Análise do comportamento

do consumidor em redes sociais:

página da Coca-Cola no Facebook
Juliano Cristofolliϭ | Augusto Rodrigues ParadaϮ

Resumo

O presente trabalho consiste em analisar o comportamento dos consumidores in-

ƐĞƌŝĚŽƐŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ǀĞƌŝĮĐĂŶĚŽĐŽŵŽĞůĞƐŝŶƚĞƌĂŐĞŵĞĐŽŵƉĂƌƟůŚĂŵŝŶĨŽƌŵĂĕƁĞƐ
ŶĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐ͘WĂƌĂŽĞŵďĂƐĂŵĞŶƚŽĚĂƉĞƐƋƵŝƐĂ͕ĨŽŝŽďƐĞƌǀĂĚĂĂƉĄŐŝŶĂĚĂ
Coca-Cola no site de redes sociais Facebook͘WƌĞƚĞŶĚĞͲƐĞ͕ĐŽŵĂƌĞǀŝƐĆŽďŝďůŝŽŐƌĄĮĐĂĞ
ĐŽŵĂŽďƐĞƌǀĂĕĆŽƉĂƌƟĐŝƉĂŶƚĞ͕ŝĚĞŶƟĮĐĂƌĂƐƌĞůĂĕƁĞƐĚĞĐŽŶƐƵŵŽĞĂƐĨƵŶĐŝŽŶĂůŝĚĂĚĞƐ
ĚĞŝŶƚĞƌĂĕƁĞƐĚŝƐƉŽŶşǀĞŝƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ƉĂƌƟƌĚŽůĞǀĂŶƚĂŵĞŶƚŽĚĞĚĂĚŽƐ͕ƚŽƌ-
ŶĂͲƐĞƉŽƐƐşǀĞůƌĞůĂĐŝŽŶĂƌŽƐĐŽŶĐĞŝƚŽƐĚŽƐĂƵƚŽƌĞƐĐŽŵŽĐŽƟĚŝĂŶŽĚĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͘EŽ
ƚĠƌŵŝŶŽĚĂƉĞƐƋƵŝƐĂ͕ĐŽŶƐƚĂƚŽƵͲƐĞƋƵĞ͕ŵĞƐŵŽĞŵƉƌĞƐĂƐŵƵůƟŶĂĐŝŽŶĂŝƐĐŽŵŽĂŽĐĂ-
ͲŽůĂ͕ĚĞŝdžĂŵĨĂůŚĂƐŶĂĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐŶĂƌĞĚĞƐŽĐŝĂůƌĞĨĞƌŝĚĂ͘

WĂůĂǀƌĂƐͲĐŚĂǀĞ͗ Comportamento do consumidor. Comunidades virtuais. Facebook.

Redes sociais.

ďƐƚƌĂĐƚ

dŚŝƐƉĂƉĞƌĂŝŵƐƚŽĂŶĂůLJnjĞƚŚĞďĞŚĂǀŝŽƌŽĨƐŽĐŝĂůŶĞƚǁŽƌŬƵƐĞƌƐĂƐĐƵƐƚŽŵĞƌƐ͕
ŽďƐĞƌǀŝŶŐƚŚĞǁĂLJƚŚĞLJŝŶƚĞƌĂĐƚĂŶĚƐŚĂƌĞŝŶĨŽƌŵĂƟŽŶŝŶǀŝƌƚƵĂůĐŽŵŵƵŶŝƟĞƐ͘dŚĞ&Ă-
ĐĞŬƉĂŐĞĨƌŽŵŽĐĂͲŽůĂǁĂƐƵƐĞĚĂƐĂďĂƐĞĨŽƌƚŚŝƐĂŶĂůLJƐŝƐ͘ŝďůŝŽŐƌĂƉŚŝĐĂůƌĞǀŝĞǁ
ĂŶĚĂƉĂƌƟĐŝƉĂƟŶŐŽďƐĞƌǀĂƟŽŶǁĞƌĞƚĂŬĞŶŝŶƚŽĐŽŶƐŝĚĞƌĂƟŽŶĂƐĐƵƐƚŽŵĞƌƌĞůĂƟŽŶƐŚŝƉƐ
ĂŶĚƚŚĞĨƵŶĐƟŽŶĂůŝƚLJŽĨŝŶƚĞƌĂĐƟŽŶƐĂǀĂŝůĂďůĞĨŽƌƚŚĞĐƵƐƚŽŵĞƌƐǁĞƌĞŝĚĞŶƟĮĞĚ͘KďƚĂŝ-
ŶŝŶŐĚĂƚĂĂůůŽǁĞĚƵƐƚŽƌĞůĂƚĞĂƵƚŚŽƌƐ͛ĐŽŶĐĞƉƚƐƚŽƐŽĐŝĂůŶĞƚǁŽƌŬƌĞĂůŝƚLJ͘/ƚǁĂƐǀĞƌŝĮĞĚ
ƚŚĂƚĞǀĞŶĂŵƵůƟŶĂƟŽŶĂů ĐŽŵƉĂŶLJĂƐŽĐĂͲŽůĂ ŚĂƐŇĂǁƐ ŝŶ ŝƚƐ ĐŽŵŵƵŶŝĐĂƟŽŶ ǁŝƚŚ
ĐƵƐƚŽŵĞƌƐŝŶƚŚĞĂďŽǀĞŵĞŶƟŽŶĞĚƐŽĐŝĂůŶĞƚǁŽƌŬ͘

<ĞLJǁŽƌĚƐ͗ƵƐƚŽŵĞƌĞŚĂǀŝŽƵƌ͘sŝƌƚƵĂůŽŵŵƵŶŝƟĞƐ͘&ĂĐĞŬ͘^ŽĐŝĂůEĞƚǁŽƌŬƐ͘

ϭ
'ƌĂĚƵĂĚŽĞŵŽŵƵŶŝĐĂĕĆŽ^ŽĐŝĂůͲWƵďůŝĐŝĚĂĚĞĞWƌŽƉĂŐĂŶĚĂͲƉĞůĂƐ&ĂĐƵůĚĂĚĞƐ/ŶƚĞŐƌĂĚĂƐĚĞdĂƋƵĂƌĂͲ&ĂĐĐĂƚͲdĂƋƵĂƌĂ͕Z^͘
ũĐƌŝƐƚŽĨŽůůŝΛŐŵĂŝů͘ĐŽŵ
Ϯ
&ĂĐƵůĚĂĚĞƐ/ŶƚĞŐƌĂĚĂƐĚĞdĂƋƵĂƌĂͲ&ĂĐĐĂƚͲdĂƋƵĂƌĂ͕Z^͘KƌŝĞŶƚĂĚŽƌ͘
ĂƉĂƌĂĚĂΛĨĂĐĐĂƚ͘ďƌͲŚƩƉ͗ͬͬůĂƩĞƐ͘ĐŶƉƋ͘ďƌͬϯϮϴϴϳϯϵϵϲϵϴϬϬϰϬϮ

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 43

ϭ/ŶƚƌŽĚƵĕĆŽ

Para buscar um entendimento do vínculo das pessoas com as empresas na in-

ternet e constatar se as teorias levantadas pelos autores realmente são aplicadas neste
ĐĂŶĂůĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ĮĐĂŶĚŽĂƚĞŶƚŽĂƚŽĚĂƐĞƐƐĂƐĨĂĐŝůŝĚĂĚĞƐƋƵĞĂŝŶƚĞƌŶĞƚĞƐƚĄƉƌŽ-
ƉŽƌĐŝŽŶĂŶĚŽăƐƉĞƐƐŽĂƐĞăƐĞŵƉƌĞƐĂƐ͕ĂƉƌĞƐĞŶƚĂͲƐĞŽƚĞŵĂĚĞƐƚĞĞƐƚƵĚŽ͘ƉƌŽƉŽƐƚĂĠ
analisar o comportamento dos consumidores nas redes sociais perante as empresas que
ĞƐƚĆŽŝŶƐĞƌŝĚĂƐŶĞƐƐĞŵĞŝŽ͕ŵĂŝƐĞƐƉĞĐŝĮĐĂŵĞŶƚĞĂƉĄŐŝŶĂĞŵƉƌĞƐĂƌŝĂůĚĂŽĐĂͲŽůĂŶŽ
Facebook ΈKͳK>&KK<͕ϮϬϬϭΉ͕ empresa mundialmente conhecida do ramo
ĚĞďĞďŝĚĂƐ͕ĞƐƚĂďĞůĞĐŝĚĂŶŽƌĂƐŝůĚĞƐĚĞϭϵϰϮĞĐŽŶƐŽůŝĚĂĚĂŶŽŵĞƌĐĂĚŽĞŵƋƵĞĂƚƵĂ
;KK>Z^/>͕ϮϬϬϭĂͿ.
WĂƌĂ ĚĂƌ ƐƵƉŽƌƚĞ Ğ ŵĂŝƐ ƐĞŐƵƌĂŶĕĂ ăƐ ĞŵƉƌĞƐĂƐ ƋƵĞ ŚŽũĞ ƉĞŶƐĂŵ Ğŵ ĐŽŵŽ Ž
ĐŽŶƐƵŵŝĚŽƌ ǀĂŝ ŝŶƚĞƌĂŐŝƌ ĐŽŵ Ă ƐƵĂ ŵĂƌĐĂ ŶĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ͕ ĞƐƚĞ ƚƌĂďĂůŚŽ ƚĞŵ ĐŽŵŽ
ĮŶĂůŝĚĂĚĞŝĚĞŶƟĮĐĂƌŽƉĞƌĮůĚŽƐŝŶƚĞƌŶĂƵƚĂƐĞƋƵĞƟƉŽĚĞŝŶĨŽƌŵĂĕƁĞƐƐĆŽƉŽƐƚĂĚĂƐ
ƌĞŐƵůĂƌŵĞŶƚĞŶĂƐƉĄŐŝŶĂƐĞŵƉƌĞƐĂƌŝĂŝƐ͘ŽŵŝƐƐŽ͕ƉŽĚĞͲƐĞŝŶĚĂŐĂƌ͗ĐŽŵŽƐĞƉĞƌĐĞďĞŽ
ĐŽŵƉŽƌƚĂŵĞŶƚŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐŶĂƐĨƵŶĐŝŽŶĂůŝĚĂĚĞƐŝŶƚĞƌĂƟǀĂƐĚĂƉĄŐŝŶĂĚĂŽĐĂ-
-Cola no Facebook?
sġͲƐĞƋƵĞĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐĞƐƚĆŽŝŶƐĞƌŝĚĂƐŶŽĐŽƟĚŝĂŶŽĚĂƐƉĞƐƐŽĂƐĞĂ
ƐƵĂƉĂƌƟĐŝƉĂĕĆŽŶĞůĂƐĞƐƚĄĐƌĞƐĐĞŶĚŽ͘/ƐƐŽĠĂƉƌŽǀĞŝƚĂĚŽƉĞůĂƐĞŵƉƌĞƐĂƐƋƵĞƚġŵǀŝƐĆŽ
de mercado e enxergam as possibilidades que podem ter em contato com esses con-
ƐƵŵŝĚŽƌĞƐƋƵĞƉĂƌƟĐŝƉĂŵĞŝŶƚĞƌĂŐĞŵŶŽĐŝďĞƌĞƐƉĂĕŽ͘/ƐƐŽŝĚĞŶƟĮĐĂĚŽ͕ĨŽŝƚƌĂĕĂĚŽŽ
ŽďũĞƟǀŽŐĞƌĂůĚĞƐƚĞƚƌĂďĂůŚŽ͕ƋƵĞǀŝƐĂĂŶĂůŝƐĂƌĚĞƋƵĞĨŽƌŵĂŽĐŽŶƐƵŵŝĚŽƌƐĞĐŽŵƉŽƌƚĂ
ŝŶƚĞƌĂƟǀĂŵĞŶƚĞŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ͕ĐŽŵƵŶŝĚĂĚĞǀŝƌƚƵĂůŝŶƐĞƌŝĚĂŶŽsite de redes
sociais Facebook.
WĂƌĂƚĂŶƚŽ͕ĠƉƌĞĐŝƐŽŶŽƌƚĞĂƌŽƚƌĂďĂůŚŽĂƉĂƌƟƌĚŽƐŽďũĞƟǀŽƐĞƐƉĞĐşĮĐŽƐ͕ƋƵĞ
ƐĞĂůŝĂŵĂŽŽďũĞƟǀŽŐĞƌĂů͘ŶĞĐĞƐƐĄƌŝŽŝĚĞŶƟĮĐĂƌŽƐƉĞƌĮƐƋƵĞŝŶĚŝƋƵĞŵĂƌĞůĂĕĆŽĚĞ
ĐŽŶƐƵŵŽĞŶƚƌĞŽŝŶƚĞƌŶĂƵƚĂĞĂĞŵƉƌĞƐĂ͕ŽƐƟƉŽƐĚĞĨƵŶĐŝŽŶĂůŝĚĂĚĞƐĚĞŝŶƚĞƌĂĕĆŽƋƵĞ
ŽĐŽŶƐƵŵŝĚŽƌƚġŵĚŝƐƉŽŶşǀĞŝƐĞƚĂŵďĠŵƉĞƌĐĞďĞƌĂĞdžŝƐƚġŶĐŝĂŽƵŶĆŽĚĞƌĞƚŽƌŶŽĚĞƐƐĂ
ŝŶƚĞƌĂĕĆŽ͕ŵŽƐƚƌĂŶĚŽƐĞŚĄƵŵƌĞůĂĐŝŽŶĂŵĞŶƚŽĐŽŶƐƚĂŶƚĞĚĂŵĂƌĐĂĐŽŵŽĐŽŶƐƵŵŝĚŽƌ͘
WĂƌĂĂƟŶŐŝͲůŽƐ͕ƐĞƌĄĨĞŝƚĂƵŵĂĂŶĄůŝƐĞƉŽƌŵĞŝŽĚĂƋƵĂůƐĞƉƌĞƚĞŶĚĞĐŽŶŚĞĐĞƌŽĐŽŵƉŽƌ-
ƚĂŵĞŶƚŽŝŶƚĞƌĂƟǀŽĚŽĐŽŶƐƵŵŝĚŽƌƉĂƌĂĐŽŵĂŽĐĂͲŽůĂ͕ĞŵƐƵĂƉĄŐŝŶĂĞŵƉƌĞƐĂƌŝĂůŶŽ
Facebook͘dƵĚŽŝƐƐŽƐĞƌĄĨĞŝƚŽĚĞůŝŶĞĂŶĚŽĞƐƐĂƐƉĞƌĐĞƉĕƁĞƐĐŽŵĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĞĐŽŶ-
ĐĞŝƚŽƐďŝďůŝŽŐƌĄĮĐŽƐĚĞĐŽŵƉŽƌƚĂŵĞŶƚŽĚŽĐŽŶƐƵŵŝĚŽƌĞƌĞůĂĐŝŽŶĂŵĞŶƚŽŶĂƌĞĚĞƐŽĐŝĂů͘

ϮƵůƚƵƌĂĚŝŐŝƚĂů͕ŝŶƚĞƌŶĞƚĞƌĞĚĞƐƐŽĐŝĂŝƐ

dŽĚŽƐ ŽƐƵƐƵĄƌŝŽƐ ƋƵĞŝŶƚĞƌĂŐĞŵĂƚƌĂǀĠƐĚŽƐ ŵĞŝŽƐĚŝŐŝƚĂŝƐ ĐŽŶƚƌŝďƵĞŵĐŽŵĂ

ĞǀŽůƵĕĆŽĚĂĐƵůƚƵƌĂĚŝŐŝƚĂů͕ƋƵĞ͕ƐĞŐƵŶĚŽŽƐƚĂ;ϮϬϬϴ͕Ɖ͘ϯϰͿ͕͞΀͘͘͘΁ĠĂĐƵůƚƵƌĂĚŽƐĮůƚƌŽƐ͕
ĚĂƐĞůĞĕĆŽĚĂƐƐƵŐĞƐƚƁĞƐĞĚŽƐĐŽŵĞŶƚĄƌŝŽƐ͘͟ŽŵĞƐƐĂĂĮƌŵĂĕĆŽ͕ĮĐĂŶşƟĚŽƋƵĞƐĆŽĂƐ
ƉĞƐƐŽĂƐƋƵĞŽƉƚĂŵ͕ĚĞŶƚƌĞƚƵĚŽƋƵĞĠƉƵďůŝĐĂĚŽ͕ƉĞůŽƋƵĞƋƵĞƌĞŵĞƐƚĂƌĞŵĐŽŶƚĂƚŽĞ
ĂƚĠĨĂnjĞƌƵŵŝŶƚĞƌĐąŵďŝŽĚĞŝŶĨŽƌŵĂĕƁĞƐ͘ĂƐƚĞůůƐ;ϮϬϬϯͿĚĞƐƚĂĐĂĞƐƐĂƌĞůĂĕĆŽĂƉĂƌƟƌ
ĚŽƐŵŽǀŝŵĞŶƚŽƐƐŽĐŝĂŝƐ͕ƋƵĞŚŽũĞƐĞŵĂŶŝĨĞƐƚĂŵŶĂĞƉĞůĂŝŶƚĞƌŶĞƚĞƉŽƌĞƐƐĞŵĞŝŽĐŽŶ-
ƚƌŝďƵĞŵƉĂƌĂĂĞǀŽůƵĕĆŽĚĂĐƵůƚƵƌĂĚŝŐŝƚĂů͘WĂƌĂŽƐƚĂ;ϮϬϬϴ͕Ɖ͘ϴͿ͕͞ĂĐƵůƚƵƌĂĚĂĂƚƵĂůŝĚĂ-

