Atividades Marcárias como Recursos de Elaboração da Face em Comunidades Virtuais de Marca: Análise de uma Comunidade Virtual de Consumidores Da Coca-Cola

André Luiz Maranhão de Souza Leão

doi:10.5585/remark.v9i2.2168

Authors

André Luiz Maranhão de Souza Leão UFPE

DOI:

https://doi.org/10.5585/remark.v9i2.2168

Keywords:

Brands, Virtual Communities, Brand Activities, Netnography, Face.

Abstract

Interpersonal relationships have suffered significant changes since the introduction of the internet in social life. In this context, we highlight the virtual communities and, more specifically, virtual brand communities. Assuming that the “self” is a social construct promoted in social interactions, this study aims to analyze the verbal behavior of participants of virtual brand communities as a means of developing their face (Goffman, 2006). To this effect, we consider the notion of what and how we say things as being a stage of social behavior (Austin, 1990) and we have adopted the concept of “brand activities” developed by Leão and Mello (2009). For such, we selected a Coca-Cola consumers’ community as an investigative field, where we conducted a “netnography of communication”, supported by a functional discourse analysis (DA). Finally, theoretical and practical aspects are considered.

DOI: 10.5585/remark.v9i2.2168

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Author Biography

André Luiz Maranhão de Souza Leão, UFPE

Doutor em Administração pela Universidade Federal de Pernambuco. Professor adjunto do Departamento de Ciências Administrativas da Universidade Federal de Pernambuco (DCA/UFPE). Membro permanente do Programa de Pós-graduação em Administração da Universidade Federal de Pernambuco (PROPAD/UFPE). Bolsista de Produtividade em Pesquisa 2 (CNPq). Pesquisador do Grupo de Estudos e Pesquisas em Inovação, Tecnologia e Consumo (GITEC).