚŝƉƐ
ĂŶĚƚŚĞĨƵŶĐƟŽŶĂůŝƚǇŽĨŝŶƚĞƌĂĐƟŽŶƐĂǀĂŝůĂďůĞĨŽƌƚŚĞĐƵƐƚŽŵĞƌƐǁĞƌĞŝĚĞŶƟĮĞĚ͘KďƚĂŝŶŝŶŐĚĂƚĂĂůůŽǁĞĚƵƐƚŽƌĞůĂƚĞĂƵƚŚŽƌƐ͛ĐŽŶĐĞƉƚƐƚŽƐŽĐŝĂůŶĞƚǁŽƌŬƌĞĂůŝƚǇ͘/ƚǁĂƐǀĞƌŝĮĞĚ
ƚŚĂƚĞǀĞŶĂŵƵůƟŶĂƟŽŶĂů ĐŽŵƉĂŶǇĂƐŽĐĂͲŽůĂ ŚĂƐŇĂǁƐ ŝŶ ŝƚƐ ĐŽŵŵƵŶŝĐĂƟŽŶ ǁŝƚŚ
ĐƵƐƚŽŵĞƌƐŝŶƚŚĞĂďŽǀĞŵĞŶƟŽŶĞĚƐŽĐŝĂůŶĞƚǁŽƌŬ͘
<ĞǇǁŽƌĚƐ͗ƵƐƚŽŵĞƌĞŚĂǀŝŽƵƌ͘sŝƌƚƵĂůŽŵŵƵŶŝƟĞƐ͘&ĂĐĞďŽŽŬ͘^ŽĐŝĂůEĞƚǁŽƌŬƐ͘
ϭ
'ƌĂĚƵĂĚŽĞŵŽŵƵŶŝĐĂĕĆŽ^ŽĐŝĂůͲWƵďůŝĐŝĚĂĚĞĞWƌŽƉĂŐĂŶĚĂͲƉĞůĂƐ&ĂĐƵůĚĂĚĞƐ/ŶƚĞŐƌĂĚĂƐĚĞdĂƋƵĂƌĂͲ&ĂĐĐĂƚͲdĂƋƵĂƌĂ͕Z^͘
ũĐƌŝƐƚŽĨŽůůŝΛŐŵĂŝů͘ĐŽŵ
Ϯ
&ĂĐƵůĚĂĚĞƐ/ŶƚĞŐƌĂĚĂƐĚĞdĂƋƵĂƌĂͲ&ĂĐĐĂƚͲdĂƋƵĂƌĂ͕Z^͘KƌŝĞŶƚĂĚŽƌ͘
ĂƉĂƌĂĚĂΛĨĂĐĐĂƚ͘ďƌͲŚƩƉ͗ͬͬůĂƩĞƐ͘ĐŶƉƋ͘ďƌͬϯϮϴϴϳϯϵϵϲϵϴϬϬϰϬϮ
Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 43
ϭ/ŶƚƌŽĚƵĕĆŽ
Para buscar um entendimento do vínculo das pessoas com as empresas na internet e constatar se as teorias levantadas pelos autores realmente são aplicadas neste
ĐĂŶĂůĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ĮĐĂŶĚŽĂƚĞŶƚŽĂƚŽĚĂƐĞƐƐĂƐĨĂĐŝůŝĚĂĚĞƐƋƵĞĂŝŶƚĞƌŶĞƚĞƐƚĄƉƌŽƉŽƌĐŝŽŶĂŶĚŽăƐƉĞƐƐŽĂƐĞăƐĞŵƉƌĞƐĂƐ͕ĂƉƌĞƐĞŶƚĂͲƐĞŽƚĞŵĂĚĞƐƚĞĞƐƚƵĚŽ͘ƉƌŽƉŽƐƚĂĠ
analisar o comportamento dos consumidores nas redes sociais perante as empresas que
ĞƐƚĆŽŝŶƐĞƌŝĚĂƐŶĞƐƐĞŵĞŝŽ͕ŵĂŝƐĞƐƉĞĐŝĮĐĂŵĞŶƚĞĂƉĄŐŝŶĂĞŵƉƌĞƐĂƌŝĂůĚĂŽĐĂͲŽůĂŶŽ
Facebook ΈKͳK>&KK<͕ϮϬϬϭΉ͕ empresa mundialmente conhecida do ramo
ĚĞďĞďŝĚĂƐ͕ĞƐƚĂďĞůĞĐŝĚĂŶŽƌĂƐŝůĚĞƐĚĞϭϵϰϮĞĐŽŶƐŽůŝĚĂĚĂŶŽŵĞƌĐĂĚŽĞŵƋƵĞĂƚƵĂ
;KK>Z^/>͕ϮϬϬϭĂͿ.
WĂƌĂ ĚĂƌ ƐƵƉŽƌƚĞ Ğ ŵĂŝƐ ƐĞŐƵƌĂŶĕĂ ăƐ ĞŵƉƌĞƐĂƐ ƋƵĞ ŚŽũĞ ƉĞŶƐĂŵ Ğŵ ĐŽŵŽ Ž
ĐŽŶƐƵŵŝĚŽƌ ǀĂŝ ŝŶƚĞƌĂŐŝƌ ĐŽŵ Ă ƐƵĂ ŵĂƌĐĂ ŶĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ͕ ĞƐƚĞ ƚƌĂďĂůŚŽ ƚĞŵ ĐŽŵŽ
ĮŶĂůŝĚĂĚĞŝĚĞŶƟĮĐĂƌŽƉĞƌĮůĚŽƐŝŶƚĞƌŶĂƵƚĂƐĞƋƵĞƟƉŽĚĞŝŶĨŽƌŵĂĕƁĞƐƐĆŽƉŽƐƚĂĚĂƐ
ƌĞŐƵůĂƌŵĞŶƚĞŶĂƐƉĄŐŝŶĂƐĞŵƉƌĞƐĂƌŝĂŝƐ͘ŽŵŝƐƐŽ͕ƉŽĚĞͲƐĞŝŶĚĂŐĂƌ͗ĐŽŵŽƐĞƉĞƌĐĞďĞŽ
ĐŽŵƉŽƌƚĂŵĞŶƚŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐŶĂƐĨƵŶĐŝŽŶĂůŝĚĂĚĞƐŝŶƚĞƌĂƟǀĂƐĚĂƉĄŐŝŶĂĚĂŽĐĂ-Cola no Facebook?
sġͲƐĞƋƵĞĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐĞƐƚĆŽŝŶƐĞƌŝĚĂƐŶŽĐŽƟĚŝĂŶŽĚĂƐƉĞƐƐŽĂƐĞĂ
ƐƵĂƉĂƌƟĐŝƉĂĕĆŽŶĞůĂƐĞƐƚĄĐƌĞƐĐĞŶĚŽ͘/ƐƐŽĠĂƉƌŽǀĞŝƚĂĚŽƉĞůĂƐĞŵƉƌĞƐĂƐƋƵĞƚġŵǀŝƐĆŽ
de mercado e enxergam as possibilidades que podem ter em contato com esses conƐƵŵŝĚŽƌĞƐƋƵĞƉĂƌƟĐŝƉĂŵĞŝŶƚĞƌĂŐĞŵŶŽĐŝďĞƌĞƐƉĂĕŽ͘/ƐƐŽŝĚĞŶƟĮĐĂĚŽ͕ĨŽŝƚƌĂĕĂĚŽŽ
ŽďũĞƟǀŽŐĞƌĂůĚĞƐƚĞƚƌĂďĂůŚŽ͕ƋƵĞǀŝƐĂĂŶĂůŝƐĂƌĚĞƋƵĞĨŽƌŵĂŽĐŽŶƐƵŵŝĚŽƌƐĞĐŽŵƉŽƌƚĂ
ŝŶƚĞƌĂƟǀĂŵĞŶƚĞŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ͕ĐŽŵƵŶŝĚĂĚĞǀŝƌƚƵĂůŝŶƐĞƌŝĚĂŶŽsite de redes
sociais Facebook.
WĂƌĂƚĂŶƚŽ͕ĠƉƌĞĐŝƐŽŶŽƌƚĞĂƌŽƚƌĂďĂůŚŽĂƉĂƌƟƌĚŽƐŽďũĞƟǀŽƐĞƐƉĞĐşĮĐŽƐ͕ƋƵĞ
ƐĞĂůŝĂŵĂŽŽďũĞƟǀŽŐĞƌĂů͘ŶĞĐĞƐƐĄƌŝŽŝĚĞŶƟĮĐĂƌŽƐƉĞƌĮƐƋƵĞŝŶĚŝƋƵĞŵĂƌĞůĂĕĆŽĚĞ
ĐŽŶƐƵŵŽĞŶƚƌĞŽŝŶƚĞƌŶĂƵƚĂĞĂĞŵƉƌĞƐĂ͕ŽƐƟƉŽƐĚĞĨƵŶĐŝŽŶĂůŝĚĂĚĞƐĚĞŝŶƚĞƌĂĕĆŽƋƵĞ
ŽĐŽŶƐƵŵŝĚŽƌƚġŵĚŝƐƉŽŶşǀĞŝƐĞƚĂŵďĠŵƉĞƌĐĞďĞƌĂĞǆŝƐƚġŶĐŝĂŽƵŶĆŽĚĞƌĞƚŽƌŶŽĚĞƐƐĂ
ŝŶƚĞƌĂĕĆŽ͕ŵŽƐƚƌĂŶĚŽƐĞŚĄƵŵƌĞůĂĐŝŽŶĂŵĞŶƚŽĐŽŶƐƚĂŶƚĞĚĂŵĂƌĐĂĐŽŵŽĐŽŶƐƵŵŝĚŽƌ͘
WĂƌĂĂƟŶŐŝͲůŽƐ͕ƐĞƌĄĨĞŝƚĂƵŵĂĂŶĄůŝƐĞƉŽƌŵĞŝŽĚĂƋƵĂůƐĞƉƌĞƚĞŶĚĞĐŽŶŚĞĐĞƌŽĐŽŵƉŽƌƚĂŵĞŶƚŽŝŶƚĞƌĂƟǀŽĚŽĐŽŶƐƵŵŝĚŽƌƉĂƌĂĐŽŵĂŽĐĂͲŽůĂ͕ĞŵƐƵĂƉĄŐŝŶĂĞŵƉƌĞƐĂƌŝĂůŶŽ
Facebook͘dƵĚŽŝƐƐŽƐĞƌĄĨĞŝƚŽĚĞůŝŶĞĂŶĚŽĞƐƐĂƐƉĞƌĐĞƉĕƁĞƐĐŽŵĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĞĐŽŶĐĞŝƚŽƐďŝďůŝŽŐƌĄĮĐŽƐĚĞĐŽŵƉŽƌƚĂŵĞŶƚŽĚŽĐŽŶƐƵŵŝĚŽƌĞƌĞůĂĐŝŽŶĂŵĞŶƚŽŶĂƌĞĚĞƐŽĐŝĂů͘
ϮƵůƚƵƌĂĚŝŐŝƚĂů͕ŝŶƚĞƌŶĞƚĞƌĞĚĞƐƐŽĐŝĂŝƐ
dŽĚŽƐ ŽƐƵƐƵĄƌŝŽƐ ƋƵĞŝŶƚĞƌĂŐĞŵĂƚƌĂǀĠƐĚŽƐ ŵĞŝŽƐĚŝŐŝƚĂŝƐ ĐŽŶƚƌŝďƵĞŵĐŽŵĂ
ĞǀŽůƵĕĆŽĚĂĐƵůƚƵƌĂĚŝŐŝƚĂů͕ƋƵĞ͕ƐĞŐƵŶĚŽŽƐƚĂ;ϮϬϬϴ͕Ɖ͘ϯϰͿ͕͞΀͘͘͘΁ĠĂĐƵůƚƵƌĂĚŽƐĮůƚƌŽƐ͕
ĚĂƐĞůĞĕĆŽĚĂƐƐƵŐĞƐƚƁĞƐĞĚŽƐĐŽŵĞŶƚĄƌŝŽƐ͘͟ŽŵĞƐƐĂĂĮƌŵĂĕĆŽ͕ĮĐĂŶşƟĚŽƋƵĞƐĆŽĂƐ
ƉĞƐƐŽĂƐƋƵĞŽƉƚĂŵ͕ĚĞŶƚƌĞƚƵĚŽƋƵĞĠƉƵďůŝĐĂĚŽ͕ƉĞůŽƋƵĞƋƵĞƌĞŵĞƐƚĂƌĞŵĐŽŶƚĂƚŽĞ
ĂƚĠĨĂǌĞƌƵŵŝŶƚĞƌĐąŵďŝŽĚĞŝŶĨŽƌŵĂĕƁĞƐ͘ĂƐƚĞůůƐ;ϮϬϬϯͿĚĞƐƚĂĐĂĞƐƐĂƌĞůĂĕĆŽĂƉĂƌƟƌ
ĚŽƐŵŽǀŝŵĞŶƚŽƐƐŽĐŝĂŝƐ͕ƋƵĞŚŽũĞƐĞŵĂŶŝĨĞƐƚĂŵŶĂĞƉĞůĂŝŶƚĞƌŶĞƚĞƉŽƌĞƐƐĞŵĞŝŽĐŽŶƚƌŝďƵĞŵƉĂƌĂĂĞǀŽůƵĕĆŽĚĂĐƵůƚƵƌĂĚŝŐŝƚĂů͘WĂƌĂŽƐƚĂ;ϮϬϬϴ͕Ɖ͘ϴͿ͕͞ĂĐƵůƚƵƌĂĚĂĂƚƵĂůŝĚĂ44 | Faculdades Integradas de Taquara - Faccat
ĚĞĞƐƚĄŝŶƟŵĂŵĞŶƚĞůŝŐĂĚĂăŝĚĞŝĂĚĞŝŶƚĞƌĂƟǀŝĚĂĚĞ͕ĚĞŝŶƚĞƌĐŽŶĞǆĆŽ͕ĚĞŝŶƚĞƌͲƌĞůĂĕĆŽ
ĞŶƚƌĞŚŽŵĞŶƐ͕ŝŶĨŽƌŵĂĕƁĞƐĞŝŵĂŐĞŶƐĚŽƐŵĂŝƐǀĂƌŝĂĚŽƐŐġŶĞƌŽƐ͘͟ƐƐĂŝŶƚĞƌĂƟǀŝĚĂĚĞ
ƚŽƌŶĂͲƐĞĐŽŵƵŵĞĐŽŵĞĕĂĂƚĞƌĂƵŵĞŶƚŽƐƐŝŐŶŝĮĐĂƟǀŽƐĞŶƚƌĞŽƐƵƐƵĄƌŝŽƐ͕ƉƌŝŶĐŝƉĂůŵĞŶƚĞƉĞůŽĂĚŵŝƌĄǀĞůĚĞƐĞŶǀŽůǀŝŵĞŶƚŽĚĂƐƚĞĐŶŽůŽŐŝĂƐĚŝŐŝƚĂŝƐŶŽƐƷůƟŵŽƐƚĞŵƉŽƐ͘
ƚƵĂůŵĞŶƚĞ͕ĞƐƐĂƐƚĞĐŶŽůŽŐŝĂƐĞƐƚĆŽƚŽŵĂŶĚŽĞƐƉĂĕŽŶĂǀŝĚĂĚĂƐƉĞƐƐŽĂƐĞŽĐƵƉĂŶĚŽŽƐĞƵƚĞŵƉŽĐĂĚĂǀĞǌŵĂŝƐ͕ƐĞũĂŶŽƚƌĂďĂůŚŽ͕ƐĞũĂĞŵŵŽŵĞŶƚŽƐĚĞůĂǌĞƌ͘WŽĚĞͲƐĞ
ǀĞƌĞƐƐĂĞǀŽůƵĕĆŽŶŽĐĞůƵůĂƌ͕ƋƵĞƉĂƐƐŽƵĚĞƵŵƐŝŵƉůĞƐĂƉĂƌĞůŚŽƉĂƌĂĞĨĞƚƵĂƌĞƌĞĐĞďĞƌ
ůŝŐĂĕƁĞƐƉĂƌĂƐĞƌƵƟůŝǌĂĚŽƉĂƌĂƚƌŽĐĂƐĚĞŵĞŶƐĂŐĞŶƐĚĞƚĞǆƚŽ͕ũŽŐŽƐ͕ŝŶƚĞƌŶĞƚ͕ĂĐĞƐƐŽăƐ
ƌĞĚĞƐƐŽĐŝĂŝƐĞƵŵĂŝŶĮŶŝĚĂĚĞĚĞĂƉůŝĐĂƟǀŽƐ͘ĞĂĐŽƌĚŽĐŽŵ^ŝƋƵĞŝƌĂ;ϮϬϬϴͿ͕ĞƐƐĂĞǀŽůƵĕĆŽƚĞĐŶŽůſŐŝĐĂĂĐĞůĞƌĂĚĂĞƚĂŵďĠŵĂŵƵĚĂŶĕĂĚĞƉĂƌĂĚŝŐŵĂƐƌĞŇĞƚĞŵĚŝƌĞƚĂŵĞŶƚĞŶĂ
ĨŽƌŵĂĐŽŵŽŽƐƉƌŽĮƐƐŝŽŶĂŝƐĞĞŵƉƌĞƐĂƐǀĆŽƚƌĂďĂůŚĂƌĚĂƋƵŝƉĂƌĂĨƌĞŶƚĞĂĮŵĚĞƐĞŵƉƌĞ
se manterem atualizados e disponíveis para as pessoas interagirem. Toda essa evolução
ƚĞĐŶŽůſŐŝĐĂĐŽŶƚƌŝďƵŝƵƉĂƌĂĂůŝŐĂĕĆŽŵƵŶĚŝĂůĞŶƚƌĞŽƐĐŽŵƉƵƚĂĚŽƌĞƐĞƐƵĂƐŵĞŵſƌŝĂƐ͕
ĂďƌŝŶĚŽ͕ĂƐƐŝŵ͕ƵŵĞƐƉĂĕŽĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ĚĞĮŶŝĚŽƉŽƌ>ĠǀǇ;ϮϬϭϬͿĐŽŵŽĐŝďĞƌĞƐƉĂĕŽ͘
WĞƌĂŶƚĞ ĞƐƐĂƐ ĚĞĮŶŝĕƁĞƐ͕ >ĞŵŽƐ Ğ >ĠǀǇ ;ϮϬϭϬͿ ůĞǀĂŶƚĂŵ ĂĕƁĞƐ ĞƐƐĞŶĐŝĂŝƐ ĞǆĞĐƵƚĂĚĂƐŶŽĐŝďĞƌĞƐƉĂĕŽ͕ƋƵĞƐĆŽĂƐĚĞĐŽŶƐƵŵŝƌ͕ƉƌŽĚƵǌŝƌĞĐŽŵƉĂƌƟůŚĂƌŝŶĨŽƌŵĂĕƁĞƐ͘
KƋƵĞƉĞƌŵŝƟƵŝƐƐŽĨŽŝĂŵƵĚĂŶĕĂŶĂĐŽŶĐĞŶƚƌĂĕĆŽĚĂƐŝŶĨŽƌŵĂĕƁĞƐ͕ƋƵĞ͕ĐŽŵŽƐƵƌŐŝŵĞŶƚŽĚĞŶŽǀŽƐĐĂŶĂŝƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ƉĂƐƐĂƌĂŵĂƐĞƌƉƌŽĚƵǌŝĚŽĞĐŽŵƉĂƌƟůŚĂĚŽ
ŶĆŽƐŽŵĞŶƚĞƉĞůĂƐĞŵƉƌĞƐĂƐĚĞĐŽŵƵŶŝĐĂĕĆŽŶĂƐŵşĚŝĂƐŵĂƐƐŝǀĂƐ͕ ŵĂƐƚĂŵďĠŵƉŽƌ
ƋƵĂůƋƵĞƌƉĞƐƐŽĂ͕ĨĂǌĞŶĚŽĞƐƐĞĐŽŵƉĂƌƟůŚĂŵĞŶƚŽƐĞŵƉƌĞĐŝƐĂƌŵŽǀŝŵĞŶƚĂƌƵŵĂŐƌĂŶĚĞ
ƋƵĂŶƟĚĂĚĞĚĞƌĞĐƵƌƐŽƐĮŶĂŶĐĞŝƌŽƐĞĂŝŶĚĂĚŝƐƚƌŝďƵŝŶĚŽƐŽďǀĄƌŝŽƐĨŽƌŵĂƚŽƐ͕ĞŵƚĞŵƉŽ
ƌĞĂůĞƉĂƌĂƵŵĂŐƌĂŶĚĞƋƵĂŶƟĚĂĚĞĚĞƉĞƐƐŽĂƐ͘
KƵƚƌŽĐŽŶĐĞŝƚŽŝŵƉŽƌƚĂŶƚĞĠŽĚĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐ͘WĂƌĂĞŶƚĞŶĚĞƌŵĞůŚŽƌ͕
ĚĞĮŶĞŵͲƐĞ ĐŽŵƵŶŝĚĂĚĞƐ͕ ƚĞƌŵŽ ƋƵĞ Ġ ƵƟůŝǌĂĚŽ ĐŽƐƚƵŵĞŝƌĂŵĞŶƚĞ͕ ĐŽŶĨŽƌŵĞ WƌŝŵŽ
;ϮϬϭϭĂͿ͕ĐŽŵŽƵŵŐƌƵƉŽĚĞƉĞƐƐŽĂƐĚĞƵŵĂĚĞƚĞƌŵŝŶĂĚĂĄƌĞĂŐĞŽŐƌĄĮĐĂ͘ŶƚƌĞĂƐƉĞƐƐŽĂƐƋƵĞƉĞƌƚĞŶĐĞŵĂŽĐŽŶũƵŶƚŽ͕ĚĞǀĞĞǆŝƐƟƌĐĞƌƚŽƟƉŽĚĞƌĞůĂĐŝŽŶĂŵĞŶƚŽŽƵƐĞŶƐŽ
ĐŽŵƵŵ͕ĂůĠŵĚĞĚŝƐƉŽƌĚĞƵŵƐĞŶƟŵĞŶƚŽĚĞƉĞƌƚĞŶĐŝŵĞŶƚŽƉĞƌĂŶƚĞŽŐƌƵƉŽ͘
Essas comunidades são encontradas nos sites de redes sociais (basta fazer uma
ƉĞƐƋƵŝƐĂͿĞĞƐƚĆŽĚŝƐƉŽŶşǀĞŝƐƉĂƌĂƚŽĚŽƐŽƐƉĞƌĮƐĚĞƉĞƐƐŽĂƐ͘>ĞŵŽƐĞ>ĠǀǇ;ϮϬϭϬͿ͕ƉŽƌ
ƐƵĂǀĞǌ͕ǀĞĞŵĐŽŵŽƐĞŶĚŽĚĞĚŝǀĞƌƐŽƐƟƉŽƐĞƐŽďƌĞƵŵĂŝŶĮŶŝĚĂĚĞĚĞĂƐƐƵŶƚŽƐĚŝĨĞƌĞŶƚĞƐ͘ŽŶĨŽƌŵĞ^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĞǆŝƐƚĞŵƚĂŵďĠŵĐŽŵƵŶŝĚĂĚĞƐĚĞŵĂƌĐĂƐ͕ŶĂƐƋƵĂŝƐŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐĐŽŵƉĂƌƟůŚĂŵŝŶĨŽƌŵĂĕƁĞƐƐŽďƌĞŽƐƉƌŽĚƵƚŽƐĞƐĞƌǀŝĕŽƐŽĨĞƌĞĐŝĚŽƐƉĞůĂ
ĞŵƉƌĞƐĂ͕ ŵĂŶƚĞŶĚŽ͕ ĂƐƐŝŵ͕ ƵŵĂ ƌĞůĂĕĆŽ ƐŽĐŝĂů ĐŽŵ Ă ŵĞƐŵĂ͘ ŽŵŽ ĂƌƟĐƵůĂŵ ƐŽďƌĞ
ǀĄƌŝŽƐ ĂƐƐƵŶƚŽƐ͕ ĂƐ ĐŽŵƵŶŝĚĂĚĞƐ ǀŝƌƚƵĂŝƐ ƚŽƌŶĂŵͲƐĞ ǀĞƌĚĂĚĞŝƌĂƐ ĨŽŶƚĞƐ ĚĞ ƉĞƐƋƵŝƐĂ Ğ
ĐŽŶƐƵůƚĂ͘ŽƐƚĂ;ϮϬϬϴͿĂĮƌŵĂƋƵĞ͕ĐŽŵŽĐŽŶƐĞƋƵġŶĐŝĂĚŝƐƐŽ͕ĂŵĂŝŽƌŝĂĚĂƐƉĞƐƐŽĂƐƐŽŵĞŶƚĞƵƐƵĨƌƵĞŵĚĂƐŝŶĨŽƌŵĂĕƁĞƐ͕ĚĞŝǆĂŶĚŽƉŽƌĐŽŶƚĂĚĞƉŽƵĐĂƐƉĞƐƐŽĂƐĂŐĞƌĂĕĆŽĚĞ
conteúdo.