44 | Faculdades Integradas de Taquara - Faccat

ĚĞĞƐƚĄŝŶƟŵĂŵĞŶƚĞůŝŐĂĚĂăŝĚĞŝĂĚĞŝŶƚĞƌĂƟǀŝĚĂĚĞ͕ĚĞŝŶƚĞƌĐŽŶĞdžĆŽ͕ĚĞŝŶƚĞƌͲƌĞůĂĕĆŽ
ĞŶƚƌĞŚŽŵĞŶƐ͕ŝŶĨŽƌŵĂĕƁĞƐĞŝŵĂŐĞŶƐĚŽƐŵĂŝƐǀĂƌŝĂĚŽƐŐġŶĞƌŽƐ͘͟ƐƐĂŝŶƚĞƌĂƟǀŝĚĂĚĞ
ƚŽƌŶĂͲƐĞĐŽŵƵŵĞĐŽŵĞĕĂĂƚĞƌĂƵŵĞŶƚŽƐƐŝŐŶŝĮĐĂƟǀŽƐĞŶƚƌĞŽƐƵƐƵĄƌŝŽƐ͕ƉƌŝŶĐŝƉĂůŵĞŶ-
ƚĞƉĞůŽĂĚŵŝƌĄǀĞůĚĞƐĞŶǀŽůǀŝŵĞŶƚŽĚĂƐƚĞĐŶŽůŽŐŝĂƐĚŝŐŝƚĂŝƐŶŽƐƷůƟŵŽƐƚĞŵƉŽƐ͘
ƚƵĂůŵĞŶƚĞ͕ĞƐƐĂƐƚĞĐŶŽůŽŐŝĂƐĞƐƚĆŽƚŽŵĂŶĚŽĞƐƉĂĕŽŶĂǀŝĚĂĚĂƐƉĞƐƐŽĂƐĞŽĐƵ-
ƉĂŶĚŽŽƐĞƵƚĞŵƉŽĐĂĚĂǀĞnjŵĂŝƐ͕ƐĞũĂŶŽƚƌĂďĂůŚŽ͕ƐĞũĂĞŵŵŽŵĞŶƚŽƐĚĞůĂnjĞƌ͘WŽĚĞͲƐĞ
ǀĞƌĞƐƐĂĞǀŽůƵĕĆŽŶŽĐĞůƵůĂƌ͕ƋƵĞƉĂƐƐŽƵĚĞƵŵƐŝŵƉůĞƐĂƉĂƌĞůŚŽƉĂƌĂĞĨĞƚƵĂƌĞƌĞĐĞďĞƌ
ůŝŐĂĕƁĞƐƉĂƌĂƐĞƌƵƟůŝnjĂĚŽƉĂƌĂƚƌŽĐĂƐĚĞŵĞŶƐĂŐĞŶƐĚĞƚĞdžƚŽ͕ũŽŐŽƐ͕ŝŶƚĞƌŶĞƚ͕ĂĐĞƐƐŽăƐ
ƌĞĚĞƐƐŽĐŝĂŝƐĞƵŵĂŝŶĮŶŝĚĂĚĞĚĞĂƉůŝĐĂƟǀŽƐ͘ĞĂĐŽƌĚŽĐŽŵ^ŝƋƵĞŝƌĂ;ϮϬϬϴͿ͕ĞƐƐĂĞǀŽůƵ-
ĕĆŽƚĞĐŶŽůſŐŝĐĂĂĐĞůĞƌĂĚĂĞƚĂŵďĠŵĂŵƵĚĂŶĕĂĚĞƉĂƌĂĚŝŐŵĂƐƌĞŇĞƚĞŵĚŝƌĞƚĂŵĞŶƚĞŶĂ
ĨŽƌŵĂĐŽŵŽŽƐƉƌŽĮƐƐŝŽŶĂŝƐĞĞŵƉƌĞƐĂƐǀĆŽƚƌĂďĂůŚĂƌĚĂƋƵŝƉĂƌĂĨƌĞŶƚĞĂĮŵĚĞƐĞŵƉƌĞ
se manterem atualizados e disponíveis para as pessoas interagirem. Toda essa evolução
ƚĞĐŶŽůſŐŝĐĂĐŽŶƚƌŝďƵŝƵƉĂƌĂĂůŝŐĂĕĆŽŵƵŶĚŝĂůĞŶƚƌĞŽƐĐŽŵƉƵƚĂĚŽƌĞƐĞƐƵĂƐŵĞŵſƌŝĂƐ͕
ĂďƌŝŶĚŽ͕ĂƐƐŝŵ͕ƵŵĞƐƉĂĕŽĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ĚĞĮŶŝĚŽƉŽƌ>ĠǀLJ;ϮϬϭϬͿĐŽŵŽĐŝďĞƌĞƐƉĂĕŽ͘
WĞƌĂŶƚĞ ĞƐƐĂƐ ĚĞĮŶŝĕƁĞƐ͕ >ĞŵŽƐ Ğ >ĠǀLJ ;ϮϬϭϬͿ ůĞǀĂŶƚĂŵ ĂĕƁĞƐ ĞƐƐĞŶĐŝĂŝƐ ĞdžĞ-
ĐƵƚĂĚĂƐŶŽĐŝďĞƌĞƐƉĂĕŽ͕ƋƵĞƐĆŽĂƐĚĞĐŽŶƐƵŵŝƌ͕ƉƌŽĚƵnjŝƌĞĐŽŵƉĂƌƟůŚĂƌŝŶĨŽƌŵĂĕƁĞƐ͘
KƋƵĞƉĞƌŵŝƟƵŝƐƐŽĨŽŝĂŵƵĚĂŶĕĂŶĂĐŽŶĐĞŶƚƌĂĕĆŽĚĂƐŝŶĨŽƌŵĂĕƁĞƐ͕ƋƵĞ͕ĐŽŵŽƐƵƌ-
ŐŝŵĞŶƚŽĚĞŶŽǀŽƐĐĂŶĂŝƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ƉĂƐƐĂƌĂŵĂƐĞƌƉƌŽĚƵnjŝĚŽĞĐŽŵƉĂƌƟůŚĂĚŽ
ŶĆŽƐŽŵĞŶƚĞƉĞůĂƐĞŵƉƌĞƐĂƐĚĞĐŽŵƵŶŝĐĂĕĆŽŶĂƐŵşĚŝĂƐŵĂƐƐŝǀĂƐ͕ ŵĂƐƚĂŵďĠŵƉŽƌ
ƋƵĂůƋƵĞƌƉĞƐƐŽĂ͕ĨĂnjĞŶĚŽĞƐƐĞĐŽŵƉĂƌƟůŚĂŵĞŶƚŽƐĞŵƉƌĞĐŝƐĂƌŵŽǀŝŵĞŶƚĂƌƵŵĂŐƌĂŶĚĞ
ƋƵĂŶƟĚĂĚĞĚĞƌĞĐƵƌƐŽƐĮŶĂŶĐĞŝƌŽƐĞĂŝŶĚĂĚŝƐƚƌŝďƵŝŶĚŽƐŽďǀĄƌŝŽƐĨŽƌŵĂƚŽƐ͕ĞŵƚĞŵƉŽ
ƌĞĂůĞƉĂƌĂƵŵĂŐƌĂŶĚĞƋƵĂŶƟĚĂĚĞĚĞƉĞƐƐŽĂƐ͘
KƵƚƌŽĐŽŶĐĞŝƚŽŝŵƉŽƌƚĂŶƚĞĠŽĚĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐ͘WĂƌĂĞŶƚĞŶĚĞƌŵĞůŚŽƌ͕
ĚĞĮŶĞŵͲƐĞ ĐŽŵƵŶŝĚĂĚĞƐ͕ ƚĞƌŵŽ ƋƵĞ Ġ ƵƟůŝnjĂĚŽ ĐŽƐƚƵŵĞŝƌĂŵĞŶƚĞ͕ ĐŽŶĨŽƌŵĞ WƌŝŵŽ
;ϮϬϭϭĂͿ͕ĐŽŵŽƵŵŐƌƵƉŽĚĞƉĞƐƐŽĂƐĚĞƵŵĂĚĞƚĞƌŵŝŶĂĚĂĄƌĞĂŐĞŽŐƌĄĮĐĂ͘ŶƚƌĞĂƐƉĞƐ-
ƐŽĂƐƋƵĞƉĞƌƚĞŶĐĞŵĂŽĐŽŶũƵŶƚŽ͕ĚĞǀĞĞdžŝƐƟƌĐĞƌƚŽƟƉŽĚĞƌĞůĂĐŝŽŶĂŵĞŶƚŽŽƵƐĞŶƐŽ
ĐŽŵƵŵ͕ĂůĠŵĚĞĚŝƐƉŽƌĚĞƵŵƐĞŶƟŵĞŶƚŽĚĞƉĞƌƚĞŶĐŝŵĞŶƚŽƉĞƌĂŶƚĞŽŐƌƵƉŽ͘
Essas comunidades são encontradas nos sites de redes sociais (basta fazer uma
ƉĞƐƋƵŝƐĂͿĞĞƐƚĆŽĚŝƐƉŽŶşǀĞŝƐƉĂƌĂƚŽĚŽƐŽƐƉĞƌĮƐĚĞƉĞƐƐŽĂƐ͘>ĞŵŽƐĞ>ĠǀLJ;ϮϬϭϬͿ͕ƉŽƌ
ƐƵĂǀĞnj͕ǀĞĞŵĐŽŵŽƐĞŶĚŽĚĞĚŝǀĞƌƐŽƐƟƉŽƐĞƐŽďƌĞƵŵĂŝŶĮŶŝĚĂĚĞĚĞĂƐƐƵŶƚŽƐĚŝĨĞƌĞŶ-
ƚĞƐ͘ŽŶĨŽƌŵĞ^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĞdžŝƐƚĞŵƚĂŵďĠŵĐŽŵƵŶŝĚĂĚĞƐĚĞŵĂƌĐĂƐ͕ŶĂƐƋƵĂŝƐŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐĐŽŵƉĂƌƟůŚĂŵŝŶĨŽƌŵĂĕƁĞƐƐŽďƌĞŽƐƉƌŽĚƵƚŽƐĞƐĞƌǀŝĕŽƐŽĨĞƌĞĐŝĚŽƐƉĞůĂ
ĞŵƉƌĞƐĂ͕ ŵĂŶƚĞŶĚŽ͕ ĂƐƐŝŵ͕ ƵŵĂ ƌĞůĂĕĆŽ ƐŽĐŝĂů ĐŽŵ Ă ŵĞƐŵĂ͘ ŽŵŽ ĂƌƟĐƵůĂŵ ƐŽďƌĞ
ǀĄƌŝŽƐ ĂƐƐƵŶƚŽƐ͕ ĂƐ ĐŽŵƵŶŝĚĂĚĞƐ ǀŝƌƚƵĂŝƐ ƚŽƌŶĂŵͲƐĞ ǀĞƌĚĂĚĞŝƌĂƐ ĨŽŶƚĞƐ ĚĞ ƉĞƐƋƵŝƐĂ Ğ
ĐŽŶƐƵůƚĂ͘ŽƐƚĂ;ϮϬϬϴͿĂĮƌŵĂƋƵĞ͕ĐŽŵŽĐŽŶƐĞƋƵġŶĐŝĂĚŝƐƐŽ͕ĂŵĂŝŽƌŝĂĚĂƐƉĞƐƐŽĂƐƐŽ-
ŵĞŶƚĞƵƐƵĨƌƵĞŵĚĂƐŝŶĨŽƌŵĂĕƁĞƐ͕ĚĞŝdžĂŶĚŽƉŽƌĐŽŶƚĂĚĞƉŽƵĐĂƐƉĞƐƐŽĂƐĂŐĞƌĂĕĆŽĚĞ
conteúdo.
Žŵ ŽƐ ĨƵŶĚĂŵĞŶƚŽƐ ĚŽ ĐŝďĞƌĞƐƉĂĕŽ͕ ĐŚĞŐŽƵͲƐĞ ĂƚĠ Ă tĞď Ϯ͘Ϭ͕ ƋƵĞ ƉĂƐƐĂ Ă
ĂƉƌĞƐĞŶƚĂƌ ƵŵĂ ĞƐƚƌƵƚƵƌĂ ŝŶƚĞŐƌĂĚĂ ĚĞ ĨƵŶĐŝŽŶĂůŝĚĂĚĞƐ Ğ ĐŽŶƚĞƷĚŽƐ ;WZ/DK͕ ϮϬϭϭďͿ͘
>ŽŐŽ͕ŵƵŝƚĂƐƉĞƐƐŽĂƐĐŽŵĞĕĂƌĂŵĂĐƌŝĂƌƐĞƵƐƉƌſƉƌŝŽƐĐĂŶĂŝƐƉĂƌĂƉĂƌƟĐŝƉĂĕĆŽŶŽĐŽŵ-
ƉĂƌƟůŚĂŵĞŶƚŽ ĚĞ ŝŶĨŽƌŵĂĕƁĞƐ͘ Žŵ ĞƐƐĂƐ ĐŽŶƐƚĂƚĂĕƁĞƐ͕ Ă ŝŶƚĞƌĂƟǀŝĚĂĚĞ ƐĞ ƐŽďƌĞƐƐĂŝ
ĐŽŵŽ Ƶŵ ĚŽƐ ƚĞƌŵŽƐ ŵĂŝƐ ŝŵƉŽƌƚĂŶƚĞƐ ƉĂƌĂ Ă ĞǀŽůƵĕĆŽ ĚĂ tĞď Ϯ͘Ϭ͘ Ğ ĂĐŽƌĚŽ ĐŽŵ
>ĠǀLJ ;ϮϬϭϬͿ͕ ŝŶƚĞƌĂƟǀŝĚĂĚĞ Ġ Ž ƚĞƌŵŽ ƵƟůŝnjĂĚŽ ƉĂƌĂ ĚĞƐƚĂĐĂƌ Ă ƉĂƌƟĐŝƉĂĕĆŽ ĂƟǀĂ ĚĂƐ
ƉĞƐƐŽĂƐĞŵƵŵĂƚƌĂŶƐĨĞƌġŶĐŝĂĚĞŝŶĨŽƌŵĂĕƁĞƐ͘dŽŵĂŵͲƐĞĐŽŵŽĞdžĞŵƉůŽĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 45

nas quais os internautas podem deixar recados para as empresas em troca de uma infor-
ŵĂĕĆŽ͘ƐƐĂƚƌŽĐĂƚĂŵďĠŵƉŽĚĞƐĞƌĨĞŝƚĂĞŶƚƌĞŽƐŝŶƚĞƌŶĂƵƚĂƐ͕ŐĞƌĂŶĚŽ͕ĂƐƐŝŵ͕ĞŵĂŵďŽƐ
ŽƐĐĂƐŽƐ͕ĂŝŶƚĞƌĂƟǀŝĚĂĚĞ͘
ĚŝƐƉŽŶŝďŝůŝĚĂĚĞĚĞŝŶƚĞƌĂĕĆŽĚĂtĞďϮ͘ϬƚƌŽƵdžĞŶŽǀĂƐƉŽƐƐŝďŝůŝĚĂĚĞƐĞ͕ĞŶƚƌĞĞůĂƐ
ĞƐƚĆŽĂƐŵşĚŝĂƐƐŽĐŝĂŝƐĞƌĞĚĞƐƐŽĐŝĂŝƐ͘dĞůůĞƐ;ϮϬϭϬͿĂƌƟĐƵůĂƋƵĞĂƐƌĞĚĞƐƐŽĐŝĂŝƐĨĂnjĞŵ
ƉĂƌƚĞĚĂƐŵşĚŝĂƐƐŽĐŝĂŝƐ͕ƐĞŶĚŽĞůĂƐĂƉĞŶĂƐƵŵĐĂŶĂůĚĞĐŽŵƵŶŝĐĂĕĆŽĚŽƚŽĚŽĞdžŝƐƚĞŶƚĞ͘
WĞƌĂŶƚĞƚŽĚĂƐĂƐŵşĚŝĂƐ͕ƐĞŐƵŶĚŽdŽƌƌĞƐ;ϮϬϬϵͿ͕ĂƐŵşĚŝĂƐƐŽĐŝĂŝƐƚŽƌŶĂŵͲƐĞƌĞůĞǀĂŶƚĞƐ
ƉĂƌĂŽƐƌĞƐƵůƚĂĚŽƐĚĂƐĂĕƁĞƐĚĞŵĂƌŬĞƟŶŐĞĚĂƐĞƐƚƌĂƚĠŐŝĂƐĞƐƚĂďĞůĞĐŝĚĂƐƉĞůĂƐĞŵƉƌĞƐĂƐ͘
ƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ŶĂǀŝƐĆŽĚĞdŽƌƌĞƐ;ϮϬϬϵͿ͕ƐĆŽsites nos quais as pessoas podem
ƐĞĐĂĚĂƐƚƌĂƌĞƌĞŐŝƐƚƌĂƌƐĞƵƐĚĂĚŽƐƉĞƐƐŽĂŝƐƉĂƌĂĨŽƌŵĂƌŽƐĞƵƉĞƌĮů͘ƉĂƌƟƌĚŝƐƐŽ͕ĞůĂƐ
ĐŽŵĞĕĂŵĂƐĞƌĞůĂĐŝŽŶĂƌĐŽŵŽƵƚƌĂƐƉĞƐƐŽĂƐ͕ƚƌŽĐĂŶĚŽŵĞŶƐĂŐĞŶƐ͕ƉƵďůŝĐĂŶĚŽĨŽƚŽƐĞ
ǀşĚĞŽƐĞĐƌŝĂŶĚŽůŝƐƚĂƐĚĞĂŵŝŐŽƐ͘:ĄƉĂƌĂZĞĐƵĞƌŽ;ϮϬϭϬͿ͕ŚĄƵŵĂĚŝĨĞƌĞŶĕĂĞŶƚƌĞƌĞĚĞƐ
sociais e sitesĚĞƌĞĚĞƐƐŽĐŝĂŝƐ͕ƐĞŶĚŽĂƐƌĞĚĞƐĂƋƵĞůĂƐƋƵĞĂƐƉĞƐƐŽĂƐĨĂnjĞŵĂƉĂƌƟƌĚŽ
ĐŽŵƉĂƌƟůŚĂŵĞŶƚŽĚĞŝŶĨŽƌŵĂĕƁĞƐĞĐŽŶƚĞƷĚŽ͘ůĂƐƐĆŽƐƵƐƚĞŶƚĂĚĂƐƉĞůŽƐsites͕ƋƵĞƐĆŽ
ĨĞƌƌĂŵĞŶƚĂƐƵƟůŝnjĂĚĂƐƉĂƌĂƉĞƌŵŝƟƌĂĞdžƉƌĞƐƐĆŽĚĂƐƉĞƐƐŽĂƐ͘
As redes sociais se fazem presentes no Facebook͕site criado por um grupo de es-
ƚƵĚĂŶƚĞƐĚĞ,ĂƌǀĂƌĚ͘ŽŶĨŽƌŵĞ<ŝƌŬƉĂƚƌŝĐŬ;ϮϬϭϭͿ͕Žsite dŚĞĨĂĐĞŬ foi registrado em
ϭϭĚĞũĂŶĞŝƌŽĚĞϮϬϬϰ͕ŵĂƐĨŽŝƐŽŵĞŶƚĞŶŽĚŝĂϮϬĚĞƐĞƚĞŵďƌŽĚĞϮϬϬϱƋƵĞĂĞŵƉƌĞƐĂ
ƚŽƌŶŽƵͲƐĞŽĮĐŝĂůŵĞŶƚĞŽFacebook͘EĞůĞ͕ĂƐĞŵƉƌĞƐĂƐƚġŵƵŵĞƐƉĂĕŽƉĂƌĂĐƌŝĂƌĞŵĂƐ
ƐƵĂƐƉĄŐŝŶĂƐĞŵƉƌĞƐĂƌŝĂŝƐ͕ƋƵĞĨƵŶĐŝŽŶĂŵĂƐƐŝŵĐŽŵŽŽƐƉĞƌĮƐĚŽƐƵƐƵĄƌŝŽƐ͘ƉƌŝŶĐŝ-
ƉĂůĚŝĨĞƌĞŶĕĂĠƋƵĞĂƐƉĞƐƐŽĂƐŶĆŽƉŽĚĞŵƐĞƚŽƌŶĂƌĂŵŝŐĂƐĚĞƵŵĂĞŵƉƌĞƐĂ͕ƐŽŵĞŶƚĞ
͞ĐƵƌƟƌ͕͟ĂƐƐŝŵƐĞƚŽƌŶĂŶĚŽƵŵĨĆ͘sġͲƐĞ͕ŶĞƐƐĞĐĂƐŽ͕ƵŵĂƉŽƐƐŝďŝůŝĚĂĚĞƉĂƌĂĂƐĞŵƉƌĞƐĂƐ
ƐĞĂƉƌŽdžŝŵĂƌĞŵĚĞƐĞƵĐŽŶƐƵŵŝĚŽƌ͕ƵƟůŝnjĂŶĚŽĂůŝŶŐƵĂŐĞŵĂĚĞƋƵĂĚĂĞŝŶƚĞƌĂŐŝŶĚŽĐŽŵ
ĞůĞĚĞĨŽƌŵĂĂĚĞŝdžĄͲůŽƐĂƟƐĨĞŝƚŽ͘

