O impacto das redes sociais na reputação das marcas de luxo
Palavras-chave:
Redes Sociais, Reputação, Marcas de Luxo, Storytelling, Desinformação, CancelamentoResumo
Atualmente, as redes sociais estão intrínsecas na sociedade. Por essa razão detêm um papel importante nas relações humanas como também, nas relações a nível empresarial. O facto de milhões de pessoas estarem presentes no digital permite às marcas interagirem mais facilmente com os utilizadores. Contudo, é necessário que estas o saibam fazer corretamente, caso contrário, os danos para a marca poderão ser irreparáveis. Este artigo analisa o impacto, positivo e negativo, que as redes sociais têm na reputação das marcas, mais especificamente, nas marcas de luxo, abordando aspetos como o storytelling, a associação a causas sociais, a desinformação e o cancelamento.
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