Žŵ ŽƐ ĨƵŶĚĂŵĞŶƚŽƐ ĚŽ ĐŝďĞƌĞƐƉĂĕŽ͕ ĐŚĞŐŽƵͲƐĞ ĂƚĠ Ă tĞď Ϯ͘Ϭ͕ ƋƵĞ ƉĂƐƐĂ Ă
ĂƉƌĞƐĞŶƚĂƌ ƵŵĂ ĞƐƚƌƵƚƵƌĂ ŝŶƚĞŐƌĂĚĂ ĚĞ ĨƵŶĐŝŽŶĂůŝĚĂĚĞƐ Ğ ĐŽŶƚĞƷĚŽƐ ;WZ/DK͕ ϮϬϭϭďͿ͘
>ŽŐŽ͕ŵƵŝƚĂƐƉĞƐƐŽĂƐĐŽŵĞĕĂƌĂŵĂĐƌŝĂƌƐĞƵƐƉƌſƉƌŝŽƐĐĂŶĂŝƐƉĂƌĂƉĂƌƟĐŝƉĂĕĆŽŶŽĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ ĚĞ ŝŶĨŽƌŵĂĕƁĞƐ͘ Žŵ ĞƐƐĂƐ ĐŽŶƐƚĂƚĂĕƁĞƐ͕ Ă ŝŶƚĞƌĂƟǀŝĚĂĚĞ ƐĞ ƐŽďƌĞƐƐĂŝ
ĐŽŵŽ Ƶŵ ĚŽƐ ƚĞƌŵŽƐ ŵĂŝƐ ŝŵƉŽƌƚĂŶƚĞƐ ƉĂƌĂ Ă ĞǀŽůƵĕĆŽ ĚĂ tĞď Ϯ͘Ϭ͘ Ğ ĂĐŽƌĚŽ ĐŽŵ
>ĠǀǇ ;ϮϬϭϬͿ͕ ŝŶƚĞƌĂƟǀŝĚĂĚĞ Ġ Ž ƚĞƌŵŽ ƵƟůŝǌĂĚŽ ƉĂƌĂ ĚĞƐƚĂĐĂƌ Ă ƉĂƌƟĐŝƉĂĕĆŽ ĂƟǀĂ ĚĂƐ
ƉĞƐƐŽĂƐĞŵƵŵĂƚƌĂŶƐĨĞƌġŶĐŝĂĚĞŝŶĨŽƌŵĂĕƁĞƐ͘dŽŵĂŵͲƐĞĐŽŵŽĞǆĞŵƉůŽĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕
Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 45
nas quais os internautas podem deixar recados para as empresas em troca de uma inforŵĂĕĆŽ͘ƐƐĂƚƌŽĐĂƚĂŵďĠŵƉŽĚĞƐĞƌĨĞŝƚĂĞŶƚƌĞŽƐŝŶƚĞƌŶĂƵƚĂƐ͕ŐĞƌĂŶĚŽ͕ĂƐƐŝŵ͕ĞŵĂŵďŽƐ
ŽƐĐĂƐŽƐ͕ĂŝŶƚĞƌĂƟǀŝĚĂĚĞ͘
ĚŝƐƉŽŶŝďŝůŝĚĂĚĞĚĞŝŶƚĞƌĂĕĆŽĚĂtĞďϮ͘ϬƚƌŽƵǆĞŶŽǀĂƐƉŽƐƐŝďŝůŝĚĂĚĞƐĞ͕ĞŶƚƌĞĞůĂƐ
ĞƐƚĆŽĂƐŵşĚŝĂƐƐŽĐŝĂŝƐĞƌĞĚĞƐƐŽĐŝĂŝƐ͘dĞůůĞƐ;ϮϬϭϬͿĂƌƟĐƵůĂƋƵĞĂƐƌĞĚĞƐƐŽĐŝĂŝƐĨĂǌĞŵ
ƉĂƌƚĞĚĂƐŵşĚŝĂƐƐŽĐŝĂŝƐ͕ƐĞŶĚŽĞůĂƐĂƉĞŶĂƐƵŵĐĂŶĂůĚĞĐŽŵƵŶŝĐĂĕĆŽĚŽƚŽĚŽĞǆŝƐƚĞŶƚĞ͘
WĞƌĂŶƚĞƚŽĚĂƐĂƐŵşĚŝĂƐ͕ƐĞŐƵŶĚŽdŽƌƌĞƐ;ϮϬϬϵͿ͕ĂƐŵşĚŝĂƐƐŽĐŝĂŝƐƚŽƌŶĂŵͲƐĞƌĞůĞǀĂŶƚĞƐ
ƉĂƌĂŽƐƌĞƐƵůƚĂĚŽƐĚĂƐĂĕƁĞƐĚĞŵĂƌŬĞƟŶŐĞĚĂƐĞƐƚƌĂƚĠŐŝĂƐĞƐƚĂďĞůĞĐŝĚĂƐƉĞůĂƐĞŵƉƌĞƐĂƐ͘
ƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ŶĂǀŝƐĆŽĚĞdŽƌƌĞƐ;ϮϬϬϵͿ͕ƐĆŽsites nos quais as pessoas podem
ƐĞĐĂĚĂƐƚƌĂƌĞƌĞŐŝƐƚƌĂƌƐĞƵƐĚĂĚŽƐƉĞƐƐŽĂŝƐƉĂƌĂĨŽƌŵĂƌŽƐĞƵƉĞƌĮů͘ƉĂƌƟƌĚŝƐƐŽ͕ĞůĂƐ
ĐŽŵĞĕĂŵĂƐĞƌĞůĂĐŝŽŶĂƌĐŽŵŽƵƚƌĂƐƉĞƐƐŽĂƐ͕ƚƌŽĐĂŶĚŽŵĞŶƐĂŐĞŶƐ͕ƉƵďůŝĐĂŶĚŽĨŽƚŽƐĞ
ǀşĚĞŽƐĞĐƌŝĂŶĚŽůŝƐƚĂƐĚĞĂŵŝŐŽƐ͘:ĄƉĂƌĂZĞĐƵĞƌŽ;ϮϬϭϬͿ͕ŚĄƵŵĂĚŝĨĞƌĞŶĕĂĞŶƚƌĞƌĞĚĞƐ
sociais e sitesĚĞƌĞĚĞƐƐŽĐŝĂŝƐ͕ƐĞŶĚŽĂƐƌĞĚĞƐĂƋƵĞůĂƐƋƵĞĂƐƉĞƐƐŽĂƐĨĂǌĞŵĂƉĂƌƟƌĚŽ
ĐŽŵƉĂƌƟůŚĂŵĞŶƚŽĚĞŝŶĨŽƌŵĂĕƁĞƐĞĐŽŶƚĞƷĚŽ͘ůĂƐƐĆŽƐƵƐƚĞŶƚĂĚĂƐƉĞůŽƐsites͕ƋƵĞƐĆŽ
ĨĞƌƌĂŵĞŶƚĂƐƵƟůŝǌĂĚĂƐƉĂƌĂƉĞƌŵŝƟƌĂĞǆƉƌĞƐƐĆŽĚĂƐƉĞƐƐŽĂƐ͘
As redes sociais se fazem presentes no Facebook͕site criado por um grupo de esƚƵĚĂŶƚĞƐĚĞ,ĂƌǀĂƌĚ͘ŽŶĨŽƌŵĞ<ŝƌŬƉĂƚƌŝĐŬ;ϮϬϭϭͿ͕Žsite dŚĞĨĂĐĞďŽŽŬ foi registrado em
ϭϭĚĞũĂŶĞŝƌŽĚĞϮϬϬϰ͕ŵĂƐĨŽŝƐŽŵĞŶƚĞŶŽĚŝĂϮϬĚĞƐĞƚĞŵďƌŽĚĞϮϬϬϱƋƵĞĂĞŵƉƌĞƐĂ
ƚŽƌŶŽƵͲƐĞŽĮĐŝĂůŵĞŶƚĞŽFacebook͘EĞůĞ͕ĂƐĞŵƉƌĞƐĂƐƚġŵƵŵĞƐƉĂĕŽƉĂƌĂĐƌŝĂƌĞŵĂƐ
ƐƵĂƐƉĄŐŝŶĂƐĞŵƉƌĞƐĂƌŝĂŝƐ͕ƋƵĞĨƵŶĐŝŽŶĂŵĂƐƐŝŵĐŽŵŽŽƐƉĞƌĮƐĚŽƐƵƐƵĄƌŝŽƐ͘ƉƌŝŶĐŝƉĂůĚŝĨĞƌĞŶĕĂĠƋƵĞĂƐƉĞƐƐŽĂƐŶĆŽƉŽĚĞŵƐĞƚŽƌŶĂƌĂŵŝŐĂƐĚĞƵŵĂĞŵƉƌĞƐĂ͕ƐŽŵĞŶƚĞ
͞ĐƵƌƟƌ͕͟ĂƐƐŝŵƐĞƚŽƌŶĂŶĚŽƵŵĨĆ͘sġͲƐĞ͕ŶĞƐƐĞĐĂƐŽ͕ƵŵĂƉŽƐƐŝďŝůŝĚĂĚĞƉĂƌĂĂƐĞŵƉƌĞƐĂƐ
ƐĞĂƉƌŽǆŝŵĂƌĞŵĚĞƐĞƵĐŽŶƐƵŵŝĚŽƌ͕ƵƟůŝǌĂŶĚŽĂůŝŶŐƵĂŐĞŵĂĚĞƋƵĂĚĂĞŝŶƚĞƌĂŐŝŶĚŽĐŽŵ
ĞůĞĚĞĨŽƌŵĂĂĚĞŝǆĄͲůŽƐĂƟƐĨĞŝƚŽ͘
3 Comportamento do consumidor na Era da Informação
WĂƌĂ ĐŚĞŐĂƌĂƚĠŽ ĐŽŶƐƵŵŝĚŽƌ ĚĞ ŚŽũĞ͕ ĠŝŵƉŽƌƚĂŶƚĞĐŽŶŚĞĐĞƌĂ ƐƵĂ ƚƌĂũĞƚſƌŝĂ
ĞǀŽůƵƟǀĂĞĂƐŐĞƌĂĕƁĞƐƋƵĞĨŽƌĂŵƐĞŶĚŽĞƐƚĂďĞůĞĐŝĚĂƐĐŽŵŽƉĂƐƐĂƌĚŽƐĂŶŽƐ͘ůĂĐŬǁĞůů͕
DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿĂƉƌĞƐĞŶƚĂŵǀĄƌŝŽƐŐƌƵƉŽƐĚĞĐŽŶƐƵŵŝĚŽƌĞƐƐĞƉĂƌĂĚŽƐĞŵĨĂŝǆĂƐ
ĞƚĄƌŝĂƐ͕ŽďƐĞƌǀĂŶĚŽͲƐĞƋƵĞĂƐƉƌŝŶĐŝƉĂŝƐƉĂƌĂĞƐƚĞƚƌĂďĂůŚŽƐĆŽĂƐ'ĞƌĂĕƁĞƐyĞz͘
Os sites ĚĂ ŝŶƚĞƌŶĞƚ ƚġŵ ƐĞ ĂƚƵĂůŝǌĂĚŽ ĐŽŶƐƚĂŶƚĞŵĞŶƚĞ͕ Ž ƋƵĞ ĨĂǌ ĐŽŵ ƋƵĞ ŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐƚĂŵďĠŵƐĂŝďĂŵĚĂƐŶŽǀŝĚĂĚĞƐŽĨĞƌĞĐŝĚĂƐƉĞůĂƐĞŵƉƌĞƐĂƐ;'/'>/K͕ϮϬϬϴͿ͘
ŽŶĨŽƌŵĞŽŵĞƌĐĂĚŽǀĂŝŵƵĚĂŶĚŽ͕ĂƐŶĞĐĞƐƐŝĚĂĚĞƐĚĞƐƐĞƐĐŽŶƐƵŵŝĚŽƌĞƐƚĂŵďĠŵƐĞ
ĂůƚĞƌĂŵ͕ƚƌĂǌĞŶĚŽŵƵŝƚĂƐǀĞǌĞƐƉƌŽĚƵƚŽƐĐƌŝĂĚŽƐĂƉĂƌƟƌĚŽƋƵĞĂƐƉĞƐƐŽĂƐĞƐƚĆŽƉƌĞcisando.
ƐĞŵƉƌĞƐĂƐƉƌŽĐƵƌĂŵ͕ĐĂĚĂǀĞǌŵĂŝƐ͕ĐŚĞŐĂƌƉĞƌƚŽĚŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͘^ĞŐƵŶĚŽ dĞƌƌĂ ;ϮϬϭϭͿ͕ Ă ŝŶƚĞƌŶĞƚ ĞƐƚĄ ƐĞŶĚŽ Ƶŵ ŵĞŝŽ ƐŝŐŶŝĮĐĂƟǀŽ ƉĂƌĂ ĞůĂƐ ƐĞ ŵŽƐƚƌĂƌĞŵƚƌĂŶƐƉĂƌĞŶƚĞƐ͕ƉŽĚĞŶĚŽĨĂǌĞƌĚŝǀƵůŐĂĕƁĞƐĞĂƚĠĐŽŶƐƚƌƵŝƌƐƵĂƌĞƉƵƚĂĕĆŽ͕ĂůĠŵĚĞ
ŝŶƚĞƌůŝŐĂƌĂƐĂĕƁĞƐĞƐƟƉƵůĂĚĂƐĐŽŵŽƐŽƵƚƌŽƐǀĞşĐƵůŽƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͘EĞƐƐĞĐĂƐŽ͕ĂƐ
redes sociais podem auxiliar tanto na aproximação com o público como na descoberta
ĚŽƉĞƌĮůĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐonlineĞ͕ĂƉĂƌƟƌĚĞƐƐĞĐĂŶĂů͕ĂũƵĚĂƌĞƐƐĞƐĐŽŶƐƵŵŝĚŽƌĞƐĂ
solucionar os seus problemas.