3 Comportamento do consumidor na Era da Informação

WĂƌĂ ĐŚĞŐĂƌĂƚĠŽ ĐŽŶƐƵŵŝĚŽƌ ĚĞ ŚŽũĞ͕ ĠŝŵƉŽƌƚĂŶƚĞĐŽŶŚĞĐĞƌĂ ƐƵĂ ƚƌĂũĞƚſƌŝĂ

ĞǀŽůƵƟǀĂĞĂƐŐĞƌĂĕƁĞƐƋƵĞĨŽƌĂŵƐĞŶĚŽĞƐƚĂďĞůĞĐŝĚĂƐĐŽŵŽƉĂƐƐĂƌĚŽƐĂŶŽƐ͘ůĂĐŬǁĞůů͕
DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿĂƉƌĞƐĞŶƚĂŵǀĄƌŝŽƐŐƌƵƉŽƐĚĞĐŽŶƐƵŵŝĚŽƌĞƐƐĞƉĂƌĂĚŽƐĞŵĨĂŝdžĂƐ
ĞƚĄƌŝĂƐ͕ŽďƐĞƌǀĂŶĚŽͲƐĞƋƵĞĂƐƉƌŝŶĐŝƉĂŝƐƉĂƌĂĞƐƚĞƚƌĂďĂůŚŽƐĆŽĂƐ'ĞƌĂĕƁĞƐyĞz͘
Os sites ĚĂ ŝŶƚĞƌŶĞƚ ƚġŵ ƐĞ ĂƚƵĂůŝnjĂĚŽ ĐŽŶƐƚĂŶƚĞŵĞŶƚĞ͕ Ž ƋƵĞ ĨĂnj ĐŽŵ ƋƵĞ ŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐƚĂŵďĠŵƐĂŝďĂŵĚĂƐŶŽǀŝĚĂĚĞƐŽĨĞƌĞĐŝĚĂƐƉĞůĂƐĞŵƉƌĞƐĂƐ;'/'>/K͕ϮϬϬϴͿ͘
ŽŶĨŽƌŵĞŽŵĞƌĐĂĚŽǀĂŝŵƵĚĂŶĚŽ͕ĂƐŶĞĐĞƐƐŝĚĂĚĞƐĚĞƐƐĞƐĐŽŶƐƵŵŝĚŽƌĞƐƚĂŵďĠŵƐĞ
ĂůƚĞƌĂŵ͕ƚƌĂnjĞŶĚŽŵƵŝƚĂƐǀĞnjĞƐƉƌŽĚƵƚŽƐĐƌŝĂĚŽƐĂƉĂƌƟƌĚŽƋƵĞĂƐƉĞƐƐŽĂƐĞƐƚĆŽƉƌĞ-
cisando.
ƐĞŵƉƌĞƐĂƐƉƌŽĐƵƌĂŵ͕ĐĂĚĂǀĞnjŵĂŝƐ͕ĐŚĞŐĂƌƉĞƌƚŽĚŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͘^Ğ-
ŐƵŶĚŽ dĞƌƌĂ ;ϮϬϭϭͿ͕ Ă ŝŶƚĞƌŶĞƚ ĞƐƚĄ ƐĞŶĚŽ Ƶŵ ŵĞŝŽ ƐŝŐŶŝĮĐĂƟǀŽ ƉĂƌĂ ĞůĂƐ ƐĞ ŵŽƐƚƌĂ-
ƌĞŵƚƌĂŶƐƉĂƌĞŶƚĞƐ͕ƉŽĚĞŶĚŽĨĂnjĞƌĚŝǀƵůŐĂĕƁĞƐĞĂƚĠĐŽŶƐƚƌƵŝƌƐƵĂƌĞƉƵƚĂĕĆŽ͕ĂůĠŵĚĞ
ŝŶƚĞƌůŝŐĂƌĂƐĂĕƁĞƐĞƐƟƉƵůĂĚĂƐĐŽŵŽƐŽƵƚƌŽƐǀĞşĐƵůŽƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͘EĞƐƐĞĐĂƐŽ͕ĂƐ
redes sociais podem auxiliar tanto na aproximação com o público como na descoberta
ĚŽƉĞƌĮůĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐonlineĞ͕ĂƉĂƌƟƌĚĞƐƐĞĐĂŶĂů͕ĂũƵĚĂƌĞƐƐĞƐĐŽŶƐƵŵŝĚŽƌĞƐĂ
solucionar os seus problemas.

46 | Faculdades Integradas de Taquara - Faccat

 ƉĂƌƟƌĚŽŵŽŵĞŶƚŽĞŵƋƵĞĂƐĞŵƉƌĞƐĂƐĐŽŶŚĞĐĞŵŵĞůŚŽƌŽƐĞƵĐŽŶƐƵŵŝĚŽƌ͕
ƉŽĚĞŵ ŐĂƌĂŶƟƌ Ƶŵ ƉŽƐŝĐŝŽŶĂŵĞŶƚŽ ďĞŵ ĚĞĮŶŝĚŽ Ğ ĂƐƐĞƌƟǀŽ͕ Ž ƋƵĞ ĨĂĐŝůŝƚĂ Ă ĐŽŵƵ-
ŶŝĐĂĕĆŽĐŽŵĞƐƐĞƉƷďůŝĐŽ͕ŐĞƌĂŶĚŽĐĂŵƉĂŶŚĂƐƋƵĞĞůĞƐĐŽŶƐŝŐĂŵĂƐƐŝŵŝůĂƌ͕ĞŶƚĞŶĚĞƌ
Ğ ƐĞ ůĞŵďƌĂƌ ĚŽ ƋƵĞ ĨŽŝ ƚƌĂŶƐŵŝƟĚŽ͘ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ ĂĮƌŵĂŵ ƋƵĞ͕ ƋƵĂŶĚŽ Ž
ĐŽŶƐƵŵŝĚŽƌĠĞdžƉŽƐƚŽĂĚĞƚĞƌŵŝŶĂĚĂŝŶĨŽƌŵĂĕĆŽ͕ĞůĞƉĂƐƐĂƉŽƌĂůŐƵŶƐĞƐƚĄŐŝŽƐƋƵĞƐĆŽ
ĚĞƚĞƌŵŝŶĂĚŽƐ ƉĞůĂƐ ĐŝƌĐƵŶƐƚąŶĐŝĂƐ Ğŵ ƋƵĞ ĞůĞƐ ĨŽƌĂŵ ĞdžƉŽƐƚŽƐ͘ WƌŝŵĞŝƌĂŵĞŶƚĞ͕ ͞΀͘͘͘΁
ƉƌĞƐƚĂŵĂƚĞŶĕĆŽŶĞůĂƐ͕ĂƐĐŽŵƉƌĞĞŶĚĞŵ͕ĂƐƉŽƐŝĐŝŽŶĂŵŶĂŵĞŵſƌŝĂĞĂƐĂƌŵĂnjĞŶĂŵ
ƉĂƌĂƵƐĂƌŵĂŝƐƚĂƌĚĞ͟;DKtE͖D/EKZ͕ϮϬϬϯ͕Ɖ͘ϰϯͿ͘^ĞĂĞdžƉĞƌŝġŶĐŝĂĨŽƌƐĂƟƐĨĂƚſƌŝĂ͕Ž
ĐŽŶƐƵŵŝĚŽƌĂĚƋƵŝƌĞƵŵĂůĞŵďƌĂŶĕĂƉŽƐŝƟǀĂĚĂŵĂƌĐĂ͕ƉŽĚĞŶĚŽƚƌĂŶƐŵŝƟƌƉĂƌĂŽƐƐĞƵƐ
amigos e conhecidos.
dĞƌƌĂ;ϮϬϭϭͿĞdžƉůŝĐĂƋƵĞĞƐƚĄƐĞƚŽƌŶĂŶĚŽƵƐƵĂůƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐďƵƐĐĂƌĞŵ
ŝŶĨŽƌŵĂĕƁĞƐ͕ƉŽƌŵĞŝŽĚĂŝŶƚĞƌŶĞƚ͕ĂƌĞƐƉĞŝƚŽĚĂƐĞŵƉƌĞƐĂƐĐŽŵĂƐƋƵĂŝƐƉƌĞƚĞŶĚĞŵ
ŶĞŐŽĐŝĂƌ͘/ƐƐŽŵŽƐƚƌĂĂŝŵƉŽƌƚąŶĐŝĂĞƐƚĂƌƉƌĞƐĞŶƚĞŶĂŝŶƚĞƌŶĞƚ͕ƉŽŝƐ͕ŶĞƐƐĞĐĂƐŽ͕ĂƐƋƵĞ
não são encontradas passam despercebidas por esses públicos. O mesmo ocorre nas
ƌĞĚĞƐƐŽĐŝĂŝƐ͕ĞŵƋƵĞĐĂĚĂĐŽŶƐƵŵŝĚŽƌƐĞŽĐƵƉĂŝŶƚĞƌĂŐŝŶĚŽĐŽŵĚĞƚĞƌŵŝŶĂĚĂƐƉĞƐƐŽĂƐ
ĞĞŵƉƌĞƐĂƐƋƵĞƚġŵŵĂŝŽƌĂĮŶŝĚĂĚĞŽƵĂůŐƵŵŝŶƚĞƌĞƐƐĞĞƐƉĞĐşĮĐŽ͕ďƵƐĐĂŶĚŽĂƉĂƌƟƌ
ĚĂƐĐĂƌĂĐƚĞƌşƐƟĐĂƐĚĂƐĞŵƉƌĞƐĂƐ͕ŵĂƐůŽĐĂůŝnjĂŶĚŽƐŽŵĞŶƚĞĂƋƵĞůĂƐƋƵĞĞƐƚĆŽŶĂƌĞĚĞ͘
ĐƵůƚƵƌĂƉŽĚĞŝŶŇƵĞŶĐŝĂƌĂĞƐĐŽůŚĂĚĂƐƌĞĚĞƐƐŽĐŝĂŝƐĞŵƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐ
ǀĆŽƐĞŝŶƐĞƌŝƌ͕ƉŽĚĞŶĚŽƉƌŽĐƵƌĂƌƉŽƌƉĞƐƐŽĂƐĚĂŵĞƐŵĂŶĂĐŝŽŶĂůŝĚĂĚĞ͕ŝĚĂĚĞ͕ŽĐƵƉĂĕĆŽ͕
ƌĞůŝŐŝĆŽ͕ƌĂĕĂ͕ŶşǀĞŝƐĚĞƌĞŶĚĂ͕ĞŶƚƌĞŽƵƚƌŽƐ͘ůŐƵŶƐĚĞůĞƐĂŝŶĚĂƉƌŽĐƵƌĂŵƉŽƌĞŵƉƌĞƐĂƐ͕
ƋƵĞ ƐĞ ŝŶƐĞƌĞŵ ŶĂƐ ƌĞĚĞƐ ƐŽĐŝĂŝƐ͕ ŐĞƌĂůŵĞŶƚĞ ĐƌŝĂŶĚŽ ŐƌƵƉŽƐ Ğŵ ƚŽƌŶŽ ĚĞ ƐƵĂƐ ŵĂƌ-
ĐĂƐ͕ĨŽƌŵĂĚŽƐƉŽƌĞƐƐĞƐĐŽŶƐƵŵŝĚŽƌĞƐƋƵĞƚġŵŽƵƉƌĞƚĞŶĚĞŵƚĞƌĂůŐƵŵĂƌĞůĂĕĆŽĐŽŵ
ĂĞŵƉƌĞƐĂ͘WĂƌĂŐĞƌĞŶĐŝĂƌĂƐŝŶĨŽƌŵĂĕƁĞƐĚĞƐƐĞƐŐƌƵƉŽƐ͕ĞdžŝƐƚĞŵƉƌŽĮƐƐŝŽŶĂŝƐŶĞƐƐĂƐ
ŽƌŐĂŶŝnjĂĕƁĞƐƋƵĞĚĞǀĞŵ͞΀͘͘͘΁ĞŶƚĞŶĚĞƌĂƐƌĞŐƌĂƐĚŽƐŐƌƵƉŽƐĚĞƋƵĞƐĞƵƐĐŽŶƐƵŵŝĚŽ-
ƌĞƐƉĂƌƟĐŝƉĂŵ͕ĂƐƋƵĂŝƐĚĞƚĞƌŵŝŶĂŵƐĞƵĐŽŵƉŽƌƚĂŵĞŶƚŽ͟;'/'>/K͕ϮϬϬϴ͕Ɖ͘ϵϳͿ͘ƐƐŝŵ͕
ĐŽŶƐĞŐƵŝƌĆŽŐĞƌĞŶĐŝĂƌŽƐĞƵŐƌƵƉŽĚĞĨŽƌŵĂƐĂƟƐĨĂƚſƌŝĂ͕ŐĞƌĂŶĚŽďŽŶƐƌĞƐƵůƚĂĚŽƐ͘
A exposição ao conteúdo de marca em uma página empresarial do FacebookĠ
ƐŝŐŶŝĮĐĂŶƚĞ͕ƉŽŝƐŽĐŽŶƐƵŵŝĚŽƌĞƐƚĄŝŶƐĞƌŝĚŽĚĞŶƚƌŽĚŽŐƌƵƉŽƋƵĞĞŶǀŽůǀĞƚŽĚŽƐĐŽŵŽƐ
conceitos que a empresa e os outros consumidores passam. Quanto mais o consumidor
ƐĞƐĞŶƟƌŝŶƚĞŐƌĂĚŽĐŽŵĂĞŵƉƌĞƐĂ͕ŵĂŝŽƌǀĂŝƐĞƌĂƐƵĂ͞΀͘͘͘΁ŵŽƟǀĂĕĆŽƉĂƌĂĐĂƉƚĂƌ͕ĐŽŵ-
ƉƌĞĞŶĚĞƌĞĞůĂďŽƌĂƌĂƐŝŶĨŽƌŵĂĕƁĞƐƌĞůĞǀĂŶƚĞƐƉĂƌĂĂĐŽŵƉƌĂ͟;DKtE͖D/EKZ͕ϮϬϬϯ͕
Ɖ͘ϰϱͿ͘YƵĂŶĚŽŽĐŽŶƐƵŵŝĚŽƌĐŚĞŐĂĂŽĞƐƚĄŐŝŽĚĂĐŽŵƉƌĂ͕ĂĞŵƉƌĞƐĂƉŽĚĞĐŽŶƐŝĚĞƌĂƌĂ
sua meta cumprida.
ƐĞdžƉĞƌŝġŶĐŝĂƐĚŽĐŽŶƐƵŵŝĚŽƌƉŽĚĞŵƚĞƌĐĂƌĄƚĞƌƉŽƐŝƟǀŽŽƵŶĞŐĂƟǀŽ͕ƚƵĚŽǀĂŝ
ĚĞƉĞŶĚĞƌĚŽƉƌŽĐĞƐƐŽƉĂƐƐĂĚŽƉŽƌĞůĞ͕ƚĂŶƚŽĞŶƋƵĂŶƚŽĞƐƚĄĐŽŶƐƵŵŝŶĚŽƋƵĂŶƚŽĂƉſƐŽ
consumo do produto ou serviço adquirido de determinada empresa. Para Mowen e Mi-
ŶŽƌ;ϮϬϬϯ͕Ɖ͘ϮϮϭͿ͕͞΀͘͘͘΁ĂƐĂƟƐĨĂĕĆŽĚŽĐŽŶƐƵŵŝĚŽƌĠĂĂƟƚƵĚĞƌĞĨĞƌĞŶƚĞĂƵŵƉƌŽĚƵƚŽ
ŽƵƐĞƌǀŝĕŽĂƉſƐƐƵĂĐŽŵƉƌĂĞƵƐŽ͘͟ĮŵĚĞƚŽƌŶĂƌĞƐƐĂĂƟƚƵĚĞƉƌŽǀĞŝƚŽƐĂƉĂƌĂĂĞŵ-
ƉƌĞƐĂ͕ĠƉƌĞĐŝƐŽƐĞŵƉƌĞŵĂŶƚĞƌŽĐůŝĞŶƚĞƐĂƟƐĨĞŝƚŽ͕ŝŶƚĞŶƐŝĮĐĂŶĚŽĂĐĂĚĂŽƉŽƌƚƵŶŝĚĂĚĞ͘
ƐƐĂƐĂƟƐĨĂĕĆŽƉŽĚĞƐĞƌĚĞƚĞƌŵŝŶĂŶƚĞƉĂƌĂĂĚƵƌĂďŝůŝĚĂĚĞĚĂƌĞůĂĕĆŽĞŶƚƌĞĂĞŵƉƌĞƐĂĞ
ŽĐŽŶƐƵŵŝĚŽƌ;^DZ͖DKZ^,͕ϮϬϬϱͿ͘
ŵƚŽĚŽƐŽƐĐĂŶĂŝƐĚĞĐŽŵƵŶŝĐĂĕĆŽĚĂĞŵƉƌĞƐĂ͕ĚĞǀĞƐĞƌƉƌĞnjĂĚĂĂƐĂƟƐĨĂĕĆŽĚŽ
ĐůŝĞŶƚĞ͕ƉƌŝŶĐŝƉĂůŵĞŶƚĞƋƵĂŶĚŽƐĞƚƌĂƚĂĚĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ƉŽŝƐ͕ŶĞƐƐĞĐĂƐŽ͕ƵŵĐŽŶƐƵ-
ŵŝĚŽƌĚĞƐĐŽŶƚĞŶƚĞƉŽĚĞ͕ĐŽŵŵƵŝƚĂĨĂĐŝůŝĚĂĚĞ͕ĞdžƉĂŶĚŝƌĂƐƵĂŝŶƐĂƟƐĨĂĕĆŽƉĂƌĂŽƵƚƌĂƐ

