%0 Journal Article
%T ¡°I hate coke¡±: an nethnographic analysis about speech anti-brand of the virtual community on orkut ¡°Eu odeio Coca-Cola¡±: uma an¨¢lise netnogr¨¢fica sobre o discurso antimarca da comunidade virtual do orkut
%A M¨¢rcio Moutinho Abdalla
%A Igor Garcia Bravo
%J Revista Eletr£¿nica de Estrat¨¦gia e Neg¨®cios
%D 2011
%I UNISUL
%X It is evident broad organizational concerns regarding the management and maintenance of their brands. Retaliatory and repudiation action against product and services brands are shown as imposing barriers to be implemented by organizations. Thus, this study aims to deepen understanding of the subject by analyzing the speech of members of the virtual community antibrand "eu odeio coca-cola (I hate Coke)" in Orkut social network, besides seeking the motivations that led these members to express their opinions. As research procedures, drew on an exploratory analysis by conducting a search netnography, which led the researchers to immerse themselves in the community for a period of one year, featuring a longitudinal study. For the analysis of information, was employed discourse analysis, which enabled the categorization of the motivations for community members to express their opinions. As a result, we found six categories of behavior, which were (1) negative experience of consumption, (2) brand association with health/aesthetics problems, (3) presumed use of illicit material in the product, (4) concern with the effects of globalization, and (5) religious foundation, and another topic for (6) the defense of the target mark. Stands out, however the prevalence of category ¡°1¡± and ¡°4¡±. It was considered that the anti-consumer present in the virtual community associate the target brand as a symbol of imperialism and hegemony of globalization, triggering factor for much of the criticism. Evidencia-se ampla preocupa  o organizacional no tocante ¨¤ gest o e a manuten  o de suas marcas. A  es de retalia  o e de rep¨²dio contra marcas de produtos e servi os mostram-se como imponentes barreiras a serem transpostas pelas organiza  es. Dessa maneira, o presente estudo objetiva o aprofundamento da compreens o do assunto por meio da an¨¢lise do discurso de membros da comunidade virtual antimarca ¡°eu odeio coca-cola¡± da rede social Orkut, al¨¦m de buscar as motiva  es que levaram esses membros a expressarem suas opini es. Como procedimentos de pesquisa, valeu-se de uma an¨¢lise explorat¨®ria por meio da condu  o de uma pesquisa netnogr¨¢fica, que levou os pesquisadores ¨¤ imers o na comunidade por um per¨ªodo de um ano, caracterizando o estudo como longitudinal. Para a an¨¢lise das informa  es, empregou-se an¨¢lise de discurso, que possibilitou a categoriza  o das motiva  es que levaram os membros da comunidade a expressarem suas opini es. Como resultados, encontraram-se seis categorias de comportamento, sendo elas (1) experi¨ºncia negativa de consumo; (2) associa  o da marca a proble
%K discurso antimarca
%K comunidades virtuais
%K an¨¢lise netnogr¨¢fica
%U https://www.portaldeperiodicos.unisul.br/ojs/index.php/EeN/article/view/714