46 | Faculdades Integradas de Taquara - Faccat
ƉĂƌƟƌĚŽŵŽŵĞŶƚŽĞŵƋƵĞĂƐĞŵƉƌĞƐĂƐĐŽŶŚĞĐĞŵŵĞůŚŽƌŽƐĞƵĐŽŶƐƵŵŝĚŽƌ͕
ƉŽĚĞŵ ŐĂƌĂŶƟƌ Ƶŵ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ďĞŵ ĚĞĮŶŝĚŽ Ğ ĂƐƐĞƌƟǀŽ͕ Ž ƋƵĞ ĨĂĐŝůŝƚĂ Ă ĐŽŵƵŶŝĐĂĕĆŽĐŽŵĞƐƐĞƉƷďůŝĐŽ͕ŐĞƌĂŶĚŽĐĂŵƉĂŶŚĂƐƋƵĞĞůĞƐĐŽŶƐŝŐĂŵĂƐƐŝŵŝůĂƌ͕ĞŶƚĞŶĚĞƌ
Ğ ƐĞ ůĞŵďƌĂƌ ĚŽ ƋƵĞ ĨŽŝ ƚƌĂŶƐŵŝƟĚŽ͘ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ ĂĮƌŵĂŵ ƋƵĞ͕ ƋƵĂŶĚŽ Ž
ĐŽŶƐƵŵŝĚŽƌĠĞǆƉŽƐƚŽĂĚĞƚĞƌŵŝŶĂĚĂŝŶĨŽƌŵĂĕĆŽ͕ĞůĞƉĂƐƐĂƉŽƌĂůŐƵŶƐĞƐƚĄŐŝŽƐƋƵĞƐĆŽ
ĚĞƚĞƌŵŝŶĂĚŽƐ ƉĞůĂƐ ĐŝƌĐƵŶƐƚąŶĐŝĂƐ Ğŵ ƋƵĞ ĞůĞƐ ĨŽƌĂŵ ĞǆƉŽƐƚŽƐ͘ WƌŝŵĞŝƌĂŵĞŶƚĞ͕ ͞΀͘͘͘΁
ƉƌĞƐƚĂŵĂƚĞŶĕĆŽŶĞůĂƐ͕ĂƐĐŽŵƉƌĞĞŶĚĞŵ͕ĂƐƉŽƐŝĐŝŽŶĂŵŶĂŵĞŵſƌŝĂĞĂƐĂƌŵĂǌĞŶĂŵ
ƉĂƌĂƵƐĂƌŵĂŝƐƚĂƌĚĞ͟;DKtE͖D/EKZ͕ϮϬϬϯ͕Ɖ͘ϰϯͿ͘^ĞĂĞǆƉĞƌŝġŶĐŝĂĨŽƌƐĂƟƐĨĂƚſƌŝĂ͕Ž
ĐŽŶƐƵŵŝĚŽƌĂĚƋƵŝƌĞƵŵĂůĞŵďƌĂŶĕĂƉŽƐŝƟǀĂĚĂŵĂƌĐĂ͕ƉŽĚĞŶĚŽƚƌĂŶƐŵŝƟƌƉĂƌĂŽƐƐĞƵƐ
amigos e conhecidos.
dĞƌƌĂ;ϮϬϭϭͿĞǆƉůŝĐĂƋƵĞĞƐƚĄƐĞƚŽƌŶĂŶĚŽƵƐƵĂůƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐďƵƐĐĂƌĞŵ
ŝŶĨŽƌŵĂĕƁĞƐ͕ƉŽƌŵĞŝŽĚĂŝŶƚĞƌŶĞƚ͕ĂƌĞƐƉĞŝƚŽĚĂƐĞŵƉƌĞƐĂƐĐŽŵĂƐƋƵĂŝƐƉƌĞƚĞŶĚĞŵ
ŶĞŐŽĐŝĂƌ͘/ƐƐŽŵŽƐƚƌĂĂŝŵƉŽƌƚąŶĐŝĂĞƐƚĂƌƉƌĞƐĞŶƚĞŶĂŝŶƚĞƌŶĞƚ͕ƉŽŝƐ͕ŶĞƐƐĞĐĂƐŽ͕ĂƐƋƵĞ
não são encontradas passam despercebidas por esses públicos. O mesmo ocorre nas
ƌĞĚĞƐƐŽĐŝĂŝƐ͕ĞŵƋƵĞĐĂĚĂĐŽŶƐƵŵŝĚŽƌƐĞŽĐƵƉĂŝŶƚĞƌĂŐŝŶĚŽĐŽŵĚĞƚĞƌŵŝŶĂĚĂƐƉĞƐƐŽĂƐ
ĞĞŵƉƌĞƐĂƐƋƵĞƚġŵŵĂŝŽƌĂĮŶŝĚĂĚĞŽƵĂůŐƵŵŝŶƚĞƌĞƐƐĞĞƐƉĞĐşĮĐŽ͕ďƵƐĐĂŶĚŽĂƉĂƌƟƌ
ĚĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĚĂƐĞŵƉƌĞƐĂƐ͕ŵĂƐůŽĐĂůŝǌĂŶĚŽƐŽŵĞŶƚĞĂƋƵĞůĂƐƋƵĞĞƐƚĆŽŶĂƌĞĚĞ͘
ĐƵůƚƵƌĂƉŽĚĞŝŶŇƵĞŶĐŝĂƌĂĞƐĐŽůŚĂĚĂƐƌĞĚĞƐƐŽĐŝĂŝƐĞŵƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐ
ǀĆŽƐĞŝŶƐĞƌŝƌ͕ƉŽĚĞŶĚŽƉƌŽĐƵƌĂƌƉŽƌƉĞƐƐŽĂƐĚĂŵĞƐŵĂŶĂĐŝŽŶĂůŝĚĂĚĞ͕ŝĚĂĚĞ͕ŽĐƵƉĂĕĆŽ͕
ƌĞůŝŐŝĆŽ͕ƌĂĕĂ͕ŶşǀĞŝƐĚĞƌĞŶĚĂ͕ĞŶƚƌĞŽƵƚƌŽƐ͘ůŐƵŶƐĚĞůĞƐĂŝŶĚĂƉƌŽĐƵƌĂŵƉŽƌĞŵƉƌĞƐĂƐ͕
ƋƵĞ ƐĞ ŝŶƐĞƌĞŵ ŶĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ͕ ŐĞƌĂůŵĞŶƚĞ ĐƌŝĂŶĚŽ ŐƌƵƉŽƐ Ğŵ ƚŽƌŶŽ ĚĞ ƐƵĂƐ ŵĂƌĐĂƐ͕ĨŽƌŵĂĚŽƐƉŽƌĞƐƐĞƐĐŽŶƐƵŵŝĚŽƌĞƐƋƵĞƚġŵŽƵƉƌĞƚĞŶĚĞŵƚĞƌĂůŐƵŵĂƌĞůĂĕĆŽĐŽŵ
ĂĞŵƉƌĞƐĂ͘WĂƌĂŐĞƌĞŶĐŝĂƌĂƐŝŶĨŽƌŵĂĕƁĞƐĚĞƐƐĞƐŐƌƵƉŽƐ͕ĞǆŝƐƚĞŵƉƌŽĮƐƐŝŽŶĂŝƐŶĞƐƐĂƐ
ŽƌŐĂŶŝǌĂĕƁĞƐƋƵĞĚĞǀĞŵ͞΀͘͘͘΁ĞŶƚĞŶĚĞƌĂƐƌĞŐƌĂƐĚŽƐŐƌƵƉŽƐĚĞƋƵĞƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐƉĂƌƟĐŝƉĂŵ͕ĂƐƋƵĂŝƐĚĞƚĞƌŵŝŶĂŵƐĞƵĐŽŵƉŽƌƚĂŵĞŶƚŽ͟;'/'>/K͕ϮϬϬϴ͕Ɖ͘ϵϳͿ͘ƐƐŝŵ͕
ĐŽŶƐĞŐƵŝƌĆŽŐĞƌĞŶĐŝĂƌŽƐĞƵŐƌƵƉŽĚĞĨŽƌŵĂƐĂƟƐĨĂƚſƌŝĂ͕ŐĞƌĂŶĚŽďŽŶƐƌĞƐƵůƚĂĚŽƐ͘
A exposição ao conteúdo de marca em uma página empresarial do FacebookĠ
ƐŝŐŶŝĮĐĂŶƚĞ͕ƉŽŝƐŽĐŽŶƐƵŵŝĚŽƌĞƐƚĄŝŶƐĞƌŝĚŽĚĞŶƚƌŽĚŽŐƌƵƉŽƋƵĞĞŶǀŽůǀĞƚŽĚŽƐĐŽŵŽƐ
conceitos que a empresa e os outros consumidores passam. Quanto mais o consumidor
ƐĞƐĞŶƟƌŝŶƚĞŐƌĂĚŽĐŽŵĂĞŵƉƌĞƐĂ͕ŵĂŝŽƌǀĂŝƐĞƌĂƐƵĂ͞΀͘͘͘΁ŵŽƟǀĂĕĆŽƉĂƌĂĐĂƉƚĂƌ͕ĐŽŵƉƌĞĞŶĚĞƌĞĞůĂďŽƌĂƌĂƐŝŶĨŽƌŵĂĕƁĞƐƌĞůĞǀĂŶƚĞƐƉĂƌĂĂĐŽŵƉƌĂ͟;DKtE͖D/EKZ͕ϮϬϬϯ͕
Ɖ͘ϰϱͿ͘YƵĂŶĚŽŽĐŽŶƐƵŵŝĚŽƌĐŚĞŐĂĂŽĞƐƚĄŐŝŽĚĂĐŽŵƉƌĂ͕ĂĞŵƉƌĞƐĂƉŽĚĞĐŽŶƐŝĚĞƌĂƌĂ
sua meta cumprida.
ƐĞǆƉĞƌŝġŶĐŝĂƐĚŽĐŽŶƐƵŵŝĚŽƌƉŽĚĞŵƚĞƌĐĂƌĄƚĞƌƉŽƐŝƟǀŽŽƵŶĞŐĂƟǀŽ͕ƚƵĚŽǀĂŝ
ĚĞƉĞŶĚĞƌĚŽƉƌŽĐĞƐƐŽƉĂƐƐĂĚŽƉŽƌĞůĞ͕ƚĂŶƚŽĞŶƋƵĂŶƚŽĞƐƚĄĐŽŶƐƵŵŝŶĚŽƋƵĂŶƚŽĂƉſƐŽ
consumo do produto ou serviço adquirido de determinada empresa. Para Mowen e MiŶŽƌ;ϮϬϬϯ͕Ɖ͘ϮϮϭͿ͕͞΀͘͘͘΁ĂƐĂƟƐĨĂĕĆŽĚŽĐŽŶƐƵŵŝĚŽƌĠĂĂƟƚƵĚĞƌĞĨĞƌĞŶƚĞĂƵŵƉƌŽĚƵƚŽ
ŽƵƐĞƌǀŝĕŽĂƉſƐƐƵĂĐŽŵƉƌĂĞƵƐŽ͘͟ĮŵĚĞƚŽƌŶĂƌĞƐƐĂĂƟƚƵĚĞƉƌŽǀĞŝƚŽƐĂƉĂƌĂĂĞŵƉƌĞƐĂ͕ĠƉƌĞĐŝƐŽƐĞŵƉƌĞŵĂŶƚĞƌŽĐůŝĞŶƚĞƐĂƟƐĨĞŝƚŽ͕ŝŶƚĞŶƐŝĮĐĂŶĚŽĂĐĂĚĂŽƉŽƌƚƵŶŝĚĂĚĞ͘
ƐƐĂƐĂƟƐĨĂĕĆŽƉŽĚĞƐĞƌĚĞƚĞƌŵŝŶĂŶƚĞƉĂƌĂĂĚƵƌĂďŝůŝĚĂĚĞĚĂƌĞůĂĕĆŽĞŶƚƌĞĂĞŵƉƌĞƐĂĞ
ŽĐŽŶƐƵŵŝĚŽƌ;^DZ͖DKZ^,͕ϮϬϬϱͿ͘
ŵƚŽĚŽƐŽƐĐĂŶĂŝƐĚĞĐŽŵƵŶŝĐĂĕĆŽĚĂĞŵƉƌĞƐĂ͕ĚĞǀĞƐĞƌƉƌĞǌĂĚĂĂƐĂƟƐĨĂĕĆŽĚŽ
ĐůŝĞŶƚĞ͕ƉƌŝŶĐŝƉĂůŵĞŶƚĞƋƵĂŶĚŽƐĞƚƌĂƚĂĚĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ƉŽŝƐ͕ŶĞƐƐĞĐĂƐŽ͕ƵŵĐŽŶƐƵŵŝĚŽƌĚĞƐĐŽŶƚĞŶƚĞƉŽĚĞ͕ĐŽŵŵƵŝƚĂĨĂĐŝůŝĚĂĚĞ͕ĞǆƉĂŶĚŝƌĂƐƵĂŝŶƐĂƟƐĨĂĕĆŽƉĂƌĂŽƵƚƌĂƐ
Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 47
ƉĞƐƐŽĂƐĚĞƐĞƵƌĞůĂĐŝŽŶĂŵĞŶƚŽ͘^ĞŐƵŶĚŽůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿ͕ĂƐĞŵƉƌĞƐĂƐ
ƐĞŵƉƌĞďƵƐĐĂŵĐŽŶŚĞĐŝŵĞŶƚŽƉĂƌĂĞŶƚĞŶĚĞƌĂƐƚĞŶĚġŶĐŝĂƐĚĞŵĞƌĐĂĚŽƋƵĞŵŽƟǀĂŵ
ŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ĞƐƐĞŵŽĚŽ͕ƉŽĚĞͲƐĞĚŝǌĞƌƋƵĞĂƐƌĞĚĞƐƐŽĐŝĂŝƐƐĆŽƵŵĂŐƌĂŶĚĞƚĞŶĚġŶĐŝĂĚĞŵĞƌĐĂĚŽĞƉŽĚĞŵĂũƵĚĂƌŶĂĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘
ϰDĞƚŽĚŽůŽŐŝĂ
KĞƐƚƵĚŽĞǆƉůŽƌĂƚſƌŝŽĚĞǀĞƌƚĞŶƚĞƋƵĂůŝƚĂƟǀĂĨŽŝĂďĂƐĞƉĂƌĂŽĚĞƐĞŶǀŽůǀŝŵĞŶƚŽ
ĚĞƐƚĞĂƌƟŐŽ͕ũƵŶƚŽĂŽůĞǀĂŶƚĂŵĞŶƚŽďŝďůŝŽŐƌĄĮĐŽƐŽďƌĞŽƚĞŵĂĂƉƌĞƐĞŶƚĂĚŽĐŽŵďĂƐĞ
ĞŵƚĞƐĞƐ͕ůŝǀƌŽƐ͕ĞŶƚƌĞŽƵƚƌŽƐ͘dĂŵďĠŵĨŽŝƌĞĂůŝǌĂĚŽƵŵĞƐƚƵĚŽĚĞĐĂƐŽĂƉĂƌƟƌĚĂŽďƐĞƌǀĂĕĆŽƉĂƌƟĐŝƉĂŶƚĞĚŽƉĞƐƋƵŝƐĂĚŽƌŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂŶŽFacebook͕ŽƋƵĞĂũƵĚŽƵĂĐŽŵƉƌĞĞŶĚĞƌƋƵĞƟƉŽĚĞŝŶƚĞƌĂĕĆŽŽĐŽŶƐƵŵŝĚŽƌƚĞŵĐŽŵĂƐĞŵƉƌĞƐĂƐĞŵƐƵĂƐ
páginas nas redes sociais.
hƟůŝǌĂŶĚŽ ƚŽĚŽƐ ŽƐ ŵĠƚŽĚŽƐ ĚĞƐĐƌŝƚŽƐ ĂĐŝŵĂ͕ ĨŽŝ ĨĞŝƚĂ Ă ƉĞƐƋƵŝƐĂ ŶĂ ƉĄŐŝŶĂ
empresarial da Coca-Cola no Facebook͕ĂƋƵĂůŵĂŝƐĚĞƚƌŝŶƚĂŵŝůŚƁĞƐĚĞƉĞƐƐŽĂƐĐƵƌte (COCA-COLA &KK<͕ϮϬϭϭͿ͘ŚĂŵƵƐĐĂĞĂƌǀĂůŚĂů;ϮϬϭϭͿǀĂůŝĚĂŵĂĞƐĐŽůŚĂƉŽƌ
ƵŵĂƷŶŝĐĂŵĂƌĐĂƉĂƌĂŽďƐĞƌǀĂĕĆŽ͕ũĄƋƵĞ͕ƋƵĂŶĚŽƐĞŝŶƚĞŐƌĂŽŵĂƌŬĞƟŶŐĐŽŵŵĠƚƌŝĐĂƐ͕
ƉŽĚĞͲƐĞĂŶĂůŝƐĂƌĐŽŵŽĞůĂĠƚƌĂƚĂĚĂƉĞůŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐĚĞŵŽĚŽĂŵƉůŽ͘ĞŵƉƌĞƐĂ͕ƋƵĞĞƐƚĄƉƌĞƐĞŶƚĞĞŵŵĂŝƐĚĞϮϬϬƉĂşƐĞƐ͕ĨŽŝĞƐĐŽůŚŝĚĂƉŽƌƐĞƌůşĚĞƌŵƵŶĚŝĂůŶŽ
ƐĞŐŵĞŶƚŽĚĞďĞďŝĚĂƐŶĆŽĂůĐŽſůŝĐĂƐĞƌĞĨĞƌġŶĐŝĂĞŵĐŽŵƵŶŝĐĂĕĆŽ;KͲK>Z^/>͕
ϮϬϭϭďͿ͘:ĄŽsite de redes sociais FacebookĨŽŝƐĞůĞĐŝŽŶĂĚŽƉŽƌƐĞƚƌĂƚĂƌĚĞƵŵĨĞŶƀŵĞŶŽ
ĞŶƚƌĞĞƐƐĞƟƉŽĚĞsites.
^ĞŐƵŶĚŽ&ƌĂŐŽƐŽ͕ZĞĐƵĞƌŽĞŵĂƌĂů;ϮϬϭϭͿ͕ĂĐŽŵƉƌĞĞŶƐĆŽĚŽƐŐƌƵƉŽƐƋƵĞŝŶƚĞƌĂŐĞŵĐŽŵĂƐŵĂƌĐĂƐƉŽĚĞƐĞƌĨĞŝƚĂĂƉĂƌƟƌĚĞƵŵĂĂŶĄůŝƐĞŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐĞŵƋƵĞ
ĂĞŵƉƌĞƐĂĞƐƚĄƉƌĞƐĞŶƚĞ͘ůĠŵĚŝƐƐŽ͕ƉĂƌĂĞƐƐĞƟƉŽĚĞĂŶĄůŝƐĞ͕ĂƉƌŝŵĞŝƌĂŶĞĐĞƐƐŝĚĂĚĞ
ĠƐĞůĞĐŝŽŶĂƌƵŵĂƌĞĚĞƐŽĐŝĂů͘ĞƐƚĂ͕ĨŽƌĂŵĐŽůĞƚĂĚŽƐŽƐĚĂĚŽƐƵƟůŝǌĂĚŽƐŶĂĂŶĄůŝƐĞĞŶĂ
ĐŽŶĐůƵƐĆŽĚĂƉĞƐƋƵŝƐĂ͘ƐƐĂƐŝŶĨŽƌŵĂĕƁĞƐĨŽƌĂŵĐŽůŚŝĚĂƐĂƉĂƌƟƌĚĂŽďƐĞƌǀĂĕĆŽƉĂƌƟĐŝƉĂŶƚĞƋƵĞƐĞĚĞƵŶŽƉĞƌşŽĚŽĚĞƵŵĂƐĞŵĂŶĂ͕ŶĂƋƵĂůĨŽƌĂŵŽďƐĞƌǀĂĚĂƐĂƚĞŶƚĂŵĞŶƚĞĂƐ
interações da empresa com seus consumidores e quem são as pessoas que curtem e coŵĞŶƚĂŵĂƐƉŽƐƚĂŐĞŶƐĨĞŝƚĂƐ͘KƉĞƌşŽĚŽĨŽŝĚĞĮŶŝĚŽƉŽƌƋƵĞĂƉĄŐŝŶĂĐŽŶƚĂĐŽŵƵŵŐƌĂŶĚĞ
ŶƷŵĞƌŽĚĞĐƵƌƟĚŽƌĞƐĞƋƵĞŝŶƚĞƌĂŐĞŵĐŽŵĂĞŵƉƌĞƐĂĚŝĂƌŝĂŵĞŶƚĞ͕ŐĞƌĂŶĚŽĐŽŶƚĞƷĚŽ
ƐƵĮĐŝĞŶƚĞƉĂƌĂĂƟŶŐŝƌŽƐŽďũĞƟǀŽƐƉƌŽƉŽƐƚŽƐ͕ũĄƋƵĞŶĂƐĞŵĂŶĂĞƐĐŽůŚŝĚĂĞƐƚĂǀĂŵĂĐŽŶtecendo a ^ĞŵĂŶĂKƟŵŝƐŵŽƋƵĞdƌĂŶƐĨŽƌŵĂ e o primeiro ƐƚƷĚŝŽDſǀĞůŽĐĂͲŽůĂ.
ŽŶĨŽƌŵĞŚĂŵƵƐĐĂĞĂƌǀĂůŚĂů;ϮϬϭϭͿ͕ƚĞƌĐŽŵŽĚĞĮŶŝĕĆŽĚĞƐĞŶƟŵĞŶƚŽ͕ƉŽƌ
ƉĂƌƚĞ ĚŽ ĐŽŶƐƵŵŝĚŽƌ͕ ƉŽƐŝƟǀŽ͕ ŶĞŐĂƟǀŽ ŽƵ ŶĞƵƚƌŽ Ğŵ ƌĞůĂĕĆŽ Ă ƵŵĂ ŵĂƌĐĂ Ġ ŵƵŝƚŽ
ƉƌĞĐĄƌŝŽ͕ƉŽƌŝƐƐŽŽƐĚĂĚŽƐĚĂƉĞƐƋƵŝƐĂƐĆŽůĞǀĂŶƚĂĚŽƐĞĂŶĂůŝƐĂĚŽƐƉŽƌŵĞŝŽĚĞĞƐƚƵĚŽ
ĚĞ ĐĂƐŽ Ğ ŽďƐĞƌǀĂĕĆŽ ƉĂƌƟĐŝƉĂŶƚĞ͕ Ž ƋƵĞ ĨĂǌ Ă ĂŶĄůŝƐĞ ƐĞ ƚŽƌŶĂƌ ŵĂŝƐ ĂƉƌŽĨƵŶĚĂĚĂ Ğ
embasada.