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 47

ƉĞƐƐŽĂƐĚĞƐĞƵƌĞůĂĐŝŽŶĂŵĞŶƚŽ͘^ĞŐƵŶĚŽůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿ͕ĂƐĞŵƉƌĞƐĂƐ
ƐĞŵƉƌĞďƵƐĐĂŵĐŽŶŚĞĐŝŵĞŶƚŽƉĂƌĂĞŶƚĞŶĚĞƌĂƐƚĞŶĚġŶĐŝĂƐĚĞŵĞƌĐĂĚŽƋƵĞŵŽƟǀĂŵ
ŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ĞƐƐĞŵŽĚŽ͕ƉŽĚĞͲƐĞĚŝnjĞƌƋƵĞĂƐƌĞĚĞƐƐŽĐŝĂŝƐƐĆŽƵŵĂŐƌĂŶĚĞƚĞŶ-
ĚġŶĐŝĂĚĞŵĞƌĐĂĚŽĞƉŽĚĞŵĂũƵĚĂƌŶĂĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘

ϰDĞƚŽĚŽůŽŐŝĂ

KĞƐƚƵĚŽĞdžƉůŽƌĂƚſƌŝŽĚĞǀĞƌƚĞŶƚĞƋƵĂůŝƚĂƟǀĂĨŽŝĂďĂƐĞƉĂƌĂŽĚĞƐĞŶǀŽůǀŝŵĞŶƚŽ
ĚĞƐƚĞĂƌƟŐŽ͕ũƵŶƚŽĂŽůĞǀĂŶƚĂŵĞŶƚŽďŝďůŝŽŐƌĄĮĐŽƐŽďƌĞŽƚĞŵĂĂƉƌĞƐĞŶƚĂĚŽĐŽŵďĂƐĞ
ĞŵƚĞƐĞƐ͕ůŝǀƌŽƐ͕ĞŶƚƌĞŽƵƚƌŽƐ͘dĂŵďĠŵĨŽŝƌĞĂůŝnjĂĚŽƵŵĞƐƚƵĚŽĚĞĐĂƐŽĂƉĂƌƟƌĚĂŽď-
ƐĞƌǀĂĕĆŽƉĂƌƟĐŝƉĂŶƚĞĚŽƉĞƐƋƵŝƐĂĚŽƌŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂŶŽFacebook͕ŽƋƵĞĂũƵ-
ĚŽƵĂĐŽŵƉƌĞĞŶĚĞƌƋƵĞƟƉŽĚĞŝŶƚĞƌĂĕĆŽŽĐŽŶƐƵŵŝĚŽƌƚĞŵĐŽŵĂƐĞŵƉƌĞƐĂƐĞŵƐƵĂƐ
páginas nas redes sociais.
hƟůŝnjĂŶĚŽ ƚŽĚŽƐ ŽƐ ŵĠƚŽĚŽƐ ĚĞƐĐƌŝƚŽƐ ĂĐŝŵĂ͕ ĨŽŝ ĨĞŝƚĂ Ă ƉĞƐƋƵŝƐĂ ŶĂ ƉĄŐŝŶĂ
empresarial da Coca-Cola no Facebook͕ĂƋƵĂůŵĂŝƐĚĞƚƌŝŶƚĂŵŝůŚƁĞƐĚĞƉĞƐƐŽĂƐĐƵƌ-
te (COCA-COLA &KK<͕ϮϬϭϭͿ͘ŚĂŵƵƐĐĂĞĂƌǀĂůŚĂů;ϮϬϭϭͿǀĂůŝĚĂŵĂĞƐĐŽůŚĂƉŽƌ
ƵŵĂƷŶŝĐĂŵĂƌĐĂƉĂƌĂŽďƐĞƌǀĂĕĆŽ͕ũĄƋƵĞ͕ƋƵĂŶĚŽƐĞŝŶƚĞŐƌĂŽŵĂƌŬĞƟŶŐĐŽŵŵĠƚƌŝĐĂƐ͕
ƉŽĚĞͲƐĞĂŶĂůŝƐĂƌĐŽŵŽĞůĂĠƚƌĂƚĂĚĂƉĞůŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐĚĞŵŽĚŽĂŵƉůŽ͘Ğŵ-
ƉƌĞƐĂ͕ƋƵĞĞƐƚĄƉƌĞƐĞŶƚĞĞŵŵĂŝƐĚĞϮϬϬƉĂşƐĞƐ͕ĨŽŝĞƐĐŽůŚŝĚĂƉŽƌƐĞƌůşĚĞƌŵƵŶĚŝĂůŶŽ
ƐĞŐŵĞŶƚŽĚĞďĞďŝĚĂƐŶĆŽĂůĐŽſůŝĐĂƐĞƌĞĨĞƌġŶĐŝĂĞŵĐŽŵƵŶŝĐĂĕĆŽ;KͲK>Z^/>͕
ϮϬϭϭďͿ͘:ĄŽsite de redes sociais FacebookĨŽŝƐĞůĞĐŝŽŶĂĚŽƉŽƌƐĞƚƌĂƚĂƌĚĞƵŵĨĞŶƀŵĞŶŽ
ĞŶƚƌĞĞƐƐĞƟƉŽĚĞsites.
^ĞŐƵŶĚŽ&ƌĂŐŽƐŽ͕ZĞĐƵĞƌŽĞŵĂƌĂů;ϮϬϭϭͿ͕ĂĐŽŵƉƌĞĞŶƐĆŽĚŽƐŐƌƵƉŽƐƋƵĞŝŶ-
ƚĞƌĂŐĞŵĐŽŵĂƐŵĂƌĐĂƐƉŽĚĞƐĞƌĨĞŝƚĂĂƉĂƌƟƌĚĞƵŵĂĂŶĄůŝƐĞŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐĞŵƋƵĞ
ĂĞŵƉƌĞƐĂĞƐƚĄƉƌĞƐĞŶƚĞ͘ůĠŵĚŝƐƐŽ͕ƉĂƌĂĞƐƐĞƟƉŽĚĞĂŶĄůŝƐĞ͕ĂƉƌŝŵĞŝƌĂŶĞĐĞƐƐŝĚĂĚĞ
ĠƐĞůĞĐŝŽŶĂƌƵŵĂƌĞĚĞƐŽĐŝĂů͘ĞƐƚĂ͕ĨŽƌĂŵĐŽůĞƚĂĚŽƐŽƐĚĂĚŽƐƵƟůŝnjĂĚŽƐŶĂĂŶĄůŝƐĞĞŶĂ
ĐŽŶĐůƵƐĆŽĚĂƉĞƐƋƵŝƐĂ͘ƐƐĂƐŝŶĨŽƌŵĂĕƁĞƐĨŽƌĂŵĐŽůŚŝĚĂƐĂƉĂƌƟƌĚĂŽďƐĞƌǀĂĕĆŽƉĂƌƟĐŝ-
ƉĂŶƚĞƋƵĞƐĞĚĞƵŶŽƉĞƌşŽĚŽĚĞƵŵĂƐĞŵĂŶĂ͕ŶĂƋƵĂůĨŽƌĂŵŽďƐĞƌǀĂĚĂƐĂƚĞŶƚĂŵĞŶƚĞĂƐ
interações da empresa com seus consumidores e quem são as pessoas que curtem e co-
ŵĞŶƚĂŵĂƐƉŽƐƚĂŐĞŶƐĨĞŝƚĂƐ͘KƉĞƌşŽĚŽĨŽŝĚĞĮŶŝĚŽƉŽƌƋƵĞĂƉĄŐŝŶĂĐŽŶƚĂĐŽŵƵŵŐƌĂŶĚĞ
ŶƷŵĞƌŽĚĞĐƵƌƟĚŽƌĞƐĞƋƵĞŝŶƚĞƌĂŐĞŵĐŽŵĂĞŵƉƌĞƐĂĚŝĂƌŝĂŵĞŶƚĞ͕ŐĞƌĂŶĚŽĐŽŶƚĞƷĚŽ
ƐƵĮĐŝĞŶƚĞƉĂƌĂĂƟŶŐŝƌŽƐŽďũĞƟǀŽƐƉƌŽƉŽƐƚŽƐ͕ũĄƋƵĞŶĂƐĞŵĂŶĂĞƐĐŽůŚŝĚĂĞƐƚĂǀĂŵĂĐŽŶ-
tecendo a ^ĞŵĂŶĂKƟŵŝƐŵŽƋƵĞdƌĂŶƐĨŽƌŵĂ e o primeiro ƐƚƷĚŝŽDſǀĞůŽĐĂͲŽůĂ.
ŽŶĨŽƌŵĞŚĂŵƵƐĐĂĞĂƌǀĂůŚĂů;ϮϬϭϭͿ͕ƚĞƌĐŽŵŽĚĞĮŶŝĕĆŽĚĞƐĞŶƟŵĞŶƚŽ͕ƉŽƌ
ƉĂƌƚĞ ĚŽ ĐŽŶƐƵŵŝĚŽƌ͕ ƉŽƐŝƟǀŽ͕ ŶĞŐĂƟǀŽ ŽƵ ŶĞƵƚƌŽ Ğŵ ƌĞůĂĕĆŽ Ă ƵŵĂ ŵĂƌĐĂ Ġ ŵƵŝƚŽ
ƉƌĞĐĄƌŝŽ͕ƉŽƌŝƐƐŽŽƐĚĂĚŽƐĚĂƉĞƐƋƵŝƐĂƐĆŽůĞǀĂŶƚĂĚŽƐĞĂŶĂůŝƐĂĚŽƐƉŽƌŵĞŝŽĚĞĞƐƚƵĚŽ
ĚĞ ĐĂƐŽ Ğ ŽďƐĞƌǀĂĕĆŽ ƉĂƌƟĐŝƉĂŶƚĞ͕ Ž ƋƵĞ ĨĂnj Ă ĂŶĄůŝƐĞ ƐĞ ƚŽƌŶĂƌ ŵĂŝƐ ĂƉƌŽĨƵŶĚĂĚĂ Ğ
embasada.

5 Apresentação da página da Coca-Cola no &ĂĐĞŬ

A página da Coca-Cola no FacebookĞƐƚĄĞŶƋƵĂĚƌĂĚĂŶĂĐĂƚĞŐŽƌŝĂŽŵŝĚĂͬĞďŝĚĂƐ͘

EĞƐƚĂ͕ĂůĠŵĚĂƉĄŐŝŶĂŝŶŝĐŝĂů͕ĞdžŝƐƚĞŵŵĂŝƐǀŝŶƚĞĞŽŝƚŽƚſƉŝĐŽƐƋƵĞƚƌĂƚĂŵĚĞĚŝǀĞƌƐŽƐĞ
48 | Faculdades Integradas de Taquara - Faccat
ĚŝĨĞƌĞŶƚĞƐĂƐƐƵŶƚŽƐ͘ŶƚƌĞƚŽĚŽƐĞůĞƐ͕ĂůŐƵŶƐƐĆŽĞŵůşŶŐƵĂƉŽƌƚƵŐƵĞƐĂ͕ŵĂƐƉŽĚĞŵƐĞƌ
ĞŶĐŽŶƚƌĂĚŽƐƚĂŵďĠŵŶĂƐůşŶŐƵĂƐŝŶŐůĞƐĂĞĞƐƉĂŶŚŽůĂ͘
KŵƵƌĂůĠƵŵĚŽƐƚſƉŝĐŽƐŵĂŝƐŝŵƉŽƌƚĂŶƚĞƐ͕ƉŽŝƐŶĞůĞĮĐĂŵƌĞŐŝƐƚƌĂĚĂƐƚŽĚĂƐĂƐ
ƉŽƐƚĂŐĞŶƐĚĂŽĐĂͲŽůĂĞĚĂƐƉĞƐƐŽĂƐƋƵĞŝŶƚĞƌĂŐĞŵĐŽŵĞůĂ͘DĂƐ͕ƉĂƌĂŚĂǀĞƌĞƐƐĂŝŶ-
ƚĞƌĂĕĆŽ͕ŽĐŽŶƐƵŵŝĚŽƌĚĞǀĞƐĞƌĐĂĚĂƐƚƌĂĚŽĞƉŽƐƐƵŝƌƵŵƉĞƌĮůŶŽFacebook͕ĂůĠŵĚĞƐĞ
ŝŶƐĐƌĞǀĞƌĐůŝĐĂŶĚŽĞŵ͞ĐƵƌƟƌ͟ĂŽĂĐĞƐƐĂƌĂƉĄŐŝŶĂƉĞůĂƉƌŝŵĞŝƌĂǀĞnj͘ŽŵĞƐƐĂĂƟƚƵĚĞ͕
ŽƵƐƵĄƌŝŽƉĂƐƐĂĂƌĞĐĞďĞƌĞŵƐĞƵƉƌſƉƌŝŽŵƵƌĂůĂƐĂƚƵĂůŝnjĂĕƁĞƐĚĂŽĐĂͲŽůĂ͕ƉŽĚĞŶĚŽ
ĂƐƐŝŵĂĐŽŵƉĂŶŚĂƌŵĂŝƐĚĞƉĞƌƚŽƚŽĚŽƐŽƐĂƐƐƵŶƚŽƐ͕ƉƌŝŶĐŝƉĂůŵĞŶƚĞĂƋƵĞůĞƐƋƵĞũƵůŐĂƌ
relevantes.

ϲ>ĞǀĂŶƚĂŵĞŶƚŽĞĂŶĄůŝƐĞĚŽĐŽŶƚĞƷĚŽ

ƉĂƌƟƌĚĂŽďƚĞŶĕĆŽ͕ƐĞůĞĕĆŽĞƐĞƉĂƌĂĕĆŽĚŽĐŽŶƚĞƷĚŽĨĞŝƚĂƐŶĂƉĄŐŝŶĂĚĂŽĐĂ-
-Cola no Facebook͕ŶŽƉĞƌşŽĚŽĚĞϭϳĂϮϯĚĞũƵůŚŽĚĞϮϬϭϭ͕ĨŽƌĂŵŽďƐĞƌǀĂĚĂƐĞĂŶĂůŝƐĂ-
ĚĂƐĂƐŝŶƚĞƌĂĕƁĞƐĚŽƐŝŶƐĐƌŝƚŽƐĐŽŵĂĞŵƉƌĞƐĂ͕ĞŵƚŽĚĂƐĂƐƉŽƐƚĂŐĞŶƐƉƵďůŝĐĂĚĂƐƉĞůĂ
Coca-Cola e por seus fãs brasileiros.
EŽƉĞƌşŽĚŽĚĞŽďƐĞƌǀĂĕĆŽ͕ĨŽƌĂŵŝŶƐĐƌŝƚŽƐƵŵƚŽƚĂůĚĞϮϳϳ͘ϮϭϬĨĆƐ͕ĞŽĚŝĂƋƵĞ
ƚĞǀĞŽŵĂŝŽƌĂƵŵĞŶƚŽĨŽŝŽƷůƟŵŽ͕ĐŚĞŐĂŶĚŽĂϲϰ͘ϱϴϱŝŶƐĐƌŝƚŽƐ͘&ŽƌĂŵŝŶĐůƵƐŽƐϲŶŽǀŽƐ
ĄůďƵŶƐĞϭϱϯŶŽǀĂƐĨŽƚŽƐ͘dĂŵďĠŵĨŽƌĂŵĐŽŶƐƚĂƚĂĚŽƐϯĄůďƵŶƐƐĞŵĨŽƚŽƐƉŽƐƚĂĚĂƐ͕ŝŶƟ-
tulados: WŝĐƚƵƌĞƐŽĚĨĂŶƐϮ͕ŽĐĂͲŽůĂĂƌĐŚŝǀĞƐ e ^ƵƐƚĂŝŶĂďŝůŝƚLJ͕ĞƐƚĞƌĞƉƌĞƐĞŶƚĂĚŽĚƵĂƐ
ǀĞnjĞƐ͕ŵĂƐƐŽŵĞŶƚĞƵŵƐĞŵŝŶƐĞƌĕĆŽĚĞĨŽƚŽƐ͘ƋƵĂŶƟĚĂĚĞĚĞǀşĚĞŽƐŵĂŶƚĞǀĞͲƐĞĞƐƚĄǀĞů
ĂŽůŽŶŐŽĚĞƚŽĚĂĂŽďƐĞƌǀĂĕĆŽ͕ĐŽŶƐƚĂŶĚŽϲϲǀşĚĞŽƐ͕ŶĆŽŚĂǀĞŶĚŽŝŶĐůƵƐƁĞƐŶĞŵƚƌŽĐĂƐ͘

