Local Crisis of Global Brand And Monitoring of Use of Social Media

Abstract

In a context of globalization of products and brands, changes in control of information generation and increased visibility of brand crises, becomes more relevant for marketing managers to assess the possibility of the negative effects of a local crisis of a global brand spillover to different markets. This article has as its aim to investigate the visibility of a local crisis of a global brand in other markets. The method used was contend analyses applied to a database of Twitter posts. The result of the study suggests the confirmation of the existence global repercussion in other markets of a local crisis of a global brand.