5 Apresentação da página da Coca-Cola no &ĂĐĞďŽŽŬ
A página da Coca-Cola no FacebookĞƐƚĄĞŶƋƵĂĚƌĂĚĂŶĂĐĂƚĞŐŽƌŝĂŽŵŝĚĂͬĞďŝĚĂƐ͘
EĞƐƚĂ͕ĂůĠŵĚĂƉĄŐŝŶĂŝŶŝĐŝĂů͕ĞǆŝƐƚĞŵŵĂŝƐǀŝŶƚĞĞŽŝƚŽƚſƉŝĐŽƐƋƵĞƚƌĂƚĂŵĚĞĚŝǀĞƌƐŽƐĞ
48 | Faculdades Integradas de Taquara - Faccat
ĚŝĨĞƌĞŶƚĞƐĂƐƐƵŶƚŽƐ͘ŶƚƌĞƚŽĚŽƐĞůĞƐ͕ĂůŐƵŶƐƐĆŽĞŵůşŶŐƵĂƉŽƌƚƵŐƵĞƐĂ͕ŵĂƐƉŽĚĞŵƐĞƌ
ĞŶĐŽŶƚƌĂĚŽƐƚĂŵďĠŵŶĂƐůşŶŐƵĂƐŝŶŐůĞƐĂĞĞƐƉĂŶŚŽůĂ͘
KŵƵƌĂůĠƵŵĚŽƐƚſƉŝĐŽƐŵĂŝƐŝŵƉŽƌƚĂŶƚĞƐ͕ƉŽŝƐŶĞůĞĮĐĂŵƌĞŐŝƐƚƌĂĚĂƐƚŽĚĂƐĂƐ
ƉŽƐƚĂŐĞŶƐĚĂŽĐĂͲŽůĂĞĚĂƐƉĞƐƐŽĂƐƋƵĞŝŶƚĞƌĂŐĞŵĐŽŵĞůĂ͘DĂƐ͕ƉĂƌĂŚĂǀĞƌĞƐƐĂŝŶƚĞƌĂĕĆŽ͕ŽĐŽŶƐƵŵŝĚŽƌĚĞǀĞƐĞƌĐĂĚĂƐƚƌĂĚŽĞƉŽƐƐƵŝƌƵŵƉĞƌĮůŶŽFacebook͕ĂůĠŵĚĞƐĞ
ŝŶƐĐƌĞǀĞƌĐůŝĐĂŶĚŽĞŵ͞ĐƵƌƟƌ͟ĂŽĂĐĞƐƐĂƌĂƉĄŐŝŶĂƉĞůĂƉƌŝŵĞŝƌĂǀĞǌ͘ŽŵĞƐƐĂĂƟƚƵĚĞ͕
ŽƵƐƵĄƌŝŽƉĂƐƐĂĂƌĞĐĞďĞƌĞŵƐĞƵƉƌſƉƌŝŽŵƵƌĂůĂƐĂƚƵĂůŝǌĂĕƁĞƐĚĂŽĐĂͲŽůĂ͕ƉŽĚĞŶĚŽ
ĂƐƐŝŵĂĐŽŵƉĂŶŚĂƌŵĂŝƐĚĞƉĞƌƚŽƚŽĚŽƐŽƐĂƐƐƵŶƚŽƐ͕ƉƌŝŶĐŝƉĂůŵĞŶƚĞĂƋƵĞůĞƐƋƵĞũƵůŐĂƌ
relevantes.
ϲ>ĞǀĂŶƚĂŵĞŶƚŽĞĂŶĄůŝƐĞĚŽĐŽŶƚĞƷĚŽ
ƉĂƌƟƌĚĂŽďƚĞŶĕĆŽ͕ƐĞůĞĕĆŽĞƐĞƉĂƌĂĕĆŽĚŽĐŽŶƚĞƷĚŽĨĞŝƚĂƐŶĂƉĄŐŝŶĂĚĂŽĐĂ-Cola no Facebook͕ŶŽƉĞƌşŽĚŽĚĞϭϳĂϮϯĚĞũƵůŚŽĚĞϮϬϭϭ͕ĨŽƌĂŵŽďƐĞƌǀĂĚĂƐĞĂŶĂůŝƐĂĚĂƐĂƐŝŶƚĞƌĂĕƁĞƐĚŽƐŝŶƐĐƌŝƚŽƐĐŽŵĂĞŵƉƌĞƐĂ͕ĞŵƚŽĚĂƐĂƐƉŽƐƚĂŐĞŶƐƉƵďůŝĐĂĚĂƐƉĞůĂ
Coca-Cola e por seus fãs brasileiros.
EŽƉĞƌşŽĚŽĚĞŽďƐĞƌǀĂĕĆŽ͕ĨŽƌĂŵŝŶƐĐƌŝƚŽƐƵŵƚŽƚĂůĚĞϮϳϳ͘ϮϭϬĨĆƐ͕ĞŽĚŝĂƋƵĞ
ƚĞǀĞŽŵĂŝŽƌĂƵŵĞŶƚŽĨŽŝŽƷůƟŵŽ͕ĐŚĞŐĂŶĚŽĂϲϰ͘ϱϴϱŝŶƐĐƌŝƚŽƐ͘&ŽƌĂŵŝŶĐůƵƐŽƐϲŶŽǀŽƐ
ĄůďƵŶƐĞϭϱϯŶŽǀĂƐĨŽƚŽƐ͘dĂŵďĠŵĨŽƌĂŵĐŽŶƐƚĂƚĂĚŽƐϯĄůďƵŶƐƐĞŵĨŽƚŽƐƉŽƐƚĂĚĂƐ͕ŝŶƟtulados: WŝĐƚƵƌĞƐŽĚĨĂŶƐϮ͕ŽĐĂͲŽůĂĂƌĐŚŝǀĞƐ e ^ƵƐƚĂŝŶĂďŝůŝƚǇ͕ĞƐƚĞƌĞƉƌĞƐĞŶƚĂĚŽĚƵĂƐ
ǀĞǌĞƐ͕ŵĂƐƐŽŵĞŶƚĞƵŵƐĞŵŝŶƐĞƌĕĆŽĚĞĨŽƚŽƐ͘ƋƵĂŶƟĚĂĚĞĚĞǀşĚĞŽƐŵĂŶƚĞǀĞͲƐĞĞƐƚĄǀĞů
ĂŽůŽŶŐŽĚĞƚŽĚĂĂŽďƐĞƌǀĂĕĆŽ͕ĐŽŶƐƚĂŶĚŽϲϲǀşĚĞŽƐ͕ŶĆŽŚĂǀĞŶĚŽŝŶĐůƵƐƁĞƐŶĞŵƚƌŽĐĂƐ͘
ϲ͘ϭWĄŐŝŶĂĚĂŽĐĂͲŽůĂŶŽFacebook
Frente a toda a tecnologia emergente e com o surgimento dos sites de redes
ƐŽĐŝĂŝƐ͕ĂƐĞŵƉƌĞƐĂƐĐŽŶƐĞŐƵŝƌĂŵƐĞĂƉŽŝĂƌĞĚĞƐƟŶĂƌƌĞĐƵƌƐŽƐƉĂƌĂŵĂŝƐƵŵĐĂŶĂůĚĞ
ĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ŽŵŝƐƐŽ͕^ŝƋƵĞŝƌĂ;ϮϬϬϴͿĂĮƌŵĂƋƵĞĂƐĞŵƉƌĞƐĂƐĞŽƐƉƌŽĮƐƐŝŽŶĂŝƐƋƵĞƚƌĂďĂůŚĂŵŶĞůĂƐƉƵĚĞƌĂŵŵĂŶƚĞƌͲƐĞĂƚƵĂůŝǌĂĚŽƐĞĚŝƐƉŽŶşǀĞŝƐƉĂƌĂŝŶƚĞƌĂĕĆŽĐŽŵĂƐƉĞƐƐŽĂƐ͘ŽĐĂͲŽůĂ͕ƐŽŵĞŶƚĞƉŽƌĚŝƐƉŽŶŝďŝůŝǌĂƌƵŵŵĞŝŽ
ƉĞůŽƋƵĂůŽƐĐŽŶƐƵŵŝĚŽƌĞƐƚġŵĂƉŽƐƐŝďŝůŝĚĂĚĞĚĞƐĞŝŶƐĐƌĞǀĞƌĞĚĞŝǆĂƌƐƵĂŽƉŝŶŝĆŽ͕ũĄƐĞ
ƚŽƌŶĂƵŵĂĞŵƉƌĞƐĂĂďĞƌƚĂĂŽƐĐŽŵĞŶƚĄƌŝŽƐĚĞƐĞƵƐĨĆƐ͕ƐĞũĂŵĞůĞƐďŽŶƐŽƵƌƵŝŶƐ͘DĂƐ͕
ĂŶƚĞƐĚĞĂƚƵĂƌŶĞƐƚĞĐĂŶĂů͕ƐĞŐƵŶĚŽ'ŝŐůŝŽ;ϮϬϬϴͿ͕ĂĞŵƉƌĞƐĂƉƌĞĐŝƐŽƵƉĂƐƐĂƌƉŽƌĂůŐƵŶƐ
ƉĂƐƐŽƐ͕ĐŽŵŽĞƐƚĂďĞůĞĐĞƌŶŽƌŵĂƐĞƐĞƉĂƌĂƌĂƐƚĂƌĞĨĂƐĚĞŶƚƌŽĚĂŽƌŐĂŶŝǌĂĕĆŽ͕ƉĂƌĂƐŽmente após deixar tudo aparente.
KƋƵĞŶĆŽƐĞƉŽĚĞĂĮƌŵĂƌĠƋƵĂŶƚŽƚĞŵƉŽĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂǀĂŝĞǆŝƐƟƌĞƚĞƌ
ĂĐĞƐƐŽƐ͕ƉŽŝƐ͕ĂƐƐŝŵĐŽŵŽŽFacebook͕ĐŽŶĨŽƌŵĞ<ŝƌŬƉĂƚƌŝĐŬ;ϮϬϭϭͿ͕ĞƐƚĄĞŵĐŽŶƐƚĂŶƚĞ
ĞǀŽůƵĕĆŽ͕ƉŽĚĞŵǀŝƌĂƐĞƌĞŵůĂŶĕĂĚŽƐŶŽǀŽƐsites de redes sociais que migrem os usuários do Facebook͘WƌŝŵŽ;ϮϬϭϭĂͿũĄĚŝǌŝĂƋƵĞĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐƉŽĚĞŵƐĞƌƚĞŵƉŽƌĄƌŝĂƐ͕ĂŽĐŽŶƚƌĄƌŝŽĚĂƐŐĞŽŐƌĄĮĐĂƐ͕ƋƵĞƉĞƌŵĂŶĞĐĞŵĞǆŝƐƟŶĚŽĐŽŵŽƉĂƐƐĂƌĚŽƐĂŶŽƐ͘
WƌĞǀĞŶĚŽĞƐƐĂƐƐŝƚƵĂĕƁĞƐ͕ĂƐĞŵƉƌĞƐĂƐĚĞǀĞŵƐĞŵĂŶƚĞƌƉƌĞƉĂƌĂĚĂƐƉĂƌĂŶŽǀŽƐ
ĚĞƐĂĮŽƐ͘hŵĚĞƐƐĞƐĚĞƐĂĮŽƐĠĐŽŶƋƵŝƐƚĂƌŽƐĐŽŶƐƵŵŝĚŽƌĞƐƉĂƌĂŝŶƚĞƌĂŐŝƌĐŽŵĂŵĂƌĐĂ
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ŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ũĄƋƵĞĐĂĚĂƵŵĚĞůĞƐƉĞƌƚĞŶĐĞĂƵŵĂĐƵůƚƵƌĂĚŝĨĞƌĞŶƚĞ͕ƋƵĞƉŽĚĞŝŶŇƵĞŶĐŝĂƌŶĂƐƐƵĂƐĞƐĐŽůŚĂƐ͕ŐĞƌĂůŵĞŶƚĞƉƌŽĐƵƌĂŶĚŽƉŽƌŽƵƚƌĂƐƉĞƐƐŽĂƐĐŽŵĐĂƌĂĐƚĞƌşƐƟĐĂƐĐŽŵƵŶƐ͕ĂƐƐŝŵŐĞƌĂŶĚŽŽƐŐƌƵƉŽƐ͘WĂƌĂ'ŝŐůŝŽ;ϮϬϬϴͿ͕ĠĂƉĂƌƟƌĚĞƐƐĞƐŐƌƵƉŽƐƋƵĞ
ƐĞĚĞƚĞƌŵŝŶĂŽĐŽŵƉŽƌƚĂŵĞŶƚŽĚĂƐƉĞƐƐŽĂƐ͘KƵƚƌĂĐƵůƚƵƌĂŝŵƉŽƌƚĂŶƚĞĠĂĚĂƉƌſƉƌŝĂ
ĞŵƉƌĞƐĂ͕ĐŽŵŽƐĞƵƐǀĂůŽƌĞƐ͕ŵŝƐƐĆŽ͕ĞƐƚƌĂƚĠŐŝĂƐ͕ƋƵĞĚĞǀĞŵĞƐƚĂƌƉƌĞƐĞŶƚĞƐŶŽƐĐĂŶĂŝƐ
ĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ĐŽŵŽƐĂůŝĞŶƚĂĚŽƉŽƌDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ͘ƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ
ŵŽƐƚƌĂͲƐĞĂĚĞƋƵĂĚĂ͕ƉŽŝƐĂƉƌĞƐĞŶƚĂŚŝƉĞƌůŝŶŬƐ direcionando para o seu siteŝŶƐƟƚƵĐŝŽŶĂů͕ŶŽƋƵĂůĞƐƚĆŽĚŝƐƉŽƐƚĂƐƚŽĚĂƐĂƐŝŶĨŽƌŵĂĕƁĞƐƌĞĨĞƌĞŶƚĞƐĂƐƵĂĐƵůƚƵƌĂ͘
KƐǀŝŶƚĞĞŽŝƚŽƚſƉŝĐŽƐǀĞƌŝĮĐĂĚŽƐŶŽFacebook da Coca-Cola expõem a diversiĚĂĚĞĚĞŝŶƚĞƌĂĕƁĞƐĚŝƐƉŽŶŝďŝůŝǌĂĚĂƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐĐŽŵĐĂƌĂĐƚĞƌşƐƟĐĂƐƉĞƐƐŽĂŝƐ͕
ƐŝƚƵĂĐŝŽŶĂŝƐ͕ ŐĞŽŐƌĄĮĐĂƐ Ğ ĐƵůƚƵƌĂŝƐ ĚŝĨĞƌĞŶƚĞƐ͕ ĐŽŶĨŽƌŵĞ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ͕ ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕^ŽůŽŵŽŶ;ϮϬϬϴͿĞůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿ͘KƐĚŝǀĞƌƐŽƐ
ƐĞŐŵĞŶƚŽƐĚĞĐŽŶƐƵŵŝĚŽƌĞƐĞŶĐŽŶƚƌĂŵĚŝĨĞƌĞŶƚĞƐƚſƉŝĐŽƐƉĂƌĂŝŶƚĞƌĂŐŝƌ͕ĐŽŵŽŽSan
sĂůĞŶƟŶ͕ƋƵĞĠĞƐƉĞĐşĮĐŽƉĂƌĂŽƐŶĂŵŽƌĂĚŽƐ͕Žtt,^E͍͕ƋƵĞĠĨĞŝƚŽƉĂƌĂƉĞƐƐŽĂƐĚĞ
ŶĂĐŝŽŶĂůŝĚĂĚĞƐ ĚŝĨĞƌĞŶƚĞƐ͕ ĂƐƐŝŵ ĐŽŵŽ Ž Happiness Truck e o Camión Felicidad͕ ĐŽŵ
ĐŽŶƚĞƷĚŽƐƉĂƌĞĐŝĚŽƐ͕ŵĂƐŽƉƌŝŵĞŝƌŽĞŵŝŶŐůġƐĞŽƐĞŐƵŶĚŽĞŵĞƐƉĂŶŚŽů͕Ž>ŝǀĞWŽƐŝƟǀĞůǇ͕ƉĂƌĂƉĞƐƐŽĂƐŝŶƚĞƌĞƐƐĂĚĂƐĞŵƉƌĞƐĞƌǀĂĕĆŽĂŵďŝĞŶƚĂů͕ĞŽFuture Flames͕ƉĂƌĂĂƐ
ĂƉĂŝǆŽŶĂĚĂƐƉŽƌĞƐƉŽƌƚĞ͘:ĄŽƵƚƌŽƐƚſƉŝĐŽƐĐŽŵŽŽDƵƌĂů͕Home͕&ŽƚŽƐ͕sşĚĞŽƐ͕ĞŶƚƌĞ
ŽƵƚƌŽƐ͕ ĞŶƋƵĂĚƌĂŵͲƐĞ Ğŵ ǀĄƌŝŽƐ ƐĞŐŵĞŶƚŽƐ͕ ŶĆŽ ƌĞƐƚƌŝŶŐŝŶĚŽ Ă ŝĚĂĚĞ͕ ƐĞǆŽ͕ ůŽĐĂůŝǌĂĕĆŽŐĞŽŐƌĄĮĐĂ͕ĐƵůƚƵƌĂ͕ƌĞůŝŐŝĆŽ͕ƉĞƌƐŽŶĂůŝĚĂĚĞĞĚĞŵĂŝƐ͘WĂƌĂDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ͕
ƋƵĂŶĚŽƐĞƚƌĂƚĂĚĞĞŵƉƌĞƐĂƐŝŶƚĞƌŶĂĐŝŽŶĂŝƐ͕ĂĐƵůƚƵƌĂĠĞŵƉƌĞŐĂĚĂĐŽŶĨŽƌŵĞŽƉƷďůŝĐŽ
ƋƵĞĚĞǀĞƐĞƌĂƟŶŐŝĚŽ͘ƐƐĂƐƉĞĐƵůŝĂƌŝĚĂĚĞƐĨĂǌĞŵĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂŵĂŶƚĞƌͲƐĞƐĞŵ
restrições de público.
ƐƉŽƐƚĂŐĞŶƐƌĞŐƵůĂƌĞƐĚĞĨŽƚŽƐŶŽƐĄůďƵŶƐĞƐƚĆŽĐŽŶƚĞŵƉůĂĚĂƐŶĂƐĂƚƵĂůŝǌĂĕƁĞƐ͕
ĐŽŵϲŶŽǀŽƐĄůďƵŶƐĞŵĂŝƐĚĞϭϱϬŶŽǀĂƐĨŽƚŽƐĞŵƵŵĂƐĞŵĂŶĂ͘ĞĂĐŽƌĚŽĐŽŵĂƐƚĞůůƐ ;ϮϬϬϯͿ͕ Ă ŵƵůƟŵşĚŝĂ Ġ Ă ƌĞƐƉŽŶƐĄǀĞů ƉŽƌ ĞƐƐĂ ĐŽŵƵŶŝĐĂĕĆŽ ŝŶƚĞƌĂƟǀĂ Ğŵ ǀĄƌŝŽƐ
ĨŽƌŵĂƚŽƐ͕ĐŽŵŽǀşĚĞŽƐĞĨŽƚŽƐ͘ƐƐĂƌĞƉĞƌĐƵƐƐĆŽƉŽƐƐŝďŝůŝƚĂĚĂƉĞůĂtĞďϮ͘ϬĠƚƌĂƚĂĚĂ
ƉŽƌWƌŝŵŽ;ϮϬϭϭďͿĐŽŵŽŽƋƵĞƉŽƚĞŶĐŝĂůŝǌĂŽƐƚƌĂďĂůŚŽƐĞƚƌŽĐĂƐĐŽůĞƟǀĂƐ͕ĂƐƐŝŵĐŽŵŽ
a construção social de conhecimento.