ϲ͘ϭWĄŐŝŶĂĚĂŽĐĂͲŽůĂŶŽFacebook

Frente a toda a tecnologia emergente e com o surgimento dos sites de redes

ƐŽĐŝĂŝƐ͕ĂƐĞŵƉƌĞƐĂƐĐŽŶƐĞŐƵŝƌĂŵƐĞĂƉŽŝĂƌĞĚĞƐƟŶĂƌƌĞĐƵƌƐŽƐƉĂƌĂŵĂŝƐƵŵĐĂŶĂůĚĞ
ĐŽŵƵŶŝĐĂĕĆŽĐŽŵŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ŽŵŝƐƐŽ͕^ŝƋƵĞŝƌĂ;ϮϬϬϴͿĂĮƌŵĂƋƵĞĂƐĞŵ-
ƉƌĞƐĂƐĞŽƐƉƌŽĮƐƐŝŽŶĂŝƐƋƵĞƚƌĂďĂůŚĂŵŶĞůĂƐƉƵĚĞƌĂŵŵĂŶƚĞƌͲƐĞĂƚƵĂůŝnjĂĚŽƐĞĚŝƐƉŽ-
ŶşǀĞŝƐƉĂƌĂŝŶƚĞƌĂĕĆŽĐŽŵĂƐƉĞƐƐŽĂƐ͘ŽĐĂͲŽůĂ͕ƐŽŵĞŶƚĞƉŽƌĚŝƐƉŽŶŝďŝůŝnjĂƌƵŵŵĞŝŽ
ƉĞůŽƋƵĂůŽƐĐŽŶƐƵŵŝĚŽƌĞƐƚġŵĂƉŽƐƐŝďŝůŝĚĂĚĞĚĞƐĞŝŶƐĐƌĞǀĞƌĞĚĞŝdžĂƌƐƵĂŽƉŝŶŝĆŽ͕ũĄƐĞ
ƚŽƌŶĂƵŵĂĞŵƉƌĞƐĂĂďĞƌƚĂĂŽƐĐŽŵĞŶƚĄƌŝŽƐĚĞƐĞƵƐĨĆƐ͕ƐĞũĂŵĞůĞƐďŽŶƐŽƵƌƵŝŶƐ͘DĂƐ͕
ĂŶƚĞƐĚĞĂƚƵĂƌŶĞƐƚĞĐĂŶĂů͕ƐĞŐƵŶĚŽ'ŝŐůŝŽ;ϮϬϬϴͿ͕ĂĞŵƉƌĞƐĂƉƌĞĐŝƐŽƵƉĂƐƐĂƌƉŽƌĂůŐƵŶƐ
ƉĂƐƐŽƐ͕ĐŽŵŽĞƐƚĂďĞůĞĐĞƌŶŽƌŵĂƐĞƐĞƉĂƌĂƌĂƐƚĂƌĞĨĂƐĚĞŶƚƌŽĚĂŽƌŐĂŶŝnjĂĕĆŽ͕ƉĂƌĂƐŽ-
mente após deixar tudo aparente.
KƋƵĞŶĆŽƐĞƉŽĚĞĂĮƌŵĂƌĠƋƵĂŶƚŽƚĞŵƉŽĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂǀĂŝĞdžŝƐƟƌĞƚĞƌ
ĂĐĞƐƐŽƐ͕ƉŽŝƐ͕ĂƐƐŝŵĐŽŵŽŽFacebook͕ĐŽŶĨŽƌŵĞ<ŝƌŬƉĂƚƌŝĐŬ;ϮϬϭϭͿ͕ĞƐƚĄĞŵĐŽŶƐƚĂŶƚĞ
ĞǀŽůƵĕĆŽ͕ƉŽĚĞŵǀŝƌĂƐĞƌĞŵůĂŶĕĂĚŽƐŶŽǀŽƐsites de redes sociais que migrem os usuá-
rios do Facebook͘WƌŝŵŽ;ϮϬϭϭĂͿũĄĚŝnjŝĂƋƵĞĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐƉŽĚĞŵƐĞƌƚĞŵƉŽ-
ƌĄƌŝĂƐ͕ĂŽĐŽŶƚƌĄƌŝŽĚĂƐŐĞŽŐƌĄĮĐĂƐ͕ƋƵĞƉĞƌŵĂŶĞĐĞŵĞdžŝƐƟŶĚŽĐŽŵŽƉĂƐƐĂƌĚŽƐĂŶŽƐ͘
WƌĞǀĞŶĚŽĞƐƐĂƐƐŝƚƵĂĕƁĞƐ͕ĂƐĞŵƉƌĞƐĂƐĚĞǀĞŵƐĞŵĂŶƚĞƌƉƌĞƉĂƌĂĚĂƐƉĂƌĂŶŽǀŽƐ
ĚĞƐĂĮŽƐ͘hŵĚĞƐƐĞƐĚĞƐĂĮŽƐĠĐŽŶƋƵŝƐƚĂƌŽƐĐŽŶƐƵŵŝĚŽƌĞƐƉĂƌĂŝŶƚĞƌĂŐŝƌĐŽŵĂŵĂƌĐĂ

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ŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ũĄƋƵĞĐĂĚĂƵŵĚĞůĞƐƉĞƌƚĞŶĐĞĂƵŵĂĐƵůƚƵƌĂĚŝĨĞƌĞŶƚĞ͕ƋƵĞƉŽĚĞŝŶ-
ŇƵĞŶĐŝĂƌŶĂƐƐƵĂƐĞƐĐŽůŚĂƐ͕ŐĞƌĂůŵĞŶƚĞƉƌŽĐƵƌĂŶĚŽƉŽƌŽƵƚƌĂƐƉĞƐƐŽĂƐĐŽŵĐĂƌĂĐƚĞƌşƐ-
ƟĐĂƐĐŽŵƵŶƐ͕ĂƐƐŝŵŐĞƌĂŶĚŽŽƐŐƌƵƉŽƐ͘WĂƌĂ'ŝŐůŝŽ;ϮϬϬϴͿ͕ĠĂƉĂƌƟƌĚĞƐƐĞƐŐƌƵƉŽƐƋƵĞ
ƐĞĚĞƚĞƌŵŝŶĂŽĐŽŵƉŽƌƚĂŵĞŶƚŽĚĂƐƉĞƐƐŽĂƐ͘KƵƚƌĂĐƵůƚƵƌĂŝŵƉŽƌƚĂŶƚĞĠĂĚĂƉƌſƉƌŝĂ
ĞŵƉƌĞƐĂ͕ĐŽŵŽƐĞƵƐǀĂůŽƌĞƐ͕ŵŝƐƐĆŽ͕ĞƐƚƌĂƚĠŐŝĂƐ͕ƋƵĞĚĞǀĞŵĞƐƚĂƌƉƌĞƐĞŶƚĞƐŶŽƐĐĂŶĂŝƐ
ĚĞĐŽŵƵŶŝĐĂĕĆŽ͕ĐŽŵŽƐĂůŝĞŶƚĂĚŽƉŽƌDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ͘ƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ
ŵŽƐƚƌĂͲƐĞĂĚĞƋƵĂĚĂ͕ƉŽŝƐĂƉƌĞƐĞŶƚĂŚŝƉĞƌůŝŶŬƐ direcionando para o seu siteŝŶƐƟƚƵĐŝŽ-
ŶĂů͕ŶŽƋƵĂůĞƐƚĆŽĚŝƐƉŽƐƚĂƐƚŽĚĂƐĂƐŝŶĨŽƌŵĂĕƁĞƐƌĞĨĞƌĞŶƚĞƐĂƐƵĂĐƵůƚƵƌĂ͘
KƐǀŝŶƚĞĞŽŝƚŽƚſƉŝĐŽƐǀĞƌŝĮĐĂĚŽƐŶŽFacebook da Coca-Cola expõem a diversi-
ĚĂĚĞĚĞŝŶƚĞƌĂĕƁĞƐĚŝƐƉŽŶŝďŝůŝnjĂĚĂƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐĐŽŵĐĂƌĂĐƚĞƌşƐƟĐĂƐƉĞƐƐŽĂŝƐ͕
ƐŝƚƵĂĐŝŽŶĂŝƐ͕ ŐĞŽŐƌĄĮĐĂƐ Ğ ĐƵůƚƵƌĂŝƐ ĚŝĨĞƌĞŶƚĞƐ͕ ĐŽŶĨŽƌŵĞ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ͕ ^Ă-
ŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕^ŽůŽŵŽŶ;ϮϬϬϴͿĞůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿ͘KƐĚŝǀĞƌƐŽƐ
ƐĞŐŵĞŶƚŽƐĚĞĐŽŶƐƵŵŝĚŽƌĞƐĞŶĐŽŶƚƌĂŵĚŝĨĞƌĞŶƚĞƐƚſƉŝĐŽƐƉĂƌĂŝŶƚĞƌĂŐŝƌ͕ĐŽŵŽŽSan
sĂůĞŶƟŶ͕ƋƵĞĠĞƐƉĞĐşĮĐŽƉĂƌĂŽƐŶĂŵŽƌĂĚŽƐ͕Žtt,^E͍͕ƋƵĞĠĨĞŝƚŽƉĂƌĂƉĞƐƐŽĂƐĚĞ
ŶĂĐŝŽŶĂůŝĚĂĚĞƐ ĚŝĨĞƌĞŶƚĞƐ͕ ĂƐƐŝŵ ĐŽŵŽ Ž Happiness Truck e o Camión Felicidad͕ ĐŽŵ
ĐŽŶƚĞƷĚŽƐƉĂƌĞĐŝĚŽƐ͕ŵĂƐŽƉƌŝŵĞŝƌŽĞŵŝŶŐůġƐĞŽƐĞŐƵŶĚŽĞŵĞƐƉĂŶŚŽů͕Ž>ŝǀĞWŽƐŝ-
ƟǀĞůLJ͕ƉĂƌĂƉĞƐƐŽĂƐŝŶƚĞƌĞƐƐĂĚĂƐĞŵƉƌĞƐĞƌǀĂĕĆŽĂŵďŝĞŶƚĂů͕ĞŽFuture Flames͕ƉĂƌĂĂƐ
ĂƉĂŝdžŽŶĂĚĂƐƉŽƌĞƐƉŽƌƚĞ͘:ĄŽƵƚƌŽƐƚſƉŝĐŽƐĐŽŵŽŽDƵƌĂů͕Home͕&ŽƚŽƐ͕sşĚĞŽƐ͕ĞŶƚƌĞ
ŽƵƚƌŽƐ͕ ĞŶƋƵĂĚƌĂŵͲƐĞ Ğŵ ǀĄƌŝŽƐ ƐĞŐŵĞŶƚŽƐ͕ ŶĆŽ ƌĞƐƚƌŝŶŐŝŶĚŽ Ă ŝĚĂĚĞ͕ ƐĞdžŽ͕ ůŽĐĂůŝnjĂ-
ĕĆŽŐĞŽŐƌĄĮĐĂ͕ĐƵůƚƵƌĂ͕ƌĞůŝŐŝĆŽ͕ƉĞƌƐŽŶĂůŝĚĂĚĞĞĚĞŵĂŝƐ͘WĂƌĂDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ͕
ƋƵĂŶĚŽƐĞƚƌĂƚĂĚĞĞŵƉƌĞƐĂƐŝŶƚĞƌŶĂĐŝŽŶĂŝƐ͕ĂĐƵůƚƵƌĂĠĞŵƉƌĞŐĂĚĂĐŽŶĨŽƌŵĞŽƉƷďůŝĐŽ
ƋƵĞĚĞǀĞƐĞƌĂƟŶŐŝĚŽ͘ƐƐĂƐƉĞĐƵůŝĂƌŝĚĂĚĞƐĨĂnjĞŵĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂŵĂŶƚĞƌͲƐĞƐĞŵ
restrições de público.
ƐƉŽƐƚĂŐĞŶƐƌĞŐƵůĂƌĞƐĚĞĨŽƚŽƐŶŽƐĄůďƵŶƐĞƐƚĆŽĐŽŶƚĞŵƉůĂĚĂƐŶĂƐĂƚƵĂůŝnjĂĕƁĞƐ͕
ĐŽŵϲŶŽǀŽƐĄůďƵŶƐĞŵĂŝƐĚĞϭϱϬŶŽǀĂƐĨŽƚŽƐĞŵƵŵĂƐĞŵĂŶĂ͘ĞĂĐŽƌĚŽĐŽŵĂƐ-
ƚĞůůƐ ;ϮϬϬϯͿ͕ Ă ŵƵůƟŵşĚŝĂ Ġ Ă ƌĞƐƉŽŶƐĄǀĞů ƉŽƌ ĞƐƐĂ ĐŽŵƵŶŝĐĂĕĆŽ ŝŶƚĞƌĂƟǀĂ Ğŵ ǀĄƌŝŽƐ
ĨŽƌŵĂƚŽƐ͕ĐŽŵŽǀşĚĞŽƐĞĨŽƚŽƐ͘ƐƐĂƌĞƉĞƌĐƵƐƐĆŽƉŽƐƐŝďŝůŝƚĂĚĂƉĞůĂtĞďϮ͘ϬĠƚƌĂƚĂĚĂ
ƉŽƌWƌŝŵŽ;ϮϬϭϭďͿĐŽŵŽŽƋƵĞƉŽƚĞŶĐŝĂůŝnjĂŽƐƚƌĂďĂůŚŽƐĞƚƌŽĐĂƐĐŽůĞƟǀĂƐ͕ĂƐƐŝŵĐŽŵŽ
a construção social de conhecimento.
 ŝŵƉŽƌƚĂŶƚĞ ƐĂůŝĞŶƚĂƌ ƋƵĞ͕ ƉĂƌĂ ĚŝƐƉŽŶŝďŝůŝnjĂƌ ĂŽƐ ĐŽŶƐƵŵŝĚŽƌĞƐ ƵŵĂ ƉĄŐŝŶĂ
em um site de redes sociais como o Facebook͕ŶĂƋƵĂůĞůĞƐďƵƐĐĂŵĞŝŶƚĞƌĂŐĞŵĐŽŵ
ĂƐŝŶĨŽƌŵĂĕƁĞƐĚŝƐƉŽƐƚĂƐ͕ĠƉƌĞĐŝƐŽĚĞƉĞƐƐŽĂƐĐŽŵƉĞƚĞŶƚĞƐ͕ƋƵĞĐŽŶŚĞĕĂŵĚĞƐĚĞĂƐ
ŝŶŇƵġŶĐŝĂƐĂƚĠŽĂƚŽĚĞĐŽŵƉƌĂƉĞůŽĐŽŶƐƵŵŝĚŽƌ͘EŽƚĂͲƐĞĞƐƐĂĂƚĞŶĕĆŽŶĂŵĂŝŽƌŝĂĚŽƐ
ƚſƉŝĐŽƐĚĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ͕ƐĞŵƉƌĞƋƵĞƐƟŽŶĂŶĚŽĞĚĞŝdžĂŶĚŽŽƐĨĆƐŝŶƚĞƌĞƐƐĂĚŽƐ
ĞŵƉĂƌƟĐŝƉĂƌ͘ƐƐĞŝŶƚĞƌĞƐƐĞĚĞǀĞƐĞƌĐŽŶƐƚĂŶƚĞ͕ƉŽŝƐ͕ƐĞŐƵŶĚŽ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕
ŽĨĂƚŽĚĞƉĞƌƚĞŶĐĞƌĂƵŵĂĐŽŵƵŶŝĚĂĚĞ͕ƐĞũĂĞůĂǀŝƌƚƵĂůŽƵŶĆŽ͕ŶĆŽĠŶĞĐĞƐƐĄƌŝŽƉĂƌĂ
ĂƐŽďƌĞǀŝǀġŶĐŝĂ͕ŵĂƐƐŽŵĞŶƚĞƉĂƌĂƐƵƉƌŝƌƵŵĂŶĞĐĞƐƐŝĚĂĚĞĂĚŝĐŝŽŶĂůĚŽƐĞƌŚƵŵĂŶŽ͘

ϲ͘ϮWŽƐƚĂŐĞŶƐĞdžĞĐƵƚĂĚĂƐƉĞůĂŽĐĂͲŽůĂ

WĂƌƟŶĚŽ ĂŐŽƌĂ ƉĂƌĂ ƵŵĂ ĂŶĄůŝƐĞ ĚĞ ƚŽĚĂƐ ĂƐ ŝŶƚĞƌĂĕƁĞƐ ĚĂ ŽĐĂͲŽůĂ Ğŵ ƐĞƵ
ŵƵƌĂů͕ŶŽƚĂͲƐĞƋƵĞ͕ŶŽƐĚŝĂƐϭϳĞϮϭĚĞũƵůŚŽĚĞϮϬϭϭ͕ĚŽŵŝŶŐŽĞƋƵŝŶƚĂͲĨĞŝƌĂƌĞƐƉĞĐƟ-
ǀĂŵĞŶƚĞ͕ŶĆŽŚŽƵǀĞƉŽƐƚĂŐĞŶƐ͕ĂƉĞŶĂƐĚŽŝƐĚŝĂƐĚŽƐƐĞƚĞŽďƐĞƌǀĂĚŽƐ͘EŽƐŽƵƚƌŽƐĐŝŶĐŽ

