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|Title:||Companies-publics relationships on Facebook: Portuguese and Brazilian context|
|Authors:||Loureiro, S. M. C.|
Gomes, D. G.
|Keywords:||Corporate communication management|
Digital strategies of communication
Social network sites
|Publisher:||Routledge/Taylor and Francis|
|Abstract:||This study analyzes how companies use Facebook to facilitate discussions with the public in two countries, Portugal and Brazil, through an exploratory content analysis of corporate Facebook pages. Overall, companies in both countries tend to recognize the relevance of Facebook in relationship development and therefore they use online strategies. Nevertheless, Portuguese companies are ahead of the Brazilian in providing calendars of events and partnerships with blogs/giveaways. They also tend to include more links to media reports. Compared to the Portuguese, the Brazilian public enjoys posting publications that express their feelings and/or emotions more. The article also discusses the implications of corporate relationship management practice.|
|Appears in Collections:||BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica|
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|Relationship Between Companies and the Public on Facebook The Portuguese and the Brazilian Context.pdf||Versão Editora||604.58 kB||Adobe PDF||View/Open Request a copy|
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