ŝŵƉŽƌƚĂŶƚĞ ƐĂůŝĞŶƚĂƌ ƋƵĞ͕ ƉĂƌĂ ĚŝƐƉŽŶŝďŝůŝǌĂƌ ĂŽƐ ĐŽŶƐƵŵŝĚŽƌĞƐ ƵŵĂ ƉĄŐŝŶĂ
em um site de redes sociais como o Facebook͕ŶĂƋƵĂůĞůĞƐďƵƐĐĂŵĞŝŶƚĞƌĂŐĞŵĐŽŵ
ĂƐŝŶĨŽƌŵĂĕƁĞƐĚŝƐƉŽƐƚĂƐ͕ĠƉƌĞĐŝƐŽĚĞƉĞƐƐŽĂƐĐŽŵƉĞƚĞŶƚĞƐ͕ƋƵĞĐŽŶŚĞĕĂŵĚĞƐĚĞĂƐ
ŝŶŇƵġŶĐŝĂƐĂƚĠŽĂƚŽĚĞĐŽŵƉƌĂƉĞůŽĐŽŶƐƵŵŝĚŽƌ͘EŽƚĂͲƐĞĞƐƐĂĂƚĞŶĕĆŽŶĂŵĂŝŽƌŝĂĚŽƐ
ƚſƉŝĐŽƐĚĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ͕ƐĞŵƉƌĞƋƵĞƐƟŽŶĂŶĚŽĞĚĞŝǆĂŶĚŽŽƐĨĆƐŝŶƚĞƌĞƐƐĂĚŽƐ
ĞŵƉĂƌƟĐŝƉĂƌ͘ƐƐĞŝŶƚĞƌĞƐƐĞĚĞǀĞƐĞƌĐŽŶƐƚĂŶƚĞ͕ƉŽŝƐ͕ƐĞŐƵŶĚŽ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕
ŽĨĂƚŽĚĞƉĞƌƚĞŶĐĞƌĂƵŵĂĐŽŵƵŶŝĚĂĚĞ͕ƐĞũĂĞůĂǀŝƌƚƵĂůŽƵŶĆŽ͕ŶĆŽĠŶĞĐĞƐƐĄƌŝŽƉĂƌĂ
ĂƐŽďƌĞǀŝǀġŶĐŝĂ͕ŵĂƐƐŽŵĞŶƚĞƉĂƌĂƐƵƉƌŝƌƵŵĂŶĞĐĞƐƐŝĚĂĚĞĂĚŝĐŝŽŶĂůĚŽƐĞƌŚƵŵĂŶŽ͘
ϲ͘ϮWŽƐƚĂŐĞŶƐĞǆĞĐƵƚĂĚĂƐƉĞůĂŽĐĂͲŽůĂ
WĂƌƟŶĚŽ ĂŐŽƌĂ ƉĂƌĂ ƵŵĂ ĂŶĄůŝƐĞ ĚĞ ƚŽĚĂƐ ĂƐ ŝŶƚĞƌĂĕƁĞƐ ĚĂ ŽĐĂͲŽůĂ Ğŵ ƐĞƵ
ŵƵƌĂů͕ŶŽƚĂͲƐĞƋƵĞ͕ŶŽƐĚŝĂƐϭϳĞϮϭĚĞũƵůŚŽĚĞϮϬϭϭ͕ĚŽŵŝŶŐŽĞƋƵŝŶƚĂͲĨĞŝƌĂƌĞƐƉĞĐƟǀĂŵĞŶƚĞ͕ŶĆŽŚŽƵǀĞƉŽƐƚĂŐĞŶƐ͕ĂƉĞŶĂƐĚŽŝƐĚŝĂƐĚŽƐƐĞƚĞŽďƐĞƌǀĂĚŽƐ͘EŽƐŽƵƚƌŽƐĐŝŶĐŽ
50 | Faculdades Integradas de Taquara - Faccat
ĚŝĂƐ͕ĨŽŝĐŽŶƐƚĂƚĂĚŽƵŵƚŽƚĂůĚĞŽŝƚŽƉŽƐƚĂŐĞŶƐĞŵĚƵĂƐůşŶŐƵĂƐ͕ƐĞŶĚŽĚƵĂƐĚĞůĂƐĞŵ
ŝŶŐůġƐĞƐĞŝƐĞŵƉŽƌƚƵŐƵġƐ͘ŶƚƌĞƚŽĚŽƐ͕ŽĚŝĂϮϬĚĞũƵůŚŽ͕ƵŵĂƋƵĂƌƚĂͲĨĞŝƌĂ͕ĨŽŝŽƋƵĞ
ĂƉƌĞƐĞŶƚŽƵŵĂŝƐƉŽƐƚĂŐĞŶƐ͕ĚƵĂƐĚĞůĂƐĞŵƉŽƌƚƵŐƵġƐĞƵŵĂĞŵŝŶŐůġƐ͘ƐƐĂĐŽŶƐƚĂŶƚĞ
ĂƚƵĂůŝǌĂĕĆŽĠƌĞĐŽŵĞŶĚĂĚĂƉŽƌ'ŝŐůŝŽ;ϮϬϬϴͿ͕ƉŽƌƐĞƌƵŵĂŽƉŽƌƚƵŶŝĚĂĚĞĚĞŵĂŶƚĞƌŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐĞŵƐŝŶƚŽŶŝĂĐŽŵĂƐŶŽǀŝĚĂĚĞƐŽĨĞƌĞĐŝĚĂƐƉĞůĂĞŵƉƌĞƐĂ͕ƉŽĚĞŶĚŽ͕ĚĞƐƐĂ
ĨŽƌŵĂ͕ǀŝƌĂĐŽŶƐƵŵŝƌŽƐƉƌŽĚƵƚŽƐĂƉƌĞƐĞŶƚĂĚŽƐƉŽƌŵĞŝŽĚĞƐƐĞƐĐĂŶĂŝƐ͘:ĄƐŽďƌĞĂƐůşŶŐƵĂƐĞŵƋƵĞĂƐƉŽƐƚĂŐĞŶƐĨŽƌĂŵĨĞŝƚĂƐ͕ŶŽƚŽƵͲƐĞƋƵĞƉŽĚĞƌŝĂŵƐĞƌŵĞůŚŽƌƚƌĂďĂůŚĂĚĂƐ
ƉĞůĂĞŵƉƌĞƐĂ͕ũĄƋƵĞŶĆŽŚĄƵŵĂĚŝǀŝƐĆŽĞƐĐůĂƌĞĐŝĚĂƉĂƌĂĐĂĚĂůŝŶŐƵĂŐĞŵ͘/ƐƐŽƉŽĚĞ͕
ĐŽŶĨŽƌŵĞ<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿ͕ůĞǀĂƌăŝŶĐŽŵƉƌĞĞŶƐĆŽŶĂĐŽŵƵŶŝĐĂĕĆŽ͕ŽƋƵĞƚĂŵďĠŵĠ
ĂďŽƌĚĂĚŽ ƉŽƌ ůĂĐŬǁĞůů͕ DŝŶŝĂƌĚ Ğ ŶŐĞů ;ϮϬϬϵͿ ĐŽŵŽ ƉƌŽďůĞŵĂƐ ƋƵĞ ŶĞĐĞƐƐŝƚĂŵ ƐĞƌ
superados para evitar gafes.
EŽƋƵĞƚĂŶŐĞĂŽƐŚŽƌĄƌŝŽƐĚĂƐŵĞŶƐĂŐĞŶƐ͕ĂŵĂŝŽƌŝĂĐŽŶƚŽƌŶŽƵŽŵĞŝŽͲĚŝĂ͘ƉĞŶĂƐƵŵĂĚĞůĂƐĨŽŝƌĞŐŝƐƚƌĂĚĂĂƉſƐĂƐĚĞǌĞŶŽǀĞŚŽƌĂƐ͕ƐĞŶĚŽƚŽĚĂƐŵƵŝƚŽďĞŵĂĐĞŝƚĂƐ
ŶĞƐƐĞƐŚŽƌĄƌŝŽƐ͕ŐĞƌĂŶĚŽǀĄƌŝĂƐŝŶƚĞƌĂĕƁĞƐƉŽƌƉĂƌƚĞĚŽƐĨĆƐ͘EĂƐƉŽƐƚĂŐĞŶƐ͕ŽŶƷŵĞƌŽ ĚĞ ƉĞƐƐŽĂƐ ƋƵĞ ĐŽŵĞŶƚĂƌĂŵ ĚĞŵŽŶƐƚƌŽƵͲƐĞ ŵĞŶŽƌ ĚŽ ƋƵĞ ĂƋƵĞůĂƐ ƋƵĞ ĐƵƌƟƌĂŵ͕
e esses dois muito inferiores ao total de pessoas inscritas na página da Coca-Cola. Isso
ĐŽŵƉƌŽǀĂ Ă ĂƌŐƵŵĞŶƚĂĕĆŽ ĚĞ <ĂƌƐĂŬůŝĂŶ ;ϮϬϬϵͿ͕ ƋƵĞ ŝŶĐůƵŝ ŶĂƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ĚĞ Ƶŵ
ŐƌƵƉŽĚĞƉĞƐƐŽĂƐŽůşĚĞƌ͕ƋƵĞƉŽĚĞƐĞƌĚĞƐƚĂĐĂĚŽĐŽŵŽŝŶŇƵĞŶĐŝĂĚŽƌ͕ĚĞŵŽŶƐƚƌĂĚŽĂƋƵŝ
pelas pessoas que curtem e principalmente por aquelas que comentam as mensagens
ƉƵďůŝĐĂĚĂƐƉĞůĂĞŵƉƌĞƐĂ͘ŵĂŝŽƌŝĂĚĂƐƉĞƐƐŽĂƐĞƐƚĄĞŶƋƵĂĚƌĂĚĂŶŽƌĞƐƚĂŶƚĞĚŽŐƌƵƉŽ͕
ĂƐƋƵĂŝƐ͕ƉĂƌĂŽƐƚĂ;ϮϬϬϴͿ͕ƐĞĐŽŵƉŽƌƚĂŵĐŽŵŽƉĂƐƐŝǀĂƐĞƐŽŵĞŶƚĞƌĞĐĞďĞŵĞƵƐƵĨƌƵĞŵĚĂƐŝŶĨŽƌŵĂĕƁĞƐĞĂĐŽŵƉĂŶŚĂŵŽƋƵĞĂĐŽŶƚĞĐĞ͕ĚĞŝǆĂŶĚŽƉĂƌĂƉŽƵĐŽƐĂŐĞƌĂĕĆŽ
ĚĞĐŽŶƚĞƷĚŽ͘DĂƐĂŵďĂƐ͕ƐĞŐƵŶĚŽ^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĞƐƚĆŽŝŶƐĐƌŝƚĂƐƉĂƌĂƐĂƟƐĨĂǌĞƌƐƵĂƐ
ŶĞĐĞƐƐŝĚĂĚĞƐĚĞŝŶĨŽƌŵĂĕƁĞƐĞĚĞƐĞũŽƐĚĞƉĞƌƚĞŶĐŝŵĞŶƚŽĞƉŽƌŝƐƐŽƐĆŽĐŽŶƐŝĚĞƌĂĚĂƐ
consumidoras.
ŽŵƌĞůĂĕĆŽăƐƉŽƐƚĂŐĞŶƐ͕ŶĞŶŚƵŵĂŝŶĐůƵŝƵĨŽƚŽĐŽŵŽĂŶĞǆŽĞĂƉĞŶĂƐƵŵĂŵĞŶƐĂŐĞŵ͕ƉŽƐƚĂĚĂĞŵŝŶŐůġƐ͕ĐŽŶƚŽƵĐŽŵƵŵǀşĚĞŽĚŽYoutube ŝŶƟƚƵůĂĚŽƌŝŶŬŝŶŐŽĐĂͲŽůĂ
ƌŽƵŶĚƚŚĞtŽƌůĚ. Essa interligação com outros sites disponibilizada pelo FacebookĠ͕ƉĂƌĂ
<ŝƌŬƉĂƚƌŝĐŬ;ϮϬϭϭͿ͕ŽƋƵĞĨĞǌĞǆƉĂŶĚŝƌĂƐƵĂĂƚƵĂĕĆŽ͘ŐƌĞŐĂĚĂĂŽǀşĚĞŽ͕ĂŵĞŶƐĂŐĞŵ
ƋƵĞ ƋƵĞƐƟŽŶĂ ŽƐ ĐŽŶƐƵŵŝĚŽƌĞƐ ƉĞƌŐƵŶƚĂŶĚŽ ƉĂƌĂ ŽŶĚĞ ŝƌŝĂŵ ƚĞǀĞ Ϯϳϱϵ ĐƵƌƟĚŽƌĞƐ Ğ
ϯϴϮĐŽŵĞŶƚĄƌŝŽƐ͘hŵĂĞƐƚƌƵƚƵƌĂŝŶƚĞŐƌĂĚĂĚĞĨƵŶĐŝŽŶĂůŝĚĂĚĞƐĞĐŽŶƚĞƷĚŽƐĐŽŵŽĞƐƐĂ
ƐŽŵĞŶƚĞƉĂƐƐŽƵĂƐĞƌĂƉƌĞƐĞŶƚĂĚĂ͕ĚĞĂĐŽƌĚŽĐŽŵWƌŝŵŽ;ϮϬϭϭďͿ͕ĐŽŵŽƐƵƌŐŝŵĞŶƚŽĚĂ
tĞďϮ͘Ϭ͘
ŵĞƐŵĂ ŵĞŶƐĂŐĞŵ ƋƵĞ ĂƉƌĞƐĞŶƚŽƵ Ž ŵĂŝŽƌ ŶƷŵĞƌŽ ĚĞ ĐƵƌƟĚŽƌĞƐ ĨŽŝ Ă ƋƵĞ
ƚĞǀĞ Ă ŵĂŝŽƌ ƋƵĂŶƟĚĂĚĞ ĚĞ ĐŽŵĞŶƚĄƌŝŽƐ͕ ƚĂŶƚŽ ŶĂƐ ƉŽƐƚĂŐĞŶƐ Ğŵ ŝŶŐůġƐ ƋƵĂŶƚŽ ŶĂƐ
ĞŵƉŽƌƚƵŐƵġƐ͘KƚĞǆƚŽĞŵŝŶŐůġƐ͕ĐŽŵϵϱϴϲĐƵƌƟĚŽƌĞƐĞϲϮϱĐŽŵĞŶƚĄƌŝŽƐ͕ĂƉƌĞƐĞŶƚĂ
ǀĄƌŝŽƐǀĞƌďŽƐ͘:ĄĂƉŽƐƚĂŐĞŵĞŵƉŽƌƚƵŐƵġƐ͕ĐŽŵϭϳϲϰĐƵƌƟĚŽƌĞƐĞϭϬϯĐŽŵĞŶƚĄƌŝŽƐ͕
ĨĂůĂƐŽďƌĞŽĐŽŵƉĂƌƟůŚĂŵĞŶƚŽĚŽƉƌŽĚƵƚŽŽĐĂͲŽůĂĞĚĞĐŽŝƐĂƐďŽĂƐĐŽŵĂƐƉĞƐƐŽĂƐ
ĚĞƋƵĞŐŽƐƚĂŵŽƐ͘ƉĂƌƟƌĚŽƐĐŽŵĞŶƚĄƌŝŽƐĚĞƐƚĂƷůƟŵĂ͕ĮĐĂĐůĂƌĂĂƌĞůĂĕĆŽĚĞĐŽŶƐƵŵŽ
ĚŽƐƉƌŽĚƵƚŽƐĚĂŽĐĂͲŽůĂƉĞůŽƐŝŶƐĐƌŝƚŽƐĞŵƐƵĂƉĄŐŝŶĂ͕ũĄƋƵĞŽƐĨĆƐŵŽƐƚƌĂŵƋƵĞ
ƌĞĂůŵĞŶƚĞĐŽŶƐŽŵĞŵĞŐŽƐƚĂŵĚĞŽĐĂͲŽůĂ͕ĞƐĐƌĞǀĞŶĚŽƋƵĞĂďĞďŝĚĂŶĆŽĠƉĂƌĂƐĞƌ
ĐŽŵƉĂƌƟůŚĂĚĂ͕ŵĂƐĐŽŶƐƵŵŝĚĂƉĞůŽƉƌſƉƌŝŽĨĆ͘
KďƐĞƌǀĂŶĚŽ ĂƐ ƐĞŝƐ ŵĞŶƐĂŐĞŶƐ ƉŽƐƚĂĚĂƐ Ğŵ ůşŶŐƵĂ ƉŽƌƚƵŐƵĞƐĂ͕ ƚŽĚĂƐ ĐŽŶƚġŵ
ƚĞǆƚŽ͘EŽĞŶƚĂŶƚŽ͕ƐŽŵĞŶƚĞƚƌġƐƚƌĂǌĞŵŚŝƉĞƌůŝŶŬ͗ĐĂĚĂƵŵĚŝƌĞĐŝŽŶĂƉĂƌĂƵŵĚĞƐƟŶŽ
Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 51
ĚŝĨĞƌĞŶƚĞ͕ƵŵĚĞůĞƐƉĂƌĂŽĞǀĞŶƚŽƉƷďůŝĐŽƐƚƷĚŝŽDſǀĞůŽĐĂͲŽůĂ dentro do próprio
Facebook͕ ŽƵƚƌŽ ƉĂƌĂ Ž site ƐƚƷĚŝŽ DſǀĞů ŽĐĂͲŽůĂ e o terceiro para o site Semana
KƟŵŝƐŵŽYƵĞdƌĂŶƐĨŽƌŵĂ.