50 | Faculdades Integradas de Taquara - Faccat

ĚŝĂƐ͕ĨŽŝĐŽŶƐƚĂƚĂĚŽƵŵƚŽƚĂůĚĞŽŝƚŽƉŽƐƚĂŐĞŶƐĞŵĚƵĂƐůşŶŐƵĂƐ͕ƐĞŶĚŽĚƵĂƐĚĞůĂƐĞŵ
ŝŶŐůġƐĞƐĞŝƐĞŵƉŽƌƚƵŐƵġƐ͘ŶƚƌĞƚŽĚŽƐ͕ŽĚŝĂϮϬĚĞũƵůŚŽ͕ƵŵĂƋƵĂƌƚĂͲĨĞŝƌĂ͕ĨŽŝŽƋƵĞ
ĂƉƌĞƐĞŶƚŽƵŵĂŝƐƉŽƐƚĂŐĞŶƐ͕ĚƵĂƐĚĞůĂƐĞŵƉŽƌƚƵŐƵġƐĞƵŵĂĞŵŝŶŐůġƐ͘ƐƐĂĐŽŶƐƚĂŶƚĞ
ĂƚƵĂůŝnjĂĕĆŽĠƌĞĐŽŵĞŶĚĂĚĂƉŽƌ'ŝŐůŝŽ;ϮϬϬϴͿ͕ƉŽƌƐĞƌƵŵĂŽƉŽƌƚƵŶŝĚĂĚĞĚĞŵĂŶƚĞƌŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐĞŵƐŝŶƚŽŶŝĂĐŽŵĂƐŶŽǀŝĚĂĚĞƐŽĨĞƌĞĐŝĚĂƐƉĞůĂĞŵƉƌĞƐĂ͕ƉŽĚĞŶĚŽ͕ĚĞƐƐĂ
ĨŽƌŵĂ͕ǀŝƌĂĐŽŶƐƵŵŝƌŽƐƉƌŽĚƵƚŽƐĂƉƌĞƐĞŶƚĂĚŽƐƉŽƌŵĞŝŽĚĞƐƐĞƐĐĂŶĂŝƐ͘:ĄƐŽďƌĞĂƐůşŶ-
ŐƵĂƐĞŵƋƵĞĂƐƉŽƐƚĂŐĞŶƐĨŽƌĂŵĨĞŝƚĂƐ͕ŶŽƚŽƵͲƐĞƋƵĞƉŽĚĞƌŝĂŵƐĞƌŵĞůŚŽƌƚƌĂďĂůŚĂĚĂƐ
ƉĞůĂĞŵƉƌĞƐĂ͕ũĄƋƵĞŶĆŽŚĄƵŵĂĚŝǀŝƐĆŽĞƐĐůĂƌĞĐŝĚĂƉĂƌĂĐĂĚĂůŝŶŐƵĂŐĞŵ͘/ƐƐŽƉŽĚĞ͕
ĐŽŶĨŽƌŵĞ<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿ͕ůĞǀĂƌăŝŶĐŽŵƉƌĞĞŶƐĆŽŶĂĐŽŵƵŶŝĐĂĕĆŽ͕ŽƋƵĞƚĂŵďĠŵĠ
ĂďŽƌĚĂĚŽ ƉŽƌ ůĂĐŬǁĞůů͕ DŝŶŝĂƌĚ Ğ ŶŐĞů ;ϮϬϬϵͿ ĐŽŵŽ ƉƌŽďůĞŵĂƐ ƋƵĞ ŶĞĐĞƐƐŝƚĂŵ ƐĞƌ
superados para evitar gafes.
EŽƋƵĞƚĂŶŐĞĂŽƐŚŽƌĄƌŝŽƐĚĂƐŵĞŶƐĂŐĞŶƐ͕ĂŵĂŝŽƌŝĂĐŽŶƚŽƌŶŽƵŽŵĞŝŽͲĚŝĂ͘ƉĞ-
ŶĂƐƵŵĂĚĞůĂƐĨŽŝƌĞŐŝƐƚƌĂĚĂĂƉſƐĂƐĚĞnjĞŶŽǀĞŚŽƌĂƐ͕ƐĞŶĚŽƚŽĚĂƐŵƵŝƚŽďĞŵĂĐĞŝƚĂƐ
ŶĞƐƐĞƐŚŽƌĄƌŝŽƐ͕ŐĞƌĂŶĚŽǀĄƌŝĂƐŝŶƚĞƌĂĕƁĞƐƉŽƌƉĂƌƚĞĚŽƐĨĆƐ͘EĂƐƉŽƐƚĂŐĞŶƐ͕ŽŶƷŵĞ-
ƌŽ ĚĞ ƉĞƐƐŽĂƐ ƋƵĞ ĐŽŵĞŶƚĂƌĂŵ ĚĞŵŽŶƐƚƌŽƵͲƐĞ ŵĞŶŽƌ ĚŽ ƋƵĞ ĂƋƵĞůĂƐ ƋƵĞ ĐƵƌƟƌĂŵ͕
e esses dois muito inferiores ao total de pessoas inscritas na página da Coca-Cola. Isso
ĐŽŵƉƌŽǀĂ Ă ĂƌŐƵŵĞŶƚĂĕĆŽ ĚĞ <ĂƌƐĂŬůŝĂŶ ;ϮϬϬϵͿ͕ ƋƵĞ ŝŶĐůƵŝ ŶĂƐ ĐĂƌĂĐƚĞƌşƐƟĐĂƐ ĚĞ Ƶŵ
ŐƌƵƉŽĚĞƉĞƐƐŽĂƐŽůşĚĞƌ͕ƋƵĞƉŽĚĞƐĞƌĚĞƐƚĂĐĂĚŽĐŽŵŽŝŶŇƵĞŶĐŝĂĚŽƌ͕ĚĞŵŽŶƐƚƌĂĚŽĂƋƵŝ
pelas pessoas que curtem e principalmente por aquelas que comentam as mensagens
ƉƵďůŝĐĂĚĂƐƉĞůĂĞŵƉƌĞƐĂ͘ŵĂŝŽƌŝĂĚĂƐƉĞƐƐŽĂƐĞƐƚĄĞŶƋƵĂĚƌĂĚĂŶŽƌĞƐƚĂŶƚĞĚŽŐƌƵƉŽ͕
ĂƐƋƵĂŝƐ͕ƉĂƌĂŽƐƚĂ;ϮϬϬϴͿ͕ƐĞĐŽŵƉŽƌƚĂŵĐŽŵŽƉĂƐƐŝǀĂƐĞƐŽŵĞŶƚĞƌĞĐĞďĞŵĞƵƐƵ-
ĨƌƵĞŵĚĂƐŝŶĨŽƌŵĂĕƁĞƐĞĂĐŽŵƉĂŶŚĂŵŽƋƵĞĂĐŽŶƚĞĐĞ͕ĚĞŝdžĂŶĚŽƉĂƌĂƉŽƵĐŽƐĂŐĞƌĂĕĆŽ
ĚĞĐŽŶƚĞƷĚŽ͘DĂƐĂŵďĂƐ͕ƐĞŐƵŶĚŽ^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĞƐƚĆŽŝŶƐĐƌŝƚĂƐƉĂƌĂƐĂƟƐĨĂnjĞƌƐƵĂƐ
ŶĞĐĞƐƐŝĚĂĚĞƐĚĞŝŶĨŽƌŵĂĕƁĞƐĞĚĞƐĞũŽƐĚĞƉĞƌƚĞŶĐŝŵĞŶƚŽĞƉŽƌŝƐƐŽƐĆŽĐŽŶƐŝĚĞƌĂĚĂƐ
consumidoras.
ŽŵƌĞůĂĕĆŽăƐƉŽƐƚĂŐĞŶƐ͕ŶĞŶŚƵŵĂŝŶĐůƵŝƵĨŽƚŽĐŽŵŽĂŶĞdžŽĞĂƉĞŶĂƐƵŵĂŵĞŶ-
ƐĂŐĞŵ͕ƉŽƐƚĂĚĂĞŵŝŶŐůġƐ͕ĐŽŶƚŽƵĐŽŵƵŵǀşĚĞŽĚŽYoutube ŝŶƟƚƵůĂĚŽƌŝŶŬŝŶŐŽĐĂͲŽůĂ
ƌŽƵŶĚƚŚĞtŽƌůĚ. Essa interligação com outros sites disponibilizada pelo FacebookĠ͕ƉĂƌĂ
<ŝƌŬƉĂƚƌŝĐŬ;ϮϬϭϭͿ͕ŽƋƵĞĨĞnjĞdžƉĂŶĚŝƌĂƐƵĂĂƚƵĂĕĆŽ͘ŐƌĞŐĂĚĂĂŽǀşĚĞŽ͕ĂŵĞŶƐĂŐĞŵ
ƋƵĞ ƋƵĞƐƟŽŶĂ ŽƐ ĐŽŶƐƵŵŝĚŽƌĞƐ ƉĞƌŐƵŶƚĂŶĚŽ ƉĂƌĂ ŽŶĚĞ ŝƌŝĂŵ ƚĞǀĞ Ϯϳϱϵ ĐƵƌƟĚŽƌĞƐ Ğ
ϯϴϮĐŽŵĞŶƚĄƌŝŽƐ͘hŵĂĞƐƚƌƵƚƵƌĂŝŶƚĞŐƌĂĚĂĚĞĨƵŶĐŝŽŶĂůŝĚĂĚĞƐĞĐŽŶƚĞƷĚŽƐĐŽŵŽĞƐƐĂ
ƐŽŵĞŶƚĞƉĂƐƐŽƵĂƐĞƌĂƉƌĞƐĞŶƚĂĚĂ͕ĚĞĂĐŽƌĚŽĐŽŵWƌŝŵŽ;ϮϬϭϭďͿ͕ĐŽŵŽƐƵƌŐŝŵĞŶƚŽĚĂ
tĞďϮ͘Ϭ͘
 ŵĞƐŵĂ ŵĞŶƐĂŐĞŵ ƋƵĞ ĂƉƌĞƐĞŶƚŽƵ Ž ŵĂŝŽƌ ŶƷŵĞƌŽ ĚĞ ĐƵƌƟĚŽƌĞƐ ĨŽŝ Ă ƋƵĞ
ƚĞǀĞ Ă ŵĂŝŽƌ ƋƵĂŶƟĚĂĚĞ ĚĞ ĐŽŵĞŶƚĄƌŝŽƐ͕ ƚĂŶƚŽ ŶĂƐ ƉŽƐƚĂŐĞŶƐ Ğŵ ŝŶŐůġƐ ƋƵĂŶƚŽ ŶĂƐ
ĞŵƉŽƌƚƵŐƵġƐ͘KƚĞdžƚŽĞŵŝŶŐůġƐ͕ĐŽŵϵϱϴϲĐƵƌƟĚŽƌĞƐĞϲϮϱĐŽŵĞŶƚĄƌŝŽƐ͕ĂƉƌĞƐĞŶƚĂ
ǀĄƌŝŽƐǀĞƌďŽƐ͘:ĄĂƉŽƐƚĂŐĞŵĞŵƉŽƌƚƵŐƵġƐ͕ĐŽŵϭϳϲϰĐƵƌƟĚŽƌĞƐĞϭϬϯĐŽŵĞŶƚĄƌŝŽƐ͕
ĨĂůĂƐŽďƌĞŽĐŽŵƉĂƌƟůŚĂŵĞŶƚŽĚŽƉƌŽĚƵƚŽŽĐĂͲŽůĂĞĚĞĐŽŝƐĂƐďŽĂƐĐŽŵĂƐƉĞƐƐŽĂƐ
ĚĞƋƵĞŐŽƐƚĂŵŽƐ͘ƉĂƌƟƌĚŽƐĐŽŵĞŶƚĄƌŝŽƐĚĞƐƚĂƷůƟŵĂ͕ĮĐĂĐůĂƌĂĂƌĞůĂĕĆŽĚĞĐŽŶƐƵŵŽ
ĚŽƐƉƌŽĚƵƚŽƐĚĂŽĐĂͲŽůĂƉĞůŽƐŝŶƐĐƌŝƚŽƐĞŵƐƵĂƉĄŐŝŶĂ͕ũĄƋƵĞŽƐĨĆƐŵŽƐƚƌĂŵƋƵĞ
ƌĞĂůŵĞŶƚĞĐŽŶƐŽŵĞŵĞŐŽƐƚĂŵĚĞŽĐĂͲŽůĂ͕ĞƐĐƌĞǀĞŶĚŽƋƵĞĂďĞďŝĚĂŶĆŽĠƉĂƌĂƐĞƌ
ĐŽŵƉĂƌƟůŚĂĚĂ͕ŵĂƐĐŽŶƐƵŵŝĚĂƉĞůŽƉƌſƉƌŝŽĨĆ͘
KďƐĞƌǀĂŶĚŽ ĂƐ ƐĞŝƐ ŵĞŶƐĂŐĞŶƐ ƉŽƐƚĂĚĂƐ Ğŵ ůşŶŐƵĂ ƉŽƌƚƵŐƵĞƐĂ͕ ƚŽĚĂƐ ĐŽŶƚġŵ
ƚĞdžƚŽ͘EŽĞŶƚĂŶƚŽ͕ƐŽŵĞŶƚĞƚƌġƐƚƌĂnjĞŵŚŝƉĞƌůŝŶŬ͗ĐĂĚĂƵŵĚŝƌĞĐŝŽŶĂƉĂƌĂƵŵĚĞƐƟŶŽ

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 51

ĚŝĨĞƌĞŶƚĞ͕ƵŵĚĞůĞƐƉĂƌĂŽĞǀĞŶƚŽƉƷďůŝĐŽƐƚƷĚŝŽDſǀĞůŽĐĂͲŽůĂ dentro do próprio
Facebook͕ ŽƵƚƌŽ ƉĂƌĂ Ž site ƐƚƷĚŝŽ DſǀĞů ŽĐĂͲŽůĂ e o terceiro para o site Semana
KƟŵŝƐŵŽYƵĞdƌĂŶƐĨŽƌŵĂ.
&ŽƌĂŵƐŽŵĞŶƚĞĞŵĚƵĂƐŵĞŶƐĂŐĞŶƐ͕ĂŵďĂƐƋƵĞƚƌĂƚĂŵƐŽďƌĞŽĂƐƐƵŶƚŽƐƚƷĚŝŽ
DſǀĞůŽĐĂͲŽůĂ͕ƋƵĞĂĞŵƉƌĞƐĂĚĞŝdžŽƵĐŽŵĞŶƚĄƌŝŽƐũƵŶƚŽĐŽŵŽƐƐĞƵƐĨĆƐƉĂƌĂƌĞƐƉŽŶ-
ĚĞƌŽƐƐĞƵƐƋƵĞƐƟŽŶĂŵĞŶƚŽƐ͘EĂƉƌŝŵĞŝƌĂ͕ĂůŐƵŶƐĚŽƐĐŽŵĞŶƚĄƌŝŽƐŝŶĚĂŐĂŵŽƉŽƌƋƵġ
ĚĂƌĞƐƚƌŝĕĆŽĚĞŝĚĂĚĞĞƋƵĂůŽŵŽƟǀŽĚĂĞƐĐŽůŚĂĚŽZŝŽĚĞ:ĂŶĞŝƌŽƉĂƌĂĂƌĞĂůŝnjĂĕĆŽĚĂ
ação. A empresa explica que o local foi escolhido por ser a sede do Rock in Rio͕ŵĂƐŶĆŽ
ƌĞƐƉŽŶĚĞƐŽďƌĞĂƋƵĞƐƚĆŽĚĂĨĂŝdžĂĞƚĄƌŝĂ͘EĂƐĞŐƵŶĚĂ͕ĐŽŶƟŶƵĂŵŽƐĐŽŵĞŶƚĄƌŝŽƐƐŽďƌĞ
ĂŝĚĂĚĞĞĂĐƌĞƐĐĞŶƚĂŵͲƐĞĂůŐƵŶƐƐŽďƌĞŽŚŽƌĄƌŝŽ͕ƋƵĞŶĆŽĨŽŝĚĞƐĐƌŝƚŽŶĂƉŽƐƚĂŐĞŵ͘
ŽĐĂͲŽůĂƌĞƐƉŽŶĚĞƋƵĞŽĞůĞŶĐŽƉĂƌĂĂŐƌĂǀĂĕĆŽĨŽŝĞƐƟƉƵůĂĚŽĞŶƚƌĞƚƌĞnjĞĞǀŝŶƚĞĞ
ĐŝŶĐŽĂŶŽƐĞĐŽůŽĐĂƋƵĞĂĚŝƐƚƌŝďƵŝĕĆŽĚĂƐƐĞŶŚĂƐƐĞƌĄĨĞŝƚĂĂƉĂƌƟƌĚĂƐƐĞƚĞŚŽƌĂƐĚĂ
ŵĂŶŚĆ͘>ĠǀLJ;ϮϬϭϬͿĂƌŐƵŵĞŶƚĂƋƵĞĂŝŶƚĞƌĂƟǀŝĚĂĚĞƉƌŽƉŽƌĐŝŽŶĂĚĂƉĞůĂƐƌĞĚĞƐƐŽĐŝĂŝƐ
ƐĞĚĄĐŽŵĂƉĂƌƟĐŝƉĂĕĆŽĂƟǀĂĚĂƐƉĞƐƐŽĂƐ͕ŽƋƵĞŽƐƚĂ;ϮϬϬϴͿĐŽŵƉůĞŵĞŶƚĂĚŝnjĞŶĚŽ
ƋƵĞĞůĂƚƌĂnjƵŵĂĚŝǀĞƌƐŝĚĂĚĞĚĞŽƉĕƁĞƐƋƵĞƉŽĚĞŵĐŽŶĨƵŶĚŝƌĞĂƚĠĚŝǀŝĚŝƌĂĂƚĞŶĕĆŽĚĂƐ
ƉĞƐƐŽĂƐ͘/ƐƐŽĂĐŽŶƚĞĐĞƋƵĂŶĚŽĂĐŽŵƵŶŝĐĂĕĆŽĠĨĞŝƚĂƐĞŵƵŵƉůĂŶĞũĂŵĞŶƚŽĞƐƚƌĂƚĠŐŝĐŽ
ĂŶƚĞƐĚĂĂĕĆŽ͘EŽĐĂƐŽĚĂŽĐĂͲŽůĂ͕ŝĚĞŶƟĮĐŽƵͲƐĞŽƉƌŽďůĞŵĂŶĂĚĞŵŽƌĂĚĂƐƌĞƐƉŽƐ-
ƚĂƐ͕ŽƋƵĞŐĞƌŽƵǀĄƌŝŽƐĐŽŵĞŶƚĄƌŝŽƐƋƵĞƐƟŽŶĂŶĚŽƐŽďƌĞŽŵĞƐŵŽĂƐƐƵŶƚŽ͘
dĞƌƌĂ ;ϮϬϭϭͿ ĞƐĐůĂƌĞĐĞ ƋƵĞ Ġ ƉƌĞĐŝƐŽ ĚĂƌ ĐŽŶƟŶƵŝĚĂĚĞ ĚŝĄƌŝĂ ŶĂƐ ĂƚƵĂůŝnjĂĕƁĞƐ
ƋƵĂŶĚŽƐĞƚƌĂƚĂĚĞŝŶƚĞƌŶĞƚ͕ŝŶƚĞƌůŝŐĂŶĚŽĂƐĂĕƁĞƐĐŽŵŽƵƚƌŽƐǀĞşĐƵůŽƐĚĞĐŽŵƵŶŝĐĂĕĆŽ͘
WĂƌĂĂĂƵƚŽƌĂ͕ĠĂƚƌĂǀĠƐĚĞƐƐĞŵĞŝŽƋƵĞĂƐĞŵƉƌĞƐĂƐƉŽĚĞŵĚĞŵŽŶƐƚƌĂƌƐƵĂƚƌĂŶƐƉĂ-
ƌġŶĐŝĂ͕ĂůĠŵĚĞĨĂnjĞƌĚŝǀƵůŐĂĕƁĞƐĞĂƚĠĐŽŶƐƚƌƵŝƌƐƵĂƌĞƉƵƚĂĕĆŽ͘DŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ
ĐŽŵƉůĞƚĂŵƋƵĞĂŝŶƚĞƌŶĞƚƉŽĚĞŝŶŇƵĞŶĐŝĂƌĂŵĂŶĞŝƌĂĚĞǀŝǀĞƌĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ĞƐƐĞ
ŵŽĚŽ͕ĐŽŵŽƐƌĞƐƵůƚĂĚŽƐĂƉƵƌĂĚŽƐŶĂƐƉŽƐƚĂŐĞŶƐŶŽŵƵƌĂůĚĂŽĐĂͲŽůĂ͕ŶŽƚĂͲƐĞƋƵĞ
ŵƵŝƚĂƐƉĞƐƐŽĂƐĐŽŶƐŽŵĞŵƐĞƵƐƉƌŽĚƵƚŽƐĞ͕ĂĐŝŵĂĚĞƚƵĚŽ͕ƐĆŽŝŶŇƵĞŶĐŝĂĚĂƐƉŽƌĞůĂ͕
ĂůĠŵĚĞƐĞƌĞŵŝĚĞŶƟĮĐĂĚĂƐƉŽƐƐŝďŝůŝĚĂĚĞƐĚĞĚĞƐĐŽďĞƌƚĂĚŽƉĞƌĮůĚŽĐŽŶƐƵŵŝĚŽƌ͕ŽƋƵĞ
ĂũƵĚĂŶĂƐŽůƵĕĆŽĚŽƐƉƌŽďůĞŵĂƐƋƵĞƉŽƐƐĂŵǀŝƌĂƐĞƌĂƉƌĞƐĞŶƚĂĚŽƐ͘

ϲ͘ϯWŽƐƚĂŐĞŶƐĞdžĞĐƵƚĂĚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐ

ƵƌĂŶƚĞŽƉĞƌşŽĚŽĚĞŽďƐĞƌǀĂĕĆŽ͕ŶĆŽŚŽƵǀĞƵŵĚŝĂĞŵƋƵĞŶĆŽŚŽƵǀĞƐƐĞƌĞ-
ŐŝƐƚƌŽĚĞƉŽƐƚĂŐĞŵƉŽƌƉĂƌƚĞĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ƐĞŶĚŽĂƐĚĂƚĂƐĚĞϭϴĞϮϯĚĞũƵůŚŽĚĞ
ϮϬϭϭĂƐƋƵĞƟǀĞƌĂŵŵĞŶŽƐŝŶƚĞƌĂĕƁĞƐ͕ĐŽŵĂƉĞŶĂƐƋƵĂƚƌŽĞŵĐĂĚĂĚŝĂ͘KƐƚƌġƐĚŝĂƐ
ĐŽŵŵĂŝƐŝŶƐĞƌĕƁĞƐĚĞĐŽŶƚĞƷĚŽ͕ϭϵ͕ϮϭĞϮϮĚĞũƵůŚŽ͕ƚŽĚŽƐĚŝĂƐĚĞƐĞŵĂŶĂ͕ĐŽŶƚĂƌĂŵ
ĐŽŵŽĚŽďƌŽĚĞŝŶƚĞƌĂĕƁĞƐ͕ĐŚĞŐĂŶĚŽĂŽŝƚŽ͘ƉĂƌƟƌĚĞƐƐĞƐĐŽŵƉĂƌƟůŚĂŵĞŶƚŽƐĞĚĂ
ƉĞƌƐŽŶĂůŝĚĂĚĞĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿĂĮƌŵĂƋƵĞƐĞĐŽŶƐĞŐƵĞĞƐƚĂďĞůĞĐĞƌ
ĐĞƌƚŽƐ ĞƐĐůĂƌĞĐŝŵĞŶƚŽƐ ƉĂƌĂ ĐŽŵƉƌĞĞŶĚĞƌ ŵĞůŚŽƌ ĐĂĚĂ Ƶŵ ĚĞůĞƐ͘ 'ŝŐůŝŽ ;ϮϬϬϴͿ ĐŽŵ-
ƉůĞƚĂĚŝnjĞŶĚŽƋƵĞ͕ƋƵĂŶĚŽƐĞĞƐƚƵĚĂŵŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ĮĐĂĐůĂƌŽƋƵĞĞůĞƐƐĆŽƷŶŝĐŽƐ
ĞŵƐƵĂĞƐƐġŶĐŝĂ͕ŵĂƐƋƵĞƚĂŵďĠŵƉŽĚĞŵƉĞƌƚĞŶĐĞƌĂƵŵŐƌƵƉŽĐŽŵƉĞĐƵůŝĂƌŝĚĂĚĞƐ
ƐŝŵŝůĂƌĞƐ͘/ƐƐŽĂĐŽŶƚĞĐĞĐŽŵŽƐŝŶƐĐƌŝƚŽƐŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂ͕ƋƵĞƚġŵĞŵĐŽŵƵŵŽ
fato de pertencer a uma mesma comunidade virtual.
EŽƐƐĞƚĞĚŝĂƐĚĞŽďƐĞƌǀĂĕĆŽ͕ĨŽŝƌĞŐŝƐƚƌĂĚŽƵŵƚŽƚĂůĚĞϰϯƉƵďůŝĐĂĕƁĞƐƉĞůŽƐĨĆƐ
ďƌĂƐŝůĞŝƌŽƐŶŽŵƵƌĂůĚĂŽĐĂͲŽůĂ͘ĞƐƐĂƐ͕ϯϳĨŽƌĂŵĚĞĐŽŶƐƵŵŝĚŽƌĞƐĚŝĨĞƌĞŶƚĞƐ͘dŽĚĂ

52 | Faculdades Integradas de Taquara - Faccat

ĞƐƐĂĞůĂďŽƌĂĕĆŽĞĂƉƌŽĐƵƌĂĚĞŝŶĨŽƌŵĂĕƁĞƐƉĂƌĂŝŶƚĞƌĂŐŝƌŶĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ƉĂƌĂdŽƌƌĞƐ
;ϮϬϬϵͿ͕ƐĆŽĨĞŝƚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐ;ĐƵƌƟĚŽƌĞƐͿ͘ŵĂŝŽƌŝĂĚĂƐŵĞŶƐĂŐĞŶƐĨŽŝŽƌŝŐŝŶĂ-
ĚĂƉĞůŽƐĨĆƐĚĂĐŝĚĂĚĞĚĞ^ĆŽWĂƵůŽͲ^W͕ƉĞƌĨĂnjĞŶĚŽƵŵƚŽƚĂůĚĞŽŝƚŽ͕ƐĞŐƵŝĚĂƉĞůŽZŝŽ
ĚĞ:ĂŶĞŝƌŽͲZ:ĞdĞƌĞƐŝŶĂͲW/͕ĂŵďĂƐĐŽŵƋƵĂƚƌŽƉŽƐƚĂŐĞŶƐ͘
Na página da Coca-Cola no Facebook͕ĐŽŶĨŽƌŵĞdĞůůĞƐ;ϮϬϭϬͿ͕ŽƐĨĆƐƉƌĞƐƚĂŵŚŽ-
menagens por meio de sites͕ĨŽƚŽƐĞƚĞdžƚŽƐƋƵĞĞůĞƐƉƌſƉƌŝŽƐĐƌŝĂŵ͕ŽƋƵĞƉƀĚĞƐĞƌǀŝƐƚŽ
ŶŽƐĚĂĚŽƐůĞǀĂŶƚĂĚŽƐ͘dŽĚĂƐĂƐĐƌŝĂĕƁĞƐƉŽƐƚĂĚĂƐƉĞůŽƐĨĆƐĐŽŶƟŶŚĂŵƚĞdžƚŽ͕ŵĂƐ͕ĞŶƚƌĞ
ĞůĂƐ͕ƐŽŵĞŶƚĞƵŵĂĂƉƌĞƐĞŶƚŽƵƵŵŚŝƉĞƌůŝŶŬ e outra citou três usuários do Facebook. No
ƋƵĞƐĞƌĞĨĞƌĞăƐƉŽƐƚĂŐĞŶƐĐŽŵĂŶĞdžŽƐ͕ƐĞĂƉƵƌĂĚĂƐĂƐĐŽŵĨŽƚŽƐ͕ĨŽƌĂŵŝŶĐůƵşĚĂƐƚƌġƐ
ŵĞŶƐĂŐĞŶƐ Ğŵ ĚŝĂƐ ĚŝĨĞƌĞŶƚĞƐ͘ ^ĞŐƵŶĚŽ ^ŽůŽŵŽŶ ;ϮϬϬϴͿ͕ ƚŽĚĂƐ ĞƐƐĂƐ ŝŶƚĞƌĂĕƁĞƐ ƐĆŽ
ĨĞŝƚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐƉĂƌĂŵĂŶƚĞƌƵŵĂƌĞůĂĕĆŽƐŽĐŝĂůĐŽŵĂĞŵƉƌĞƐĂĞŵƋƵĞƐƚĆŽ͕
podendo ser privilegiados com informações exclusivas do canal.
ƉĂƌƟƌĚĞƚŽĚĂƐĂƐƉŽƐƚĂŐĞŶƐ͕ĚŽƐĐŽŵĞŶƚĄƌŝŽƐĞĚĂůŝŶŐƵĂŐĞŵƵƟůŝnjĂĚĂ͕ŝĚĞŶ-
ƟĮĐĂͲƐĞƋƵĞĂŵĂŝŽƌŝĂĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐŝŶƐĐƌŝƚŽƐŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂƉĞƌƚĞŶĐĞă
'ĞƌĂĕĆŽz͕ƋƵĞ͕ƐĞŐƵŶĚŽDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿĞůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů;ϮϬϬϵͿ͕
ĐŽŶƚĞŵƉůĂŽƐĂĚŽůĞƐĐĞŶƚĞƐĞŽƐũŽǀĞŶƐĂĚƵůƚŽƐ͘dƌĂƚĂͲƐĞĚĞƵŵŐƌƵƉŽƋƵĞƚŽŵĂƐƵĂƐĚĞ-
ĐŝƐƁĞƐĞũĄĞƐƚĄĨĂŵŝůŝĂƌŝnjĂĚŽĐŽŵĂƐƚĞĐŶŽůŽŐŝĂƐĞŵĞƌŐĞŶƚĞƐĞĐŽŵĂŝŶƚĞƌŶĞƚ͕ŐĞƌĂŶĚŽ
uma grande demanda para o mercado de entretenimento e demais produtos desenvol-
vidos para esse público.
WĂƌĂ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕ŽĐŽŶƐƵŵŝĚŽƌĚĂĂƚƵĂůŝĚĂĚĞƚĞŵŵƵŝƚĂƐĨĂĐĞƚĂƐ͕
ƉŽĚĞŶĚŽ ĂƉƌŽǀĞŝƚĂƌ ĂƐ ƵƟůŝĚĂĚĞƐ ĚĂ ŝŶƚĞƌŶĞƚ ŶŽ ƐĞƵ ĐŽƟĚŝĂŶŽ͕ ƚĂŶƚŽ ƉĂƌĂ ƚƌĂďĂůŚĂƌ
ĐŽŵŽƉĂƌĂĞƐƚƵĚĂƌĐŽŵŽƚĂŵďĠŵƉĂƌĂďƵƐĐĂƌŝŶĨŽƌŵĂĕƁĞƐĞƐĞƌĞůĂĐŝŽŶĂƌĐŽŵŽƵƚƌĂƐ
ƉĞƐƐŽĂƐ͘ƐŵĞŶƐĂŐĞŶƐĐŽŵƉĂƌƟůŚĂĚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐƌĞƉƌĞƐĞŶƚĂŵĂƐƐƵĂƐǀŽŶƚĂ-
ĚĞƐ͕ŽƐƐĞƵƐĂŶƐĞŝŽƐĞĂƌĞůĂĕĆŽƋƵĞĞůĞƐƚġŵĐŽŵĂŵĂƌĐĂŽĐĂͲŽůĂ͕ŽƋƵĞ͕ĐŽŶĨŽƌŵĞ
^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĨĂnjŽĐŽŶƐƵŵŝĚŽƌŵĂŶƚĞƌƵŵĂƌĞůĂĕĆŽƐŽĐŝĂůĐŽŵĂĞŵƉƌĞƐĂ͕ƉĞƌŵŝƟŶ-
do para essas comunidades tornarem-se fontes de pesquisa e consulta. Observando as
ƉŽƐƚĂŐĞŶƐ͕ĚĞƐƚĂĐŽƵͲƐĞƋƵĞĂƌĞůĂĕĆŽĚĞĐŽŶƐƵŵŽĞŶƚƌĞŽĨĆĞĂŽĐĂͲŽůĂĞƐƚĄƉƌĞƐĞŶƚĞ
na página da empresa.
dĂŵďĠŵĞdžŝƐƚĞŵĂůŐƵŵĂƐƉŽƐƚĂŐĞŶƐƋƵĞƌĞƉƌĞƐĞŶƚĂŵĂƌĞůĂĕĆŽĚĞƉĂŝdžĆŽƋƵĞ
ŽƐŝŶƐĐƌŝƚŽƐƚġŵƉĞůĂŵĂƌĐĂĞƉĞůŽƐƉƌŽĚƵƚŽƐĚĂŽĐĂͲŽůĂ͘KĨĂƚŽĚĞĂƋƵĂŶƟĚĂĚĞĚĞ
ƉŽƐƚĂŐĞŶƐĐŽŵĞƐƐĂĐĂƌĂĐƚĞƌşƐƟĐĂƐĞƌƉĞƋƵĞŶĂƉŽĚĞƐĞƌĞdžƉůŝĐĂĚĂƉŽƌDŽǁĞŶĞDŝŶŽƌ
;ϮϬϬϯͿ͕ƋƵĞĞƐĐůĂƌĞĐĞŵƋƵĞĂƐƉĞƐƐŽĂƐƐĆŽĚŝƐƟŶƚĂƐƵŵĂƐĚĂƐŽƵƚƌĂƐ͕ƋƵĞĂůŐƵŵĂƐĚĞ-
ƌĂŵŵĂŝƐǀĂůŽƌĂŽĐĂͲŽůĂĚŽƋƵĞŽƵƚƌĂƐ͘WĂƌĂŽƐĂƵƚŽƌĞƐ͕ŝƐƐŽƌĞŇĞƚĞŶĂŝŶƚĞŐƌĂĕĆŽĚŽƐ
ĐŽŶƐƵŵŝĚŽƌĞƐĐŽŵĂĞŵƉƌĞƐĂ͗ƋƵĂŶƚŽŵĂŝƐŝŶƚĞŐƌĂĚĂ͕ŵĂŝŽƌĂŵŽƟǀĂĕĆŽĚŽƐĐŽŶƐƵŵŝ-
ĚŽƌĞƐĞŵĞůĂďŽƌĂƌĞƐƐĞƟƉŽĚĞŝŶĨŽƌŵĂĕƁĞƐ͘
:ĄŽƵƚƌŽƐĐŽŶƐƵŵŝĚŽƌĞƐĂũƵĚĂŵĂĞŵƉƌĞƐĂŶĂĚŝǀƵůŐĂĕĆŽĚĞƐĞƵƐĐĂŶĂŝƐĚĞĐŽŵƵ-
ŶŝĐĂĕĆŽĞŶŽǀŝĚĂĚĞƐ͕ŽƋƵĞƐĞĐĂƌĂĐƚĞƌŝnjĂĐŽŵŽĐŽŵƵŶŝĐĂĕĆŽďŽĐĂĂďŽĐĂ͕ƋƵĞ͕ƐĞŐƵŶĚŽ
^ŽůŽŵŽŶ;ϮϬϬϴͿ͕ĠƵŵĂĚĂƐĨŽƌŵĂƐŵĂŝƐŝŶƚĞŶƐĂƐĚĞŝŶŇƵĞŶĐŝĂƌĂƐƉĞƐƐŽĂƐ͘ůŐƵŶƐĂŝŶĚĂ
ŝŶƐĞƌĞŵŶŽƚĞdžƚŽƵŵƋƵĞƐƟŽŶĂŵĞŶƚŽ͕ŽƋƵĞŵŽƟǀĂŽƵƚƌŽƐĨĆƐĂŝŶƚĞƌĂŐŝƌĐŽŵĂŵĞŶƐĂ-
ŐĞŵ͕ĂƚĠƉĂƌĂĂĚƋƵŝƌŝƌĞdžƉĞƌŝġŶĐŝĂƐĞŶŽǀĂƐŝĚĞŝĂƐ͕ĐŽŵŽƚƌĂnjĞŵDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿ͘
dŽĚŽƐ ŽƐ ĐĂƐŽƐ ƚƌĂƚĂĚŽƐ ĂĐŝŵĂ ƉĂƌƚĞŵ ĚĞ ƵŵĂ ŝĚĞŝĂ ĚĞ Ƶŵ ĐŽŶƐƵŵŝĚŽƌ͘ >ĠǀLJ
;ϮϬϭϬͿĂĮƌŵĂƋƵĞĞůĂƐǀġŵĚŽƚĞŵƉŽĚŝƐƉŽŶŝďŝůŝnjĂĚŽƉĞůĂƐƉĞƐƐŽĂƐƉĂƌĂĂƉƌŽĚƵĕĆŽ͕
ƵƟůŝnjĂĕĆŽ͕ ŝŶƚĞƌƉƌĞƚĂĕĆŽ Ğ ŝŶǀĞŶĕĆŽ͕ ĚŽ ƚĞŵƉŽ ƋƵĞ ĂƐ ƉĞƐƐŽĂƐ ƉĂƐƐĂŵ ŶĂƐ ƌĞĚĞƐ ƐŽ-
ĐŝĂŝƐ ŐĞƌĂŶĚŽ ĐŽŶƚĞƷĚŽ Ğ ĐŽŵƉĂƌƟůŚĂŶĚŽ ŝŶĨŽƌŵĂĕƁĞƐ͘ WĂƌĂ ŽƐ ĂƵƚŽƌĞƐ͕ ĞdžŝƐƚĞŵ ƚƌġƐ