&ŽƌĂŵƐŽŵĞŶƚĞĞŵĚƵĂƐŵĞŶƐĂŐĞŶƐ͕ĂŵďĂƐƋƵĞƚƌĂƚĂŵƐŽďƌĞŽĂƐƐƵŶƚŽƐƚƷĚŝŽ
DſǀĞůŽĐĂͲŽůĂ͕ƋƵĞĂĞŵƉƌĞƐĂĚĞŝǆŽƵĐŽŵĞŶƚĄƌŝŽƐũƵŶƚŽĐŽŵŽƐƐĞƵƐĨĆƐƉĂƌĂƌĞƐƉŽŶĚĞƌŽƐƐĞƵƐƋƵĞƐƟŽŶĂŵĞŶƚŽƐ͘EĂƉƌŝŵĞŝƌĂ͕ĂůŐƵŶƐĚŽƐĐŽŵĞŶƚĄƌŝŽƐŝŶĚĂŐĂŵŽƉŽƌƋƵġ
ĚĂƌĞƐƚƌŝĕĆŽĚĞŝĚĂĚĞĞƋƵĂůŽŵŽƟǀŽĚĂĞƐĐŽůŚĂĚŽZŝŽĚĞ:ĂŶĞŝƌŽƉĂƌĂĂƌĞĂůŝǌĂĕĆŽĚĂ
ação. A empresa explica que o local foi escolhido por ser a sede do Rock in Rio͕ŵĂƐŶĆŽ
ƌĞƐƉŽŶĚĞƐŽďƌĞĂƋƵĞƐƚĆŽĚĂĨĂŝǆĂĞƚĄƌŝĂ͘EĂƐĞŐƵŶĚĂ͕ĐŽŶƟŶƵĂŵŽƐĐŽŵĞŶƚĄƌŝŽƐƐŽďƌĞ
ĂŝĚĂĚĞĞĂĐƌĞƐĐĞŶƚĂŵͲƐĞĂůŐƵŶƐƐŽďƌĞŽŚŽƌĄƌŝŽ͕ƋƵĞŶĆŽĨŽŝĚĞƐĐƌŝƚŽŶĂƉŽƐƚĂŐĞŵ͘
ŽĐĂͲŽůĂƌĞƐƉŽŶĚĞƋƵĞŽĞůĞŶĐŽƉĂƌĂĂŐƌĂǀĂĕĆŽĨŽŝĞƐƟƉƵůĂĚŽĞŶƚƌĞƚƌĞǌĞĞǀŝŶƚĞĞ
ĐŝŶĐŽĂŶŽƐĞĐŽůŽĐĂƋƵĞĂĚŝƐƚƌŝďƵŝĕĆŽĚĂƐƐĞŶŚĂƐƐĞƌĄĨĞŝƚĂĂƉĂƌƟƌĚĂƐƐĞƚĞŚŽƌĂƐĚĂ
ŵĂŶŚĆ͘>ĠǀǇ;ϮϬϭϬͿĂƌŐƵŵĞŶƚĂƋƵĞĂŝŶƚĞƌĂƟǀŝĚĂĚĞƉƌŽƉŽƌĐŝŽŶĂĚĂƉĞůĂƐƌĞĚĞƐƐŽĐŝĂŝƐ
ƐĞĚĄĐŽŵĂƉĂƌƟĐŝƉĂĕĆŽĂƟǀĂĚĂƐƉĞƐƐŽĂƐ͕ŽƋƵĞŽƐƚĂ;ϮϬϬϴͿĐŽŵƉůĞŵĞŶƚĂĚŝǌĞŶĚŽ
ƋƵĞĞůĂƚƌĂǌƵŵĂĚŝǀĞƌƐŝĚĂĚĞĚĞŽƉĕƁĞƐƋƵĞƉŽĚĞŵĐŽŶĨƵŶĚŝƌĞĂƚĠĚŝǀŝĚŝƌĂĂƚĞŶĕĆŽĚĂƐ
ƉĞƐƐŽĂƐ͘/ƐƐŽĂĐŽŶƚĞĐĞƋƵĂŶĚŽĂĐŽŵƵŶŝĐĂĕĆŽĠĨĞŝƚĂƐĞŵƵŵƉůĂŶĞũĂŵĞŶƚŽĞƐƚƌĂƚĠŐŝĐŽ
ĂŶƚĞƐĚĂĂĕĆŽ͘EŽĐĂƐŽĚĂŽĐĂͲŽůĂ͕ŝĚĞŶƟĮĐŽƵͲƐĞŽƉƌŽďůĞŵĂŶĂĚĞŵŽƌĂĚĂƐƌĞƐƉŽƐƚĂƐ͕ŽƋƵĞŐĞƌŽƵǀĄƌŝŽƐĐŽŵĞŶƚĄƌŝŽƐƋƵĞƐƟŽŶĂŶĚŽƐŽďƌĞŽŵĞƐŵŽĂƐƐƵŶƚŽ͘
dĞƌƌĂ ;ϮϬϭϭͿ ĞƐĐůĂƌĞĐĞ ƋƵĞ Ġ ƉƌĞĐŝƐŽ ĚĂƌ ĐŽŶƟŶƵŝĚĂĚĞ ĚŝĄƌŝĂ ŶĂƐ ĂƚƵĂůŝǌĂĕƁĞƐ
ƋƵĂŶĚŽƐĞƚƌĂƚĂĚĞŝŶƚĞƌŶĞƚ͕ŝŶƚĞƌůŝŐĂŶĚŽĂƐĂĕƁĞƐĐŽŵŽƵƚƌŽƐǀĞşĐƵůŽƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͘
WĂƌĂĂĂƵƚŽƌĂ͕ĠĂƚƌĂǀĠƐĚĞƐƐĞŵĞŝŽƋƵĞĂƐĞŵƉƌĞƐĂƐƉŽĚĞŵĚĞŵŽŶƐƚƌĂƌƐƵĂƚƌĂŶƐƉĂƌġŶĐŝĂ͕ĂůĠŵĚĞĨĂǌĞƌĚŝǀƵůŐĂĕƁĞƐĞĂƚĠĐŽŶƐƚƌƵŝƌƐƵĂƌĞƉƵƚĂĕĆŽ͘DŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ
ĐŽŵƉůĞƚĂŵƋƵĞĂŝŶƚĞƌŶĞƚƉŽĚĞŝŶŇƵĞŶĐŝĂƌĂŵĂŶĞŝƌĂĚĞǀŝǀĞƌĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ĞƐƐĞ
ŵŽĚŽ͕ĐŽŵŽƐƌĞƐƵůƚĂĚŽƐĂƉƵƌĂĚŽƐŶĂƐƉŽƐƚĂŐĞŶƐŶŽŵƵƌĂůĚĂŽĐĂͲŽůĂ͕ŶŽƚĂͲƐĞƋƵĞ
ŵƵŝƚĂƐƉĞƐƐŽĂƐĐŽŶƐŽŵĞŵƐĞƵƐƉƌŽĚƵƚŽƐĞ͕ĂĐŝŵĂĚĞƚƵĚŽ͕ƐĆŽŝŶŇƵĞŶĐŝĂĚĂƐƉŽƌĞůĂ͕
ĂůĠŵĚĞƐĞƌĞŵŝĚĞŶƟĮĐĂĚĂƐƉŽƐƐŝďŝůŝĚĂĚĞƐĚĞĚĞƐĐŽďĞƌƚĂĚŽƉĞƌĮůĚŽĐŽŶƐƵŵŝĚŽƌ͕ŽƋƵĞ
ĂũƵĚĂŶĂƐŽůƵĕĆŽĚŽƐƉƌŽďůĞŵĂƐƋƵĞƉŽƐƐĂŵǀŝƌĂƐĞƌĂƉƌĞƐĞŶƚĂĚŽƐ͘
ϲ͘ϯWŽƐƚĂŐĞŶƐĞǆĞĐƵƚĂĚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐ
ƵƌĂŶƚĞŽƉĞƌşŽĚŽĚĞŽďƐĞƌǀĂĕĆŽ͕ŶĆŽŚŽƵǀĞƵŵĚŝĂĞŵƋƵĞŶĆŽŚŽƵǀĞƐƐĞƌĞŐŝƐƚƌŽĚĞƉŽƐƚĂŐĞŵƉŽƌƉĂƌƚĞĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ƐĞŶĚŽĂƐĚĂƚĂƐĚĞϭϴĞϮϯĚĞũƵůŚŽĚĞ
ϮϬϭϭĂƐƋƵĞƟǀĞƌĂŵŵĞŶŽƐŝŶƚĞƌĂĕƁĞƐ͕ĐŽŵĂƉĞŶĂƐƋƵĂƚƌŽĞŵĐĂĚĂĚŝĂ͘KƐƚƌġƐĚŝĂƐ
ĐŽŵŵĂŝƐŝŶƐĞƌĕƁĞƐĚĞĐŽŶƚĞƷĚŽ͕ϭϵ͕ϮϭĞϮϮĚĞũƵůŚŽ͕ƚŽĚŽƐĚŝĂƐĚĞƐĞŵĂŶĂ͕ĐŽŶƚĂƌĂŵ
ĐŽŵŽĚŽďƌŽĚĞŝŶƚĞƌĂĕƁĞƐ͕ĐŚĞŐĂŶĚŽĂŽŝƚŽ͘ƉĂƌƟƌĚĞƐƐĞƐĐŽŵƉĂƌƟůŚĂŵĞŶƚŽƐĞĚĂ
ƉĞƌƐŽŶĂůŝĚĂĚĞĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿĂĮƌŵĂƋƵĞƐĞĐŽŶƐĞŐƵĞĞƐƚĂďĞůĞĐĞƌ
ĐĞƌƚŽƐ ĞƐĐůĂƌĞĐŝŵĞŶƚŽƐ ƉĂƌĂ ĐŽŵƉƌĞĞŶĚĞƌ ŵĞůŚŽƌ ĐĂĚĂ Ƶŵ ĚĞůĞƐ͘ 'ŝŐůŝŽ ;ϮϬϬϴͿ ĐŽŵƉůĞƚĂĚŝǌĞŶĚŽƋƵĞ͕ƋƵĂŶĚŽƐĞĞƐƚƵĚĂŵŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ĮĐĂĐůĂƌŽƋƵĞĞůĞƐƐĆŽƷŶŝĐŽƐ
ĞŵƐƵĂĞƐƐġŶĐŝĂ͕ŵĂƐƋƵĞƚĂŵďĠŵƉŽĚĞŵƉĞƌƚĞŶĐĞƌĂƵŵŐƌƵƉŽĐŽŵƉĞĐƵůŝĂƌŝĚĂĚĞƐ
ƐŝŵŝůĂƌĞƐ͘/ƐƐŽĂĐŽŶƚĞĐĞĐŽŵŽƐŝŶƐĐƌŝƚŽƐŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ͕ƋƵĞƚġŵĞŵĐŽŵƵŵŽ
fato de pertencer a uma mesma comunidade virtual.
EŽƐƐĞƚĞĚŝĂƐĚĞŽďƐĞƌǀĂĕĆŽ͕ĨŽŝƌĞŐŝƐƚƌĂĚŽƵŵƚŽƚĂůĚĞϰϯƉƵďůŝĐĂĕƁĞƐƉĞůŽƐĨĆƐ
ďƌĂƐŝůĞŝƌŽƐŶŽŵƵƌĂůĚĂŽĐĂͲŽůĂ͘ĞƐƐĂƐ͕ϯϳĨŽƌĂŵĚĞĐŽŶƐƵŵŝĚŽƌĞƐĚŝĨĞƌĞŶƚĞƐ͘dŽĚĂ
52 | Faculdades Integradas de Taquara - Faccat
ĞƐƐĂĞůĂďŽƌĂĕĆŽĞĂƉƌŽĐƵƌĂĚĞŝŶĨŽƌŵĂĕƁĞƐƉĂƌĂŝŶƚĞƌĂŐŝƌŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ƉĂƌĂdŽƌƌĞƐ
;ϮϬϬϵͿ͕ƐĆŽĨĞŝƚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐ;ĐƵƌƟĚŽƌĞƐͿ͘ŵĂŝŽƌŝĂĚĂƐŵĞŶƐĂŐĞŶƐĨŽŝŽƌŝŐŝŶĂĚĂƉĞůŽƐĨĆƐĚĂĐŝĚĂĚĞĚĞ^ĆŽWĂƵůŽͲ^W͕ƉĞƌĨĂǌĞŶĚŽƵŵƚŽƚĂůĚĞŽŝƚŽ͕ƐĞŐƵŝĚĂƉĞůŽZŝŽ
ĚĞ:ĂŶĞŝƌŽͲZ:ĞdĞƌĞƐŝŶĂͲW/͕ĂŵďĂƐĐŽŵƋƵĂƚƌŽƉŽƐƚĂŐĞŶƐ͘
Na página da Coca-Cola no Facebook͕ĐŽŶĨŽƌŵĞdĞůůĞƐ;ϮϬϭϬͿ͕ŽƐĨĆƐƉƌĞƐƚĂŵŚŽmenagens por meio de sites͕ĨŽƚŽƐĞƚĞǆƚŽƐƋƵĞĞůĞƐƉƌſƉƌŝŽƐĐƌŝĂŵ͕ŽƋƵĞƉƀĚĞƐĞƌǀŝƐƚŽ
ŶŽƐĚĂĚŽƐůĞǀĂŶƚĂĚŽƐ͘dŽĚĂƐĂƐĐƌŝĂĕƁĞƐƉŽƐƚĂĚĂƐƉĞůŽƐĨĆƐĐŽŶƟŶŚĂŵƚĞǆƚŽ͕ŵĂƐ͕ĞŶƚƌĞ
ĞůĂƐ͕ƐŽŵĞŶƚĞƵŵĂĂƉƌĞƐĞŶƚŽƵƵŵŚŝƉĞƌůŝŶŬ e outra citou três usuários do Facebook. No
ƋƵĞƐĞƌĞĨĞƌĞăƐƉŽƐƚĂŐĞŶƐĐŽŵĂŶĞǆŽƐ͕ƐĞĂƉƵƌĂĚĂƐĂƐĐŽŵĨŽƚŽƐ͕ĨŽƌĂŵŝŶĐůƵşĚĂƐƚƌġƐ
ŵĞŶƐĂŐĞŶƐ Ğŵ ĚŝĂƐ ĚŝĨĞƌĞŶƚĞƐ͘ ^ĞŐƵŶĚŽ ^ŽůŽŵŽŶ ;ϮϬϬϴͿ͕ ƚŽĚĂƐ ĞƐƐĂƐ ŝŶƚĞƌĂĕƁĞƐ ƐĆŽ
ĨĞŝƚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐƉĂƌĂŵĂŶƚĞƌƵŵĂƌĞůĂĕĆŽƐŽĐŝĂůĐŽŵĂĞŵƉƌĞƐĂĞŵƋƵĞƐƚĆŽ͕
podendo ser privilegiados com informações exclusivas do canal.
ƉĂƌƟƌĚĞƚŽĚĂƐĂƐƉŽƐƚĂŐĞŶƐ͕ĚŽƐĐŽŵĞŶƚĄƌŝŽƐĞĚĂůŝŶŐƵĂŐĞŵƵƟůŝǌĂĚĂ͕ŝĚĞŶƟĮĐĂͲƐĞƋƵĞĂŵĂŝŽƌŝĂĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐŝŶƐĐƌŝƚŽƐŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂƉĞƌƚĞŶĐĞă
'ĞƌĂĕĆŽz͕ƋƵĞ͕ƐĞŐƵŶĚŽDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿĞůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿ͕
ĐŽŶƚĞŵƉůĂŽƐĂĚŽůĞƐĐĞŶƚĞƐĞŽƐũŽǀĞŶƐĂĚƵůƚŽƐ͘dƌĂƚĂͲƐĞĚĞƵŵŐƌƵƉŽƋƵĞƚŽŵĂƐƵĂƐĚĞĐŝƐƁĞƐĞũĄĞƐƚĄĨĂŵŝůŝĂƌŝǌĂĚŽĐŽŵĂƐƚĞĐŶŽůŽŐŝĂƐĞŵĞƌŐĞŶƚĞƐĞĐŽŵĂŝŶƚĞƌŶĞƚ͕ŐĞƌĂŶĚŽ
uma grande demanda para o mercado de entretenimento e demais produtos desenvolvidos para esse público.
WĂƌĂ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕ŽĐŽŶƐƵŵŝĚŽƌĚĂĂƚƵĂůŝĚĂĚĞƚĞŵŵƵŝƚĂƐĨĂĐĞƚĂƐ͕
ƉŽĚĞŶĚŽ ĂƉƌŽǀĞŝƚĂƌ ĂƐ ƵƟůŝĚĂĚĞƐ ĚĂ ŝŶƚĞƌŶĞƚ ŶŽ ƐĞƵ ĐŽƟĚŝĂŶŽ͕ ƚĂŶƚŽ ƉĂƌĂ ƚƌĂďĂůŚĂƌ
ĐŽŵŽƉĂƌĂĞƐƚƵĚĂƌĐŽŵŽƚĂŵďĠŵƉĂƌĂďƵƐĐĂƌŝŶĨŽƌŵĂĕƁĞƐĞƐĞƌĞůĂĐŝŽŶĂƌĐŽŵŽƵƚƌĂƐ
ƉĞƐƐŽĂƐ͘ƐŵĞŶƐĂŐĞŶƐĐŽŵƉĂƌƟůŚĂĚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐƌĞƉƌĞƐĞŶƚĂŵĂƐƐƵĂƐǀŽŶƚĂĚĞƐ͕ŽƐƐĞƵƐĂŶƐĞŝŽƐĞĂƌĞůĂĕĆŽƋƵĞĞůĞƐƚġŵĐŽŵĂŵĂƌĐĂŽĐĂͲŽůĂ͕ŽƋƵĞ͕ĐŽŶĨŽƌŵĞ
^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĨĂǌŽĐŽŶƐƵŵŝĚŽƌŵĂŶƚĞƌƵŵĂƌĞůĂĕĆŽƐŽĐŝĂůĐŽŵĂĞŵƉƌĞƐĂ͕ƉĞƌŵŝƟŶdo para essas comunidades tornarem-se fontes de pesquisa e consulta. Observando as
ƉŽƐƚĂŐĞŶƐ͕ĚĞƐƚĂĐŽƵͲƐĞƋƵĞĂƌĞůĂĕĆŽĚĞĐŽŶƐƵŵŽĞŶƚƌĞŽĨĆĞĂŽĐĂͲŽůĂĞƐƚĄƉƌĞƐĞŶƚĞ
na página da empresa.
dĂŵďĠŵĞǆŝƐƚĞŵĂůŐƵŵĂƐƉŽƐƚĂŐĞŶƐƋƵĞƌĞƉƌĞƐĞŶƚĂŵĂƌĞůĂĕĆŽĚĞƉĂŝǆĆŽƋƵĞ
ŽƐŝŶƐĐƌŝƚŽƐƚġŵƉĞůĂŵĂƌĐĂĞƉĞůŽƐƉƌŽĚƵƚŽƐĚĂŽĐĂͲŽůĂ͘KĨĂƚŽĚĞĂƋƵĂŶƟĚĂĚĞĚĞ
ƉŽƐƚĂŐĞŶƐĐŽŵĞƐƐĂĐĂƌĂĐƚĞƌşƐƟĐĂƐĞƌƉĞƋƵĞŶĂƉŽĚĞƐĞƌĞǆƉůŝĐĂĚĂƉŽƌDŽǁĞŶĞDŝŶŽƌ
;ϮϬϬϯͿ͕ƋƵĞĞƐĐůĂƌĞĐĞŵƋƵĞĂƐƉĞƐƐŽĂƐƐĆŽĚŝƐƟŶƚĂƐƵŵĂƐĚĂƐŽƵƚƌĂƐ͕ƋƵĞĂůŐƵŵĂƐĚĞƌĂŵŵĂŝƐǀĂůŽƌĂŽĐĂͲŽůĂĚŽƋƵĞŽƵƚƌĂƐ͘WĂƌĂŽƐĂƵƚŽƌĞƐ͕ŝƐƐŽƌĞŇĞƚĞŶĂŝŶƚĞŐƌĂĕĆŽĚŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐĐŽŵĂĞŵƉƌĞƐĂ͗ƋƵĂŶƚŽŵĂŝƐŝŶƚĞŐƌĂĚĂ͕ŵĂŝŽƌĂŵŽƟǀĂĕĆŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐĞŵĞůĂďŽƌĂƌĞƐƐĞƟƉŽĚĞŝŶĨŽƌŵĂĕƁĞƐ͘
:ĄŽƵƚƌŽƐĐŽŶƐƵŵŝĚŽƌĞƐĂũƵĚĂŵĂĞŵƉƌĞƐĂŶĂĚŝǀƵůŐĂĕĆŽĚĞƐĞƵƐĐĂŶĂŝƐĚĞĐŽŵƵŶŝĐĂĕĆŽĞŶŽǀŝĚĂĚĞƐ͕ŽƋƵĞƐĞĐĂƌĂĐƚĞƌŝǌĂĐŽŵŽĐŽŵƵŶŝĐĂĕĆŽďŽĐĂĂďŽĐĂ͕ƋƵĞ͕ƐĞŐƵŶĚŽ
^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĠƵŵĂĚĂƐĨŽƌŵĂƐŵĂŝƐŝŶƚĞŶƐĂƐĚĞŝŶŇƵĞŶĐŝĂƌĂƐƉĞƐƐŽĂƐ͘ůŐƵŶƐĂŝŶĚĂ
ŝŶƐĞƌĞŵŶŽƚĞǆƚŽƵŵƋƵĞƐƟŽŶĂŵĞŶƚŽ͕ŽƋƵĞŵŽƟǀĂŽƵƚƌŽƐĨĆƐĂŝŶƚĞƌĂŐŝƌĐŽŵĂŵĞŶƐĂŐĞŵ͕ĂƚĠƉĂƌĂĂĚƋƵŝƌŝƌĞǆƉĞƌŝġŶĐŝĂƐĞŶŽǀĂƐŝĚĞŝĂƐ͕ĐŽŵŽƚƌĂǌĞŵDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ͘
dŽĚŽƐ ŽƐ ĐĂƐŽƐ ƚƌĂƚĂĚŽƐ ĂĐŝŵĂ ƉĂƌƚĞŵ ĚĞ ƵŵĂ ŝĚĞŝĂ ĚĞ Ƶŵ ĐŽŶƐƵŵŝĚŽƌ͘ >ĠǀǇ
;ϮϬϭϬͿĂĮƌŵĂƋƵĞĞůĂƐǀġŵĚŽƚĞŵƉŽĚŝƐƉŽŶŝďŝůŝǌĂĚŽƉĞůĂƐƉĞƐƐŽĂƐƉĂƌĂĂƉƌŽĚƵĕĆŽ͕
ƵƟůŝǌĂĕĆŽ͕ ŝŶƚĞƌƉƌĞƚĂĕĆŽ Ğ ŝŶǀĞŶĕĆŽ͕ ĚŽ ƚĞŵƉŽ ƋƵĞ ĂƐ ƉĞƐƐŽĂƐ ƉĂƐƐĂŵ ŶĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ ŐĞƌĂŶĚŽ ĐŽŶƚĞƷĚŽ Ğ ĐŽŵƉĂƌƟůŚĂŶĚŽ ŝŶĨŽƌŵĂĕƁĞƐ͘ WĂƌĂ ŽƐ ĂƵƚŽƌĞƐ͕ ĞǆŝƐƚĞŵ ƚƌġƐ
Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 53
ĂĕƁĞƐĞǆĞĐƵƚĂĚĂƐŶŽĐŝďĞƌĞƐƉĂĕŽĐĂƚĞŐŽƌŝǌĂĚĂƐĐŽŵŽĞƐƐĞŶĐŝĂŝƐ͗ŽĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ͕
ŽĐŽŶƐƵŵŽĞĂƉƌŽĚƵĕĆŽĚĞĐŽŶƚĞƷĚŽ͘ƐƐĂŝŶƚĞůŝŐġŶĐŝĂĐŽůĞƟǀĂƉŽĚĞĐŽůĂďŽƌĂƌƉĂƌĂŽ
ĐƌĞƐĐŝŵĞŶƚŽĚĂĐŽŵƵŶŝĚĂĚĞǀŝƌƚƵĂů͕ŵĂƐƚĂŵďĠŵ͕ĂŽƐƵƌŐŝƌĞŵƋƵĞƐƚƁĞƐĐŽŶƚƌĂĚŝƚſƌŝĂƐ͕
ƉŽĚĞŵĨĂǌĞƌĞƐƐĂĐŽŵƵŶŝĚĂĚĞĚĞŝǆĂƌĚĞĞǆŝƐƟƌ͘
ŽŵďĂƐĞŶŽƐĚĂĚŽƐůĞǀĂŶƚĂĚŽƐĚƵƌĂŶƚĞĂƐĞŵĂŶĂĚĞŽďƐĞƌǀĂĕĆŽ͕ĨŽŝƉŽƐƐşǀĞů
ŝĚĞŶƟĮĐĂƌĂůŐƵŵĂƐŵĞůŚŽƌŝĂƐƋƵĞƉŽĚĞŵƐĞƌĂĚĂƉƚĂĚĂƐƉĞůŽƐŐĞƌĞŶĐŝĂĚŽƌĞƐĚĂƉĄŐŝna da Coca-Cola no FacebookƉĂƌĂƚŽƌŶĂƌĂĐŽŵƵŶŝĐĂĕĆŽŵĂŝƐĞĮĐĂǌĞĚĞŝǆĂƌŽƐƐĞƵƐ
ĐŽŶƐƵŵŝĚŽƌĞƐŵĂŝƐƐĂƟƐĨĞŝƚŽƐ͘EŽŐĞƌĂů͕ŽƋƵĞŵĂŝƐƐĞĚĞƐƚĂĐŽƵĨŽŝĂĚĞŵŽƌĂŽƵĂƚĠĂ
ŝŶĞǆŝƐƚġŶĐŝĂĚĞƵŵĂƌĞƐƉŽƐƚĂ͕ĚĞŝǆĂŶĚŽŽƐĐŽŶƐƵŵŝĚŽƌĞƐŶĂĞǆƉĞĐƚĂƟǀĂĚĞƵŵƉƌŽŶƵŶĐŝĂŵĞŶƚŽĚĂĞŵƉƌĞƐĂ͘KƐƉƌŽĮƐƐŝŽŶĂŝƐƋƵĞƐĆŽƌĞƐƉŽŶƐĄǀĞŝƐƉĞůĂƉĄŐŝŶĂĚĞǀĞƌŝĂŵƚĞƌ
ĐŽŵŽƌĞŐƌĂĞƐƟƉƵůĂĚĂƵŵƚĞŵƉŽĚĞůŝŵŝƚĂĚŽƉĂƌĂƌĞƐƉŽŶĚĞƌĂŽƐƋƵĞƐƟŽŶĂŵĞŶƚŽƐĚĞ͕
ŶŽŵĄǆŝŵŽ͕ƵŵĚŝĂ͕ƋƵĞũĄĠŵƵŝƚŽƋƵĂŶĚŽƐĞƚƌĂƚĂĚĞƐƚĞƟƉŽĚĞĐŽŵƵŶŝĐĂĕĆŽŵĂƐ͕ƉĂƌĂ
ŝŶŝĐŝĂƌ͕ƐĞƚŽƌŶĂĂĚĞƋƵĂĚŽ͘WĂƌĂĐŽŵƉůĞŵĞŶƚĂƌ͕ƚĂŵďĠŵĚĞǀĞƌŝĂŵƌĞƐƉŽŶĚĞƌĂƚŽĚŽƐŽƐ
ĨĆƐƋƵĞƉĞƌŐƵŶƚĂŵĂůŐŽ͕ŶĆŽĚĞŝǆĂŶĚŽĂƋƵĞƐƚĆŽƉĂƌĂŝŶƚĞƌƉƌĞƚĂĕƁĞƐƋƵĞƉŽĚĞŵĨĞƌŝƌĂ
imagem da organização.
WĂƌĂŵĂŶƚĞƌŽƐĐŽŶƐƵŵŝĚŽƌĞƐĮĠŝƐ͕ĂƐƵŐĞƐƚĆŽĠƚĞƌƵŵĂƋƵĂŶƟĚĂĚĞŵĂŝŽƌĚĞ
ŝŶƚĞƌĂĕƁĞƐĞƋƵĞĞƐƚĂƐƐĞũĂŵĚŝƌĞĐŝŽŶĂĚĂƐĚŝƌĞƚĂŵĞŶƚĞƉĂƌĂĞůĞƐ͕ŶĆŽƐŽŵĞŶƚĞĚŝƐƉŽŶŝďŝůŝǌĂŶĚŽŵĂƚĞƌŝĂŝƐ͕ŵĂƐƉĂƌƟĐŝƉĂŶĚŽĞƐĞŝŶƚĞƌĞƐƐĂŶĚŽƉĞůŽƐĂƐƐƵŶƚŽƐƚƌĂƚĂĚŽƐƉŽƌĞƐƐĞ
ƉƷďůŝĐŽ͘hŵĂďŽĂŝŶŝĐŝĂƟǀĂĠĐŽŵĞĕĂƌĐŽŵŽƐůşĚĞƌĞƐ͕ǀŝƐƚŽƐƉŽƌ<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿĐŽŵŽ
ĂƋƵĞůĞƐƋƵĞĐĞƌƚĂŵĞŶƚĞǀĆŽĞƐƉĂůŚĂƌĂŝŶĨŽƌŵĂĕĆŽƉĂƌĂŽƐŽƵƚƌŽƐƋƵĞƚĂŵďĠŵƐĆŽĨĆƐ
ĚĂŽĐĂͲŽůĂ͕ƵŵĂŝŶŝĐŝĂƟǀĂĚĞĐŽŵƵŶŝĐĂĕĆŽďŽĐĂĂďŽĐĂ͘ƐƐĂŝŶƚĞƌĂĕĆŽƉŽĚĞƐĞƌĨĞŝƚĂ
ƉŽƌŵĞŝŽĚĞƋƵĞƐƟŽŶĂŵĞŶƚŽƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ũĄƋƵĞŽŚŝƐƚſƌŝĐŽĚĞƉĂƌƟĐŝƉĂĕƁĞƐ
ĚŽƐĨĆƐŶĂƐƉŽƐƚĂŐĞŶƐĚĂĞŵƉƌĞƐĂƐĞŵƉƌĞĨŽŝƉŽƐŝƟǀŽ͘
WĂƌĂ Ž ĐŽŶƐƵŵŝĚŽƌ͕ Ġ ŝŵƉŽƌƚĂŶƚĞ ƵŵĂ ŵĞůŚŽƌ ƐĞƉĂƌĂĕĆŽ ĚŽƐ ƚſƉŝĐŽƐ ĚĞ ĂĐŽƌĚŽĐŽŵĂƐůŝŶŐƵĂŐĞŶƐĚŝƐƉŽŶşǀĞŝƐ͕ĂƐƐŝŵŽƟŵŝǌĂŶĚŽŽƚĞŵƉŽƋƵĞĞůĞƉĂƐƐĂŝŶƚĞƌĂŐŝŶĚŽ
ĐŽŵĂŵĂƌĐĂ͕ƉŽĚĞŶĚŽƐĞƌŝŵƉĂĐƚĂĚŽĚĞĨŽƌŵĂƐĚŝĨĞƌĞŶƚĞƐ͘WŽƌƷůƟŵŽ͕ƉŽĚĞƌŝĂŵƐĞƌ
ůĞǀĂĚŽƐ ĂŽƐ ĐŽŶƐƵŵŝĚŽƌĞƐ ŽƵƚƌŽƐ ďĞŶĞİĐŝŽƐ͕ ĂůĠŵ ĚŽƐ ƋƵĞ ĞƐƚĆŽ ĨƌĞƋƵĞŶƚĞŵĞŶƚĞ ŶĂ
ƉĄŐŝŶĂ͘hŵĂĨŽƌŵĂĠĐƌŝĂƌƉƌŽŵŽĕƁĞƐĞƐƉĞĐşĮĐĂƐƉĂƌĂŽƐĨĆƐĚĂŽĐĂͲŽůĂŶŽFacebook͕
tratando-os como especiais.
ϳŽŶƐŝĚĞƌĂĕƁĞƐĮŶĂŝƐ
Os sitesƋƵĞĞƐƚĆŽŚŽƐƉĞĚĂĚŽƐŶĂŝŶƚĞƌŶĞƚĮĐĂŵĚŝƐƉŽŶşǀĞŝƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐǀŝŶƚĞĞƋƵĂƚƌŽŚŽƌĂƐƉŽƌĚŝĂĞƐĞƚĞĚŝĂƐƉŽƌƐĞŵĂŶĂ͕ƉŽĚĞŶĚŽƐĞƌĂĐĞƐƐĂĚŽƐĂƋƵĂůƋƵĞƌŵŽŵĞŶƚŽ͘ŽƐƚĂ;ϮϬϬϴ͕Ɖ͘ϯϲͿĚŝǌƋƵĞ͕ŶĂƐĨĞƌƌĂŵĞŶƚĂƐĚĞďƵƐĐĂĚĂŝŶƚĞƌŶĞƚ͕ĐŽŵĂ
͞΀͘͘͘΁ƋƵĂŶƟĚĂĚĞƋƵĂƐĞƐĞŵƉƌĞĞŶŽƌŵĞĚĞƌĞƐƉŽƐƚĂƐ͕ƉŽĚĞͲƐĞƉĞƌĚĞƌƚĞŵƉŽƉƌĞĐŝŽƐŽă
ĐĂƚĂĚĞĂůŐƵŵƌĞƐƵůƚĂĚŽƋƵĞƉĂƌĞĕĂŵĂŝƐƉĞƌƟŶĞŶƚĞ͘͟WŽƌŝƐƐŽ͕ĂƐĞŵƉƌĞƐĂƐĚĞǀĞŵĮĐĂƌ
ĂƚĞŶƚĂƐƉĂƌĂƐĞƚŽƌŶĂƌĞŵƉĞƌĐĞďŝĚĂƐƉĞůŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ĂƐƐŝŵĐŽŵŽĨŽŝĐŽŶƐƚĂƚĂĚŽŶŽĐĂƐŽĚĂŽĐĂͲŽůĂ͕ƋƵĞƉƌŽƉƁĞĂŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐƵŵĂŝŶĮŶŝĚĂĚĞĚĞĨƵŶĐŝŽnalidades de interação em sua página no site de redes sociais Facebook.
ƐƐĂ ŐƌĂŶĚĞ ƋƵĂŶƟĚĂĚĞ ĚĞ ŝŶĨŽƌŵĂĕƁĞƐ ĚŝƐƉŽŶŝďŝůŝǌĂĚĂ ƉĞůĂ ŽĐĂͲŽůĂ ƉƌĞĐŝƐĂ
ƐĞƌƉĞŶƐĂĚĂƉĂƌĂƐƵƉƌŝƌĂƐŶĞĐĞƐƐŝĚĂĚĞƐĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘WŽƌŝƐƐŽ͕sĂǌ;ϮϬϭϬͿĚĞƐƚĂĐĂ
ƋƵĞ ĂƐ ĞŵƉƌĞƐĂƐ ŶĆŽ ĚĞǀĞŵ ĞŶƚĞŶĚĞƌ ƐŽŵĞŶƚĞ ƐŽďƌĞ ŝŶƚĞƌŶĞƚ͕ ŵĂƐ ƉƌŽĐƵƌĂƌ͕ ƉƌŝŶĐŝ54 | Faculdades Integradas de Taquara - Faccat
ƉĂůŵĞŶƚĞ͕ĐŽŵƉƌĞĞŶĚĞƌŽƐƐĞƵƐŝŶƚĞƌŶĂƵƚĂƐ͕ĂƐƐƵĂƐĐĂƌġŶĐŝĂƐ͕ǀĂůŽƌĞƐ͕ĐƌĞŶĕĂƐĞĚĞƐĐƌĞŶĕĂƐ͘ƉĂƌƟƌĚŝƐƐŽĞĚŽƐĚĂĚŽƐůĞǀĂŶƚĂĚŽƐ͕ƉŽĚĞͲƐĞĚŝǌĞƌƋƵĞĂŽĐĂͲŽůĂƚĞŵ͕Ğŵ
ƐƵĂƌĞĂůŝĚĂĚĞ͕ŽĞŶƚĞŶĚŝŵĞŶƚŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐƋƵĞĞƐƚĆŽŝŶƐĐƌŝƚŽƐĞŵƐƵĂƉĄŐŝŶĂ͕ũĄ
ƋƵĞĚŝƐƉŽŶŝďŝůŝǌĂŵŝŶĨŽƌŵĂĕƁĞƐƉĂƌĂĚŝǀĞƌƐŽƐƐĞŐŵĞŶƚŽƐĚĞŵĞƌĐĂĚŽĂůĠŵĚĞŽƵƚƌŽƐ
ĐĂŶĂŝƐĚĞŝŶƚĞƌĂĕĆŽŝŶƚĞŐƌĂĚŽƐĂĞƐƐĂƌĞĚĞƐŽĐŝĂů͕ĂŵďŽƐĐŽŵƵŵĂůŝŶŐƵĂŐĞŵĂĚĞƋƵĂĚĂĞĐŽŵƉƌĞĞŶƐşǀĞů͘ŝŵƉŽƌƚĂŶƚĞƐĂůŝĞŶƚĂƌƚĂŵďĠŵŽƐďĞŶĞİĐŝŽƐƉƌŽƉŽƌĐŝŽŶĂĚŽƐƉĞůĂ
ĐŽŵƉƌĞĞŶƐĆŽĚŽĐŽŶƐƵŵŝĚŽƌ͕ůĞǀĂŶƚĂĚŽƐƉŽƌDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿĐŽŵŽŽƉƌŝŶĐŝƉĂů
ĂƵǆşůŝŽŶĂƚŽŵĂĚĂĚĞĚĞĐŝƐƁĞƐĚĂĞŵƉƌĞƐĂ͕ĂůĠŵĚĞĐŽůĂďŽƌĂƌƉĂƌĂĂƐƉĞƐƋƵŝƐĂƐĞŶŽ
ĞŶƚĞŶĚŝŵĞŶƚŽĚŽƐĨĂƚŽƌĞƐƋƵĞŝŶŇƵĞŶĐŝĂŵŶŽĐŽŵƉŽƌƚĂŵĞŶƚŽŚƵŵĂŶŽ͘
^ĂŵĂƌĂ Ğ DŽƌƐĐŚ ;ϮϬϬϱͿ Ğ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ ĚĞƐƚĂĐĂŵ ĂůŐƵŵĂƐ ĐŝƌĐƵŶƐƚąŶĐŝĂƐƋƵĞƉŽĚĞŵƐĞƌƉƌŽƉŽƌĐŝŽŶĂĚĂƐĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ŶƚƌĞĞůĂƐ͕ĞƐƚĄŽĂŵďŝĞŶƚĞ
ƐŽĐŝĂů͕ƋƵĞƐĆŽĂƐƉĞƐƐŽĂƐƉƌĞƐĞŶƚĞƐŶĂƉĄŐŝŶĂĞĐŽŵŽĞůĂƐŝŶŇƵĞŶĐŝĂŵŶĂĚĞĐŝƐĆŽĚĞ
ĐŽŵƉƌĂ͕ŽƚĞŵƉŽ͕ƋƵĞĠĂƉĞƌŵĂŶġŶĐŝĂĚĂƐƉĞƐƐŽĂƐŶĂĐŽŵƵŶŝĚĂĚĞǀŝƌƚƵĂů͕ĞĂƐĚŝƐƉŽƐŝĕƁĞƐ ƚĞŵƉŽƌĄƌŝĂƐ Ğ ĐŝƌĐƵŶƐƚĂŶĐŝĂŝƐ͕ ƋƵĞ ĞŶǀŽůǀĞŵ Ž ĞƐƚĂĚŽ ĚĞ ĞƐƉşƌŝƚŽ ĚĂƐ ƉĞƐƐŽĂƐ͕
como alegria e raiva. Todas estão presentes nas postagens dos consumidores no mural
ĚĂŽĐĂͲŽůĂ͕ǀŝƐƚŽƋƵĞĞůĞƐ͕ĚĞĐĞƌƚĂĨŽƌŵĂ͕ŝŶŇƵĞŶĐŝĂŵŽƐŽƵƚƌŽƐƋƵĞŝŶƚĞƌĂŐĞŵĐƵƌƟŶĚŽĞĐŽŵĞŶƚĂŶĚŽĞƐƐĂƐƉŽƐƚĂŐĞŶƐ͘
ŽŶĨŽƌŵĞƉƌŽƉŽƐƚŽŶŽŽďũĞƟǀŽŐĞƌĂůĚĞƐƚĂƉĞƐƋƵŝƐĂ͕ƋƵĞĠĂŶĂůŝƐĂƌĚĞƋƵĞĨŽƌŵĂ
ŽĐŽŶƐƵŵŝĚŽƌƐĞĐŽŵƉŽƌƚĂŝŶƚĞƌĂƟǀĂŵĞŶƚĞŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂŶŽFacebook͕ĐŽŶƐtatou-se que os consumidores realmente interagem com a comunidade virtual das mais
ĚŝǀĞƌƐĂƐĨŽƌŵĂƐ͕ŶĂŵĂŝŽƌŝĂĚĞůĂƐĐŽŵƚĞǆƚŽƐƋƵĞůŝŐĂŵŽĐŽŶƐƵŵŝĚŽƌăĞŵƉƌĞƐĂ͕ŵĂƐ
não deixando de acontecer algumas postagens com fotos e ŚŝƉĞƌůŝŶŬƐ. Isso pode desĐĞŶĚĞƌĚĂĐƵůƚƵƌĂĚĂƐƉĞƐƐŽĂƐŽďƐĞƌǀĂĚĂƐ͕ĐŽŵŽƌĞƐƐĂůƚĂŵůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů
;ϮϬϬϵͿ͕ŽƋƵĞ͕ĚĞƉĞŶĚĞŶĚŽĚĂŽĐĂƐŝĆŽ͕ƉŽĚĞĂĨĞƚĂƌĂƚŽŵĂĚĂĚĞĚĞĐŝƐĆŽĞĂƚĠĂĐŽŵƵŶŝĐĂĕĆŽŶĂƐŽĐŝĞĚĂĚĞ͘/ĚĞŶƟĮĐŽƵͲƐĞƚĂŵďĠŵƋƵĞŽĐŽŶƐƵŵŝĚŽƌĠĂƟǀŽĞŶĆŽĚĞƉĞŶĚĞĚĂ
ĂĕĆŽĚĂĞŵƉƌĞƐĂƉĂƌĂĨĂǌĞƌƐƵĂƐŝŶƚĞƌĂĕƁĞƐĞĐŽŵƉĂƌƟůŚĂŵĞŶƚŽƐ͕ũĄƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐŝŶƚĞƌĂŐĞŵŵƵŝƚŽŵĂŝƐĐŽŵĂŽĐĂͲŽůĂĚŽƋƵĞĞůĂĐŽŵĞůĞƐ͕ĂƚĠƉĞůĂƋƵĂŶƟĚĂĚĞĚĞ
ƉĞƐƐŽĂƐŝŶƐĐƌŝƚĂƐŶĂƉĄŐŝŶĂ͘ƐƐĂƐĂĕƁĞƐĐŽŶƐƚĂƚĂĚĂƐ͕ĚĞƉƌŽĚƵĕĆŽĞĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ
ĚĞĐŽŶƚĞƷĚŽ͕ƐĆŽǀŝƐƚĂƐƉŽƌ>ĞŵŽƐĞ>ĠǀǇ;ϮϬϭϬͿĐŽŵŽĞƐƐĞŶĐŝĂŝƐŶŽĐŝďĞƌĞƐƉĂĕŽ͘
&ŝĐĂƌĂŵ ƚĂŵďĠŵ ĞƐĐůĂƌĞĐŝĚŽƐ ŽƐ ĞƐƚĄŐŝŽƐ ĐŝƚĂĚŽƐ ƉŽƌ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ͕
ƚĂŶƚŽƋƵĂŶĚŽĂŝŶƚĞƌĂĕĆŽĠƌĞŐŝƐƚƌĂĚĂƉĞůĂŽĐĂͲŽůĂ͕ƋƵĂŶƚŽƋƵĂŶĚŽĞůĂĠĨĞŝƚĂƉĞůŽ
ĐŽŶƐƵŵŝĚŽƌ͘ĂƚĞŶĕĆŽĞĂĐŽŵƉƌĞĞŶƐĆŽĚĂƐŵĞŶƐĂŐĞŶƐƋƵĞĮĐĂŵŐƵĂƌĚĂĚĂƐŶĂŵĞŵſƌŝĂĚĞƐƐĂƐƉĞƐƐŽĂƐǀġŵĂƐĞƌƌĞǀĞůĂĚĂƐŵĂŝƐƚĂƌĚĞ͕ĐŽŵŽƐƐĞƵƐĐŽŵĞŶƚĄƌŝŽƐĞƉŽƐƚĂŐĞŶƐ
ŶŽŵƵƌĂů͕ĚĞŝǆĂŶĚŽĂƐƐƵĂƐĚƷǀŝĚĂƐ͕ŽƉŝŶŝƁĞƐĞŝŶĨŽƌŵĂĕƁĞƐƉĂƌĂŽƐŽƵƚƌŽƐĨĆƐĞƚĂŵďĠŵ
ƉĂƌĂĐŽŶŚĞĐŝŵĞŶƚŽĚĂĞŵƉƌĞƐĂ͘ĞƉŽƐƐĞĚĞƐƐĂƐŝŶĨŽƌŵĂĕƁĞƐ͕ĐŽŶĨŽƌŵĞ'ŝŐůŝŽ;ϮϬϬϴͿ͕
ŽƐƉƌŽĮƐƐŝŽŶĂŝƐƋƵĞƚƌĂďĂůŚĂŵŐĞƌĞŶĐŝĂŶĚŽĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂƉŽĚĞŵĞŶƚĞŶĚĞƌŵĞůŚŽƌŽƐŐƌƵƉŽƐĞŵƋƵĞŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐĞƐƚĆŽŝŶƐĞƌŝĚŽƐ͕ƉĂƌĂĂƐƐŝŵĚĞƚĞƌŵŝŶĂƌŽ
ƐĞƵĐŽŵƉŽƌƚĂŵĞŶƚŽĞ͕ĐŽŵŝƐƐŽ͕ƚƌĂŶƐĨŽƌŵĂƌĞĂĚĞƋƵĂƌŽĂŵďŝĞŶƚĞĚĞĨŽƌŵĂĂƉƌŽƉŽƌĐŝŽŶĂƌďĞŶĞİĐŝŽƐƉĂƌĂŽƐŝŶƐĐƌŝƚŽƐŶĂƉĄŐŝŶĂ͘
ĞĂĐŽƌĚŽĐŽŵ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕ĂĚƵƌĂďŝůŝĚĂĚĞĚĂƌĞůĂĕĆŽĞŶƚƌĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐĞĂƐĞŵƉƌĞƐĂƐĠĚĞƚĞƌŵŝŶĂĚĂƉĞůĂƐĂƟƐĨĂĕĆŽ͘&ŽƌĂŵŝĚĞŶƟĮĐĂĚŽƐĚĞƐƐĂĨŽƌŵĂ͕
ĂůŐƵŶƐĐŽŶƐƵŵŝĚŽƌĞƐƋƵĞƚġŵƌĞůĂĕĆŽĚĞĐŽŶƐƵŵŽĐŽŵĂŽĐĂͲŽůĂ͕ƉŽƐƚĂŶĚŽŵĞŶƐĂŐĞŶƐ
no mural da empresa que fazem referência ao ato de consumir a bebida. Em consequência
ĚŽƐƌĞŐŝƐƚƌŽƐĚĂƐƉŽƐƚĂŐĞŶƐĞǆĞĐƵƚĂĚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ƚĂŵďĠŵƐĞŝĚĞŶƟĮĐĂƌĂŵ
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ĂƋƵĞůĞƐƋƵĞƚġŵƌĞůĂĕĆŽĚĞƉĂŝǆĆŽƉĞůĂŵĂƌĐĂĞƉĞůŽƐƉƌŽĚƵƚŽƐĚĂŽĐĂͲŽůĂ͕ŽƐƋƵĞ
ĂũƵĚĂŵŶĂĚŝǀƵůŐĂĕĆŽĚĂƐĐĂŵƉĂŶŚĂƐĞĚŽƐƉƌŽĚƵƚŽƐĞƚĂŵďĠŵĂůŐƵŶƐƋƵĞƋƵĞƐƟŽŶĂŵ