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 53

ĂĕƁĞƐĞdžĞĐƵƚĂĚĂƐŶŽĐŝďĞƌĞƐƉĂĕŽĐĂƚĞŐŽƌŝnjĂĚĂƐĐŽŵŽĞƐƐĞŶĐŝĂŝƐ͗ŽĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ͕
ŽĐŽŶƐƵŵŽĞĂƉƌŽĚƵĕĆŽĚĞĐŽŶƚĞƷĚŽ͘ƐƐĂŝŶƚĞůŝŐġŶĐŝĂĐŽůĞƟǀĂƉŽĚĞĐŽůĂďŽƌĂƌƉĂƌĂŽ
ĐƌĞƐĐŝŵĞŶƚŽĚĂĐŽŵƵŶŝĚĂĚĞǀŝƌƚƵĂů͕ŵĂƐƚĂŵďĠŵ͕ĂŽƐƵƌŐŝƌĞŵƋƵĞƐƚƁĞƐĐŽŶƚƌĂĚŝƚſƌŝĂƐ͕
ƉŽĚĞŵĨĂnjĞƌĞƐƐĂĐŽŵƵŶŝĚĂĚĞĚĞŝdžĂƌĚĞĞdžŝƐƟƌ͘
ŽŵďĂƐĞŶŽƐĚĂĚŽƐůĞǀĂŶƚĂĚŽƐĚƵƌĂŶƚĞĂƐĞŵĂŶĂĚĞŽďƐĞƌǀĂĕĆŽ͕ĨŽŝƉŽƐƐşǀĞů
ŝĚĞŶƟĮĐĂƌĂůŐƵŵĂƐŵĞůŚŽƌŝĂƐƋƵĞƉŽĚĞŵƐĞƌĂĚĂƉƚĂĚĂƐƉĞůŽƐŐĞƌĞŶĐŝĂĚŽƌĞƐĚĂƉĄŐŝ-
na da Coca-Cola no FacebookƉĂƌĂƚŽƌŶĂƌĂĐŽŵƵŶŝĐĂĕĆŽŵĂŝƐĞĮĐĂnjĞĚĞŝdžĂƌŽƐƐĞƵƐ
ĐŽŶƐƵŵŝĚŽƌĞƐŵĂŝƐƐĂƟƐĨĞŝƚŽƐ͘EŽŐĞƌĂů͕ŽƋƵĞŵĂŝƐƐĞĚĞƐƚĂĐŽƵĨŽŝĂĚĞŵŽƌĂŽƵĂƚĠĂ
ŝŶĞdžŝƐƚġŶĐŝĂĚĞƵŵĂƌĞƐƉŽƐƚĂ͕ĚĞŝdžĂŶĚŽŽƐĐŽŶƐƵŵŝĚŽƌĞƐŶĂĞdžƉĞĐƚĂƟǀĂĚĞƵŵƉƌŽŶƵŶ-
ĐŝĂŵĞŶƚŽĚĂĞŵƉƌĞƐĂ͘KƐƉƌŽĮƐƐŝŽŶĂŝƐƋƵĞƐĆŽƌĞƐƉŽŶƐĄǀĞŝƐƉĞůĂƉĄŐŝŶĂĚĞǀĞƌŝĂŵƚĞƌ
ĐŽŵŽƌĞŐƌĂĞƐƟƉƵůĂĚĂƵŵƚĞŵƉŽĚĞůŝŵŝƚĂĚŽƉĂƌĂƌĞƐƉŽŶĚĞƌĂŽƐƋƵĞƐƟŽŶĂŵĞŶƚŽƐĚĞ͕
ŶŽŵĄdžŝŵŽ͕ƵŵĚŝĂ͕ƋƵĞũĄĠŵƵŝƚŽƋƵĂŶĚŽƐĞƚƌĂƚĂĚĞƐƚĞƟƉŽĚĞĐŽŵƵŶŝĐĂĕĆŽŵĂƐ͕ƉĂƌĂ
ŝŶŝĐŝĂƌ͕ƐĞƚŽƌŶĂĂĚĞƋƵĂĚŽ͘WĂƌĂĐŽŵƉůĞŵĞŶƚĂƌ͕ƚĂŵďĠŵĚĞǀĞƌŝĂŵƌĞƐƉŽŶĚĞƌĂƚŽĚŽƐŽƐ
ĨĆƐƋƵĞƉĞƌŐƵŶƚĂŵĂůŐŽ͕ŶĆŽĚĞŝdžĂŶĚŽĂƋƵĞƐƚĆŽƉĂƌĂŝŶƚĞƌƉƌĞƚĂĕƁĞƐƋƵĞƉŽĚĞŵĨĞƌŝƌĂ
imagem da organização.
WĂƌĂŵĂŶƚĞƌŽƐĐŽŶƐƵŵŝĚŽƌĞƐĮĠŝƐ͕ĂƐƵŐĞƐƚĆŽĠƚĞƌƵŵĂƋƵĂŶƟĚĂĚĞŵĂŝŽƌĚĞ
ŝŶƚĞƌĂĕƁĞƐĞƋƵĞĞƐƚĂƐƐĞũĂŵĚŝƌĞĐŝŽŶĂĚĂƐĚŝƌĞƚĂŵĞŶƚĞƉĂƌĂĞůĞƐ͕ŶĆŽƐŽŵĞŶƚĞĚŝƐƉŽŶŝ-
ďŝůŝnjĂŶĚŽŵĂƚĞƌŝĂŝƐ͕ŵĂƐƉĂƌƟĐŝƉĂŶĚŽĞƐĞŝŶƚĞƌĞƐƐĂŶĚŽƉĞůŽƐĂƐƐƵŶƚŽƐƚƌĂƚĂĚŽƐƉŽƌĞƐƐĞ
ƉƷďůŝĐŽ͘hŵĂďŽĂŝŶŝĐŝĂƟǀĂĠĐŽŵĞĕĂƌĐŽŵŽƐůşĚĞƌĞƐ͕ǀŝƐƚŽƐƉŽƌ<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿĐŽŵŽ
ĂƋƵĞůĞƐƋƵĞĐĞƌƚĂŵĞŶƚĞǀĆŽĞƐƉĂůŚĂƌĂŝŶĨŽƌŵĂĕĆŽƉĂƌĂŽƐŽƵƚƌŽƐƋƵĞƚĂŵďĠŵƐĆŽĨĆƐ
ĚĂŽĐĂͲŽůĂ͕ƵŵĂŝŶŝĐŝĂƟǀĂĚĞĐŽŵƵŶŝĐĂĕĆŽďŽĐĂĂďŽĐĂ͘ƐƐĂŝŶƚĞƌĂĕĆŽƉŽĚĞƐĞƌĨĞŝƚĂ
ƉŽƌŵĞŝŽĚĞƋƵĞƐƟŽŶĂŵĞŶƚŽƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ũĄƋƵĞŽŚŝƐƚſƌŝĐŽĚĞƉĂƌƟĐŝƉĂĕƁĞƐ
ĚŽƐĨĆƐŶĂƐƉŽƐƚĂŐĞŶƐĚĂĞŵƉƌĞƐĂƐĞŵƉƌĞĨŽŝƉŽƐŝƟǀŽ͘
WĂƌĂ Ž ĐŽŶƐƵŵŝĚŽƌ͕ Ġ ŝŵƉŽƌƚĂŶƚĞ ƵŵĂ ŵĞůŚŽƌ ƐĞƉĂƌĂĕĆŽ ĚŽƐ ƚſƉŝĐŽƐ ĚĞ ĂĐŽƌ-
ĚŽĐŽŵĂƐůŝŶŐƵĂŐĞŶƐĚŝƐƉŽŶşǀĞŝƐ͕ĂƐƐŝŵŽƟŵŝnjĂŶĚŽŽƚĞŵƉŽƋƵĞĞůĞƉĂƐƐĂŝŶƚĞƌĂŐŝŶĚŽ
ĐŽŵĂŵĂƌĐĂ͕ƉŽĚĞŶĚŽƐĞƌŝŵƉĂĐƚĂĚŽĚĞĨŽƌŵĂƐĚŝĨĞƌĞŶƚĞƐ͘WŽƌƷůƟŵŽ͕ƉŽĚĞƌŝĂŵƐĞƌ
ůĞǀĂĚŽƐ ĂŽƐ ĐŽŶƐƵŵŝĚŽƌĞƐ ŽƵƚƌŽƐ ďĞŶĞİĐŝŽƐ͕ ĂůĠŵ ĚŽƐ ƋƵĞ ĞƐƚĆŽ ĨƌĞƋƵĞŶƚĞŵĞŶƚĞ ŶĂ
ƉĄŐŝŶĂ͘hŵĂĨŽƌŵĂĠĐƌŝĂƌƉƌŽŵŽĕƁĞƐĞƐƉĞĐşĮĐĂƐƉĂƌĂŽƐĨĆƐĚĂŽĐĂͲŽůĂŶŽFacebook͕
tratando-os como especiais.

ϳŽŶƐŝĚĞƌĂĕƁĞƐĮŶĂŝƐ

Os sitesƋƵĞĞƐƚĆŽŚŽƐƉĞĚĂĚŽƐŶĂŝŶƚĞƌŶĞƚĮĐĂŵĚŝƐƉŽŶşǀĞŝƐƉĂƌĂŽƐĐŽŶƐƵŵŝĚŽ-
ƌĞƐǀŝŶƚĞĞƋƵĂƚƌŽŚŽƌĂƐƉŽƌĚŝĂĞƐĞƚĞĚŝĂƐƉŽƌƐĞŵĂŶĂ͕ƉŽĚĞŶĚŽƐĞƌĂĐĞƐƐĂĚŽƐĂƋƵĂů-
ƋƵĞƌŵŽŵĞŶƚŽ͘ŽƐƚĂ;ϮϬϬϴ͕Ɖ͘ϯϲͿĚŝnjƋƵĞ͕ŶĂƐĨĞƌƌĂŵĞŶƚĂƐĚĞďƵƐĐĂĚĂŝŶƚĞƌŶĞƚ͕ĐŽŵĂ
͞΀͘͘͘΁ƋƵĂŶƟĚĂĚĞƋƵĂƐĞƐĞŵƉƌĞĞŶŽƌŵĞĚĞƌĞƐƉŽƐƚĂƐ͕ƉŽĚĞͲƐĞƉĞƌĚĞƌƚĞŵƉŽƉƌĞĐŝŽƐŽă
ĐĂƚĂĚĞĂůŐƵŵƌĞƐƵůƚĂĚŽƋƵĞƉĂƌĞĕĂŵĂŝƐƉĞƌƟŶĞŶƚĞ͘͟WŽƌŝƐƐŽ͕ĂƐĞŵƉƌĞƐĂƐĚĞǀĞŵĮĐĂƌ
ĂƚĞŶƚĂƐƉĂƌĂƐĞƚŽƌŶĂƌĞŵƉĞƌĐĞďŝĚĂƐƉĞůŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ĂƐƐŝŵĐŽŵŽĨŽŝĐŽŶƐƚĂƚĂ-
ĚŽŶŽĐĂƐŽĚĂŽĐĂͲŽůĂ͕ƋƵĞƉƌŽƉƁĞĂŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐƵŵĂŝŶĮŶŝĚĂĚĞĚĞĨƵŶĐŝŽ-
nalidades de interação em sua página no site de redes sociais Facebook.
ƐƐĂ ŐƌĂŶĚĞ ƋƵĂŶƟĚĂĚĞ ĚĞ ŝŶĨŽƌŵĂĕƁĞƐ ĚŝƐƉŽŶŝďŝůŝnjĂĚĂ ƉĞůĂ ŽĐĂͲŽůĂ ƉƌĞĐŝƐĂ
ƐĞƌƉĞŶƐĂĚĂƉĂƌĂƐƵƉƌŝƌĂƐŶĞĐĞƐƐŝĚĂĚĞƐĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘WŽƌŝƐƐŽ͕sĂnj;ϮϬϭϬͿĚĞƐƚĂĐĂ
ƋƵĞ ĂƐ ĞŵƉƌĞƐĂƐ ŶĆŽ ĚĞǀĞŵ ĞŶƚĞŶĚĞƌ ƐŽŵĞŶƚĞ ƐŽďƌĞ ŝŶƚĞƌŶĞƚ͕ ŵĂƐ ƉƌŽĐƵƌĂƌ͕ ƉƌŝŶĐŝ-

54 | Faculdades Integradas de Taquara - Faccat

ƉĂůŵĞŶƚĞ͕ĐŽŵƉƌĞĞŶĚĞƌŽƐƐĞƵƐŝŶƚĞƌŶĂƵƚĂƐ͕ĂƐƐƵĂƐĐĂƌġŶĐŝĂƐ͕ǀĂůŽƌĞƐ͕ĐƌĞŶĕĂƐĞĚĞƐ-
ĐƌĞŶĕĂƐ͘ƉĂƌƟƌĚŝƐƐŽĞĚŽƐĚĂĚŽƐůĞǀĂŶƚĂĚŽƐ͕ƉŽĚĞͲƐĞĚŝnjĞƌƋƵĞĂŽĐĂͲŽůĂƚĞŵ͕Ğŵ
ƐƵĂƌĞĂůŝĚĂĚĞ͕ŽĞŶƚĞŶĚŝŵĞŶƚŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐƋƵĞĞƐƚĆŽŝŶƐĐƌŝƚŽƐĞŵƐƵĂƉĄŐŝŶĂ͕ũĄ
ƋƵĞĚŝƐƉŽŶŝďŝůŝnjĂŵŝŶĨŽƌŵĂĕƁĞƐƉĂƌĂĚŝǀĞƌƐŽƐƐĞŐŵĞŶƚŽƐĚĞŵĞƌĐĂĚŽĂůĠŵĚĞŽƵƚƌŽƐ
ĐĂŶĂŝƐĚĞŝŶƚĞƌĂĕĆŽŝŶƚĞŐƌĂĚŽƐĂĞƐƐĂƌĞĚĞƐŽĐŝĂů͕ĂŵďŽƐĐŽŵƵŵĂůŝŶŐƵĂŐĞŵĂĚĞƋƵĂ-
ĚĂĞĐŽŵƉƌĞĞŶƐşǀĞů͘ŝŵƉŽƌƚĂŶƚĞƐĂůŝĞŶƚĂƌƚĂŵďĠŵŽƐďĞŶĞİĐŝŽƐƉƌŽƉŽƌĐŝŽŶĂĚŽƐƉĞůĂ
ĐŽŵƉƌĞĞŶƐĆŽĚŽĐŽŶƐƵŵŝĚŽƌ͕ůĞǀĂŶƚĂĚŽƐƉŽƌDŽǁĞŶĞDŝŶŽƌ;ϮϬϬϯͿĐŽŵŽŽƉƌŝŶĐŝƉĂů
ĂƵdžşůŝŽŶĂƚŽŵĂĚĂĚĞĚĞĐŝƐƁĞƐĚĂĞŵƉƌĞƐĂ͕ĂůĠŵĚĞĐŽůĂďŽƌĂƌƉĂƌĂĂƐƉĞƐƋƵŝƐĂƐĞŶŽ
ĞŶƚĞŶĚŝŵĞŶƚŽĚŽƐĨĂƚŽƌĞƐƋƵĞŝŶŇƵĞŶĐŝĂŵŶŽĐŽŵƉŽƌƚĂŵĞŶƚŽŚƵŵĂŶŽ͘
^ĂŵĂƌĂ Ğ DŽƌƐĐŚ ;ϮϬϬϱͿ Ğ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ ĚĞƐƚĂĐĂŵ ĂůŐƵŵĂƐ ĐŝƌĐƵŶƐ-
ƚąŶĐŝĂƐƋƵĞƉŽĚĞŵƐĞƌƉƌŽƉŽƌĐŝŽŶĂĚĂƐĂŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘ŶƚƌĞĞůĂƐ͕ĞƐƚĄŽĂŵďŝĞŶƚĞ
ƐŽĐŝĂů͕ƋƵĞƐĆŽĂƐƉĞƐƐŽĂƐƉƌĞƐĞŶƚĞƐŶĂƉĄŐŝŶĂĞĐŽŵŽĞůĂƐŝŶŇƵĞŶĐŝĂŵŶĂĚĞĐŝƐĆŽĚĞ
ĐŽŵƉƌĂ͕ŽƚĞŵƉŽ͕ƋƵĞĠĂƉĞƌŵĂŶġŶĐŝĂĚĂƐƉĞƐƐŽĂƐŶĂĐŽŵƵŶŝĚĂĚĞǀŝƌƚƵĂů͕ĞĂƐĚŝƐƉŽ-
ƐŝĕƁĞƐ ƚĞŵƉŽƌĄƌŝĂƐ Ğ ĐŝƌĐƵŶƐƚĂŶĐŝĂŝƐ͕ ƋƵĞ ĞŶǀŽůǀĞŵ Ž ĞƐƚĂĚŽ ĚĞ ĞƐƉşƌŝƚŽ ĚĂƐ ƉĞƐƐŽĂƐ͕
como alegria e raiva. Todas estão presentes nas postagens dos consumidores no mural