ŽƵƚƌŽƐŝŶƐĐƌŝƚŽƐ͕ŵŽƟǀĂŶĚŽĂŝŶƚĞƌĂĕĆŽĚĞŵĂŝƐĨĆƐ͘ŽŵĞƐƐĂŵŽƟǀĂĕĆŽ͕ƐƵƌŐĞĂĐŽŵƵŶŝĐĂĕĆŽďŽĐĂĂďŽĐĂ͕ƚƌĂƚĂĚĂƉŽƌ^ŽůŽŵŽŶ;ϮϬϬϴͿĐŽŵŽĞǆƚƌĞŵĂŵĞŶƚĞĞĮĐĂǌ͕ŵĂƐ
os cuidados devem ser tomados urgentemente quando disseminada uma informação
ŶĞŐĂƟǀĂ͘
Tanto na apresentação da página da Coca-Cola quanto em suas postagens no muƌĂů͕ĨŽŝƉŽƐƐşǀĞůŝĚĞŶƟĮĐĂƌŽƐƟƉŽƐĚĞĨƵŶĐŝŽŶĂůŝĚĂĚĞƐĚĞŝŶƚĞƌĂĕĆŽƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐ
ƚġŵĚŝƐƉŽŶşǀĞŝƐ͕ŵŽƐƚƌĂŶĚŽͲƐĞĂŵƉůĂŵĞŶƚĞĂďƌĂŶŐĞŶƚĞƐ͕ũĄƋƵĞŚĄƚƌġƐůşŶŐƵĂƐĚŝƐƉŽŶşǀĞŝƐ͗ƉŽƌƚƵŐƵġƐ͕ŝŶŐůġƐĞĞƐƉĂŶŚŽů͕ĨĂƚŽŵƵŝƚŽŝŵƉŽƌƚĂŶƚĞƉĂƌĂĞŵƉƌĞƐĂƐŝŶƚĞƌŶĂĐŝŽŶĂŝƐ
ĐŽŵŽĂŽĐĂͲŽůĂ͘EŽĞŶƚĂŶƚŽ͕ƚĂŵďĠŵĚĞǀĞƐĞƌůĞǀĂĚĂĞŵĐŽŶƐŝĚĞƌĂĕĆŽĂůŝŶŐƵĂŐĞŵ͕
ƋƵĞ͕ŶĞƐƚĞĐĂƐŽ͕ƐĞŵŽƐƚƌŽƵĂĚĞƋƵĂĚĂ͘WĂƌĂ<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿ͕ĂƐĨŽƌŵĂƐĐŽŵŽĂƐĚŝferentes línguas e linguagens são empregadas podem conduzir a mensagem de forma
ĂƉƌŽƉƌŝĂĚĂ͕ŵĂƐ͕ĂŽŵĞƐŵŽƚĞŵƉŽ͕ƉŽĚĞŵůĞǀĂƌăŝŶĐŽŵƉƌĞĞŶƐĆŽŶĂĐŽŵƵŶŝĐĂĕĆŽ͘
^ŽďƌĞŽƐƌĞƚŽƌŶŽƐĚĂĞŵƉƌĞƐĂƉĂƌĂŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ƉĞƌĐĞďĞƵͲƐĞĂĞǆŝƐƚġŶĐŝĂ
ĚĞůĞƐƐŽŵĞŶƚĞĞŵĚƵĂƐƉŽƐƚĂŐĞŶƐ͕ƋƵĞĨĂǌĞŵƌĞĨĞƌġŶĐŝĂĂŽƐƚƷĚŝŽDſǀĞůŽĐĂͲŽůĂ͕
ŶŽƐĚŽŝƐĐĂƐŽƐƉĂƌĂƌĞƐƉŽŶĚĞƌăƐƌĞĐůĂŵĂĕƁĞƐƋƵĞŽƐĨĆƐĚĞŝǆĂƌĂŵŶŽƐĐŽŵĞŶƚĄƌŝŽƐĚĂƐ
ƉŽƐƚĂŐĞŶƐĨĞŝƚĂƐƉĞůĂĞŵƉƌĞƐĂ͘ƋƵŝĨŽŝĚĞŝǆĂĚĂƵŵĂďƌĞĐŚĂƉĞůĂŽĐĂͲŽůĂ͕ƋƵĞĚĞǀĞƌŝĂŝŶƚĞƌĂŐŝƌŵĂŝƐĐŽŵŽƐƐĞƵƐĨĆƐ͘/ƐƐŽƉŽƌƋƵĞ͕ĐŽŵŽĂĮƌŵĂsĂǌ;ϮϬϭϬͿ͕ĂƚƵĂůŵĞŶƚĞĂƐ
ĞŵƉƌĞƐĂƐĚĞǀĞŵƐĞƌĞůĂĐŝŽŶĂƌĐŽŵŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ŶĆŽƐŽŵĞŶƚĞŶŽƐĐĂƐŽƐĞǆƚƌĞŵŽƐ͕ĚĞŵŽĚŽƋƵĞĞůĞƐĞƐĐŽůŚĂŵĂĞŵƉƌĞƐĂƉĞůŽƐƐĞƵƐƐĞŶƟŵĞŶƚŽƐ͕ĞŶĆŽƉĞůŽƉƌŽĚƵƚŽ
ŽƵƉƌĞĕŽ͘ĐŽŵĞƐƐĞƌĞůĂĐŝŽŶĂŵĞŶƚŽƋƵĞĂƐĞŵƉƌĞƐĂƐĐŽŶƋƵŝƐƚĂŵŽƐƐĞƵƐĨĆƐĞ͕ĂƐƐŝŵ͕
os tornam consumidores de seus produtos.
WĞƌĐĞďĞƵͲƐĞƚĂŵďĠŵƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐŝŶƚĞƌĂŐŝƌĂŵĐŽŵƚŽĚĂƐĂƐƉŽƐƚĂŐĞŶƐ
ĨĞŝƚĂƐƉĞůĂŽĐĂͲŽůĂ͕ƐĞũĂĐƵƌƟŶĚŽ͕ĐŽŵĞŶƚĂŶĚŽŽƵĐŽŵƉĂƌƟůŚĂŶĚŽ͘EŽƐĐŽŵĞŶƚĄƌŝŽƐ͕
ƚĂŵďĠŵĮĐŽƵĚĞƐƚĂĐĂĚĂĂŝŶƚĞƌĂĕĆŽĚŽƐƉƌſƉƌŝŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ŽƋƵĞƐĞĞŶĐĂŝǆĂŶŽ
ĐŽŶĐĞŝƚŽĚĞĂƐƚĞůůƐ;ϮϬϬϯͿ͕ƋƵĞĂƌŐƵŵĞŶƚĂƋƵĞĞƐƐĞŵĞŝŽƉŽƐƐŝďŝůŝƚŽƵĂĐŽŵƵŶŝĐĂĕĆŽ
de muitos com muitos.
WŽƌĮŵ͕ƉŽĚĞͲƐĞĐŽŶĐůƵŝƌƋƵĞĞƐƚĂƌƉƌĞƐĞŶƚĞŶŽƐsitesĚĞƌĞĚĞƐƐŽĐŝĂŝƐĠŵƵŝƚŽ
importante para todas as organizações que não querem perder uma oportunidade de
ĂƟŶŐŝƌƵŵƉƷďůŝĐŽƋƵĞĐƌĞƐĐĞĂĐĂĚĂĚŝĂĞƋƵĞ͕ĚĂŵĞƐŵĂĨŽƌŵĂ͕ŶĆŽƉƌĞƚĞŶĚĞŵƋƵĞ
esses consumidores encontrem os seus concorrentes na variedade e riqueza das informações disponíveis no ciberespaço.
ŽŵŝƐƐŽ͕ĠƌĞůĞǀĂŶƚĞƐƵƐƚĞŶƚĂƌƋƵĞƐĞĚĞǀĞŵŽĨĞƌĞĐĞƌǀĄƌŝĂƐĨŽƌŵĂƐĚĞŝŶƚĞƌĂĕĆŽ
ĚŝĨĞƌĞŶƚĞƐƉĂƌĂĂƟŶŐŝƌƵŵŵĂŝŽƌŶƷŵĞƌŽĚĞƉĞƐƐŽĂƐ͘ŶƚƌĞƚĂŶƚŽ͕ĚĂŵĞƐŵĂĨŽƌŵĂ͘ƚŽĚŽƐĞƐƐĞƐĐŽŶƚĞƷĚŽƐĚĞǀĞŵƐĞƌŵƵŝƚŽďĞŵĂŶĂůŝƐĂĚŽƐĂŶƚĞƐĚĞƐĞƌĞŵĚŝǀƵůŐĂĚŽƐ͕ƉĂƌĂ
ŶĆŽĐŽŶƐƚƌĂŶŐĞƌŽƵŝŶŝďŝƌĂƉĂƌƟĐŝƉĂĕĆŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘
WŽƌƚĂŶƚŽ͕ĠŝŵƉŽƌƚĂŶƚĞƋƵĞĂĞŵƉƌĞƐĂĞƐƚĞũĂĚŝƐƉŽŶşǀĞůĞĐŽŶƐĐŝĞŶƚĞƋƵĞ͕ƋƵĂŶĚŽŽĨĞƌĞĐĞĂŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐƵŵĐĂŶĂůƚĆŽĂďĞƌƚŽĐŽŵŽĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ŽĐĂŵŝŶŚŽ
ĠƐĞŵǀŽůƚĂ͘
56 | Faculdades Integradas de Taquara - Faccat
Referências
><t>>͕ZŽŐĞƌ͖͘D/E/Z͕WĂƵůt͖͘E'>͕WĂƵů&͘Comportamento do
consumidor͘^ĆŽWĂƵůŽ͗ĞŶŐĂŐĞ>ĞĂƌŶŝŶŐ͕ϮϬϬϵ͘
^d>>^͕DĂŶƵĞů͘A galáxia da internet͗ƌĞŇĞǆƁĞƐƐŽďƌĞĂŝŶƚĞƌŶĞƚ͕ŽƐŶĞŐſĐŝŽƐĞĂ
ƐŽĐŝĞĚĂĚĞ͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗ĂŚĂƌ͕ϮϬϬϯ͘
,Dh^͕DĂƌĐĞůůŽ͖Zs>,>͕DĄƌĐŝĂ͘ŽŵƵŶŝĐĂĕĆŽĞŵĂƌŬĞƟŶŐĚŝŐŝƚĂŝƐ͗
ĐŽŶĐĞŝƚŽƐ͕ƉƌĄƟĐĂƐ͕ŵĠƚƌŝĐĂƐĞŝŶŽǀĂĕƁĞƐ͘ĂŚŝĂ͗ĚŝĕƁĞƐsE/͕ϮϬϭϭ͘ŝƐƉŽŶşǀĞůĞŵ͗
фŚƩƉ͗ͬͬǁǁǁ͘ƐůŝĚĞƐŚĂƌĞ͘ŶĞƚͬĚĂŶŝůĂĚŽƵƌĂĚŽͬĐŽŵƵŶŝĐĂĐĂŽͲĞͲŵĂƌŬĞƟŶŐͲĚŝŐŝƚĂŝƐͲϳϳϰϭϲϭϴ͍ĨƌŽŵсƐƐͺĞŵďĞĚх͘ĐĞƐƐŽĞŵ͗ϮϳĂŐŽ͘ϮϬϭϭ͘
K^d͕ZŽŐĠƌŝŽĚĂ͘A cultura digital͘ϯ͘ĞĚ͘^ĆŽWĂƵůŽ͗WƵďůŝĨŽůŚĂ͕ϮϬϬϴ͘
COCA-COLA BRASIL. Quem somos͘K^ŝƐƚĞŵĂŽĐĂͲŽůĂƌĂƐŝů͘ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬ
ǁǁǁ͘ĐŽĐĂĐŽůĂďƌĂƐŝů͘ĐŽŵ͘ďƌͬĐŽŶƚĞƵĚŽƐ͘ĂƐƉ͍ƉƌŝŵĞŝƌŽсϭΘŝƚĞŵсϭΘƐĞĐĂŽсϳΘĐŽŶƚĞƵĚŽсϰ
ϴΘƋƚĚͺĐŽŶƚĞƵĚŽƐсϭх͘ĐĞƐƐŽĞŵ͗ϵŵĂƌ͘ϮϬϭϭĂ͘
______. dŚĞŽĐĂͲŽůĂŽŵƉĂŶǇ͘ A história da Coca-Cola no mundo. Disponível em:
фŚƩƉ͗ͬͬǁǁǁ͘ĐŽĐĂĐŽůĂďƌĂƐŝů͘ĐŽŵ͘ďƌͬĐŽŶƚĞƵĚŽƐ͘ĂƐƉ͍ƉƌŝŵĞŝƌŽсϭΘŝƚĞŵсϮΘƐĞĐĂŽсϯϵΘĐŽ
ŶƚĞƵĚŽсϭϬϯΘƋƚĚͺĐŽŶƚĞƵĚŽƐсϭх͘ĐĞƐƐŽĞŵ͗ϵŵĂƌ͘ϮϬϭϭď͘
COCA-COLA &KK<͘ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬǁǁǁ͘ĨĂĐĞďŽŽŬ͘ĐŽŵͬĐŽĐĂĐŽůĂх͘ĐĞƐƐŽ
Ğŵ͗ϵŵĂƌ͘ϮϬϭϭ͘
&Z'K^K͕^ƵĞůǇ͖ZhZK͕ZĂƋƵĞů͖DZ>͕ĚƌŝĂŶĂ͘DĠƚŽĚŽƐĚĞƉĞƐƋƵŝƐĂƉĂƌĂ
internet͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ϮϬϭϭ͘
'/'>/K͕ƌŶĞƐƚŽDŝĐŚĞůĂŶŐĞůŽ͘O comportamento do consumidor͘ϯ͘ĞĚ͘^ĆŽWĂƵůŽ͗
ĞŶŐĂŐĞ>ĞĂƌŶŝŶŐ͕ϮϬϬϴ͘
<Z^<>/E͕ůŝĂŶĞ͘ Comportamento do consumidor͘Ϯ͘ĞĚ͘ϰ͘ƌĞŝŵƉƌ͘^ĆŽWĂƵůŽ͗
ƚůĂƐ͕ϮϬϬϵ͘
</Z<WdZ/<͕ĂǀŝĚ͘O efeito Facebook͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗/ŶƚƌşŶƐĞĐĂ͕ϮϬϭϭ͘
>DK^͕ŶĚƌĠ͖>sz͕WŝĞƌƌĞ͘O futuro da internet: em direção a uma ciberdemocracia.
^ĆŽWĂƵůŽ͗WĂƵůƵƐ͕ϮϬϭϬ͘
>sz͕WŝĞƌƌĞ͘Cibercultura͘ϯ͘ĞĚ͘^ĆŽWĂƵůŽ͗ϯϰ͕ϮϬϭϬ͘
DKtE͕:ŽŚŶ͖͘D/EKZ͕DŝĐŚĂĞů^͘Comportamento do consumidor. São Paulo:
WĞĂƌƐŽŶWƌĞŶƟĐĞ,Ăůů͕ϮϬϬϯ͘
WZ/DK͕ůĞǆ&ĞƌŶĂŶĚŽdĞŝǆĞŝƌĂ͘ƐĞŵĞƌŐġŶĐŝĂƐĚĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐ.
ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬǁǁǁ͘ƐŝƚĞĚĂĞƐĐŽůĂ͘ĐŽŵͬĚŽǁŶůŽĂĚƐͬƉŽƌƚĂůͺĂůƵŶŽͬDĂŝŽͬйϮϬ
ĞŵĞƌŐйŶĐŝĂйϮϬĚĂƐйϮϬĐŽŵƵŶŝĚĂĚĞƐйϮϬǀŝƌƚƵĂŝƐ͘ƉĚĨх͘ĐĞƐƐŽĞŵ͗ϳũĂŶ͘ϮϬϭϭĂ͘
______. KƐƉĞĐƚŽZĞůĂĐŝŽŶĂůĚĂƐ/ŶƚĞƌĂĕƁĞƐŶĂtϮ͘Ϭ. Disponível em:
фŚƩƉ͗ͬͬǁǁǁ͘ĐŽŵƉŽƐ͘ŽƌŐ͘ďƌͬĮůĞƐͬϬϯĞĐŽŵƉŽƐϬϵͺůĞǆWƌŝŵŽ͘ƉĚĨх͘ĐĞƐƐŽĞŵ͗ϳũĂŶ͘
ϮϬϭϭď͘
Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 57
ZhZK͕ZĂƋƵĞů͘Redes sociais na internet͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ϮϬϭϬ͘
^DZ͕ĞĂƚƌŝǌ^ĂŶƚŽƐ͖DKZ^,͕DĂƌĐŽƵƌĠůŝŽ͘Comportamento do consumidor:
ĐŽŶĐĞŝƚŽƐĞĐĂƐŽƐ͘^ĆŽWĂƵůŽ͗WƌĞŶƟĐĞ,Ăůů͕ϮϬϬϱ͘
^/Yh/Z͕ƚŚĞǀĂůĚŽ͘Para compreender o mundo digital͘^ĆŽWĂƵůŽ͗'ůŽďŽ͕ϮϬϬϴ͘
^K>KDKE͕DŝĐŚĂĞůZ͘O comportamento do consumidor͗ĐŽŵƉƌĂŶĚŽ͕ƉŽƐƐƵŝŶĚŽĞ
ƐĞŶĚŽ͘ϳ͘ĞĚ͘WŽƌƚŽůĞŐƌĞ͗ŽŽŬŵĂŶ͕ϮϬϬϴ͘
d>>^͕ŶĚƌĠ͘ƌĞǀŽůƵĕĆŽĚĂƐŵşĚŝĂƐƐŽĐŝĂŝƐ͗ĐĂƐĞƐ͕ĐŽŶĐĞŝƚŽƐ͕ĚŝĐĂƐĞĨĞƌƌĂŵĞŶƚĂƐ͘
^ĆŽWĂƵůŽ͗D͘ŽŽŬƐ͕ϮϬϭϬ͘
dZZ͕ĂƌŽůŝŶĂ&ƌĂǌŽŶ͘ƐƌĞůĂĕƁĞƐƉƷďůŝĐĂƐĞĂƐŶŽǀĂƐƚĞĐŶŽůŽŐŝĂƐĚĞŝŶĨŽƌŵĂĕĆŽĞ
de comunicação͘ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬǁǁǁ͘ĨĂŐ͘ĞĚƵ͘ďƌͬƉƌŽĨĞƐƐŽƌĞƐͬĂŶĚĞƌƐŽŶͬ
ƐƐĞƐƐŽƌŝĂйϮϬϮϬϬϵͬĂƌƟŐŽйϮϬͲйϮϬƌĞůĂйϳй&ϱĞƐйϮϬƉƵďůŝĐĂƐйϮϬĞйϮϬĂƐйϮϬŶŽǀĂƐй
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58 | Faculdades Integradas de Taquara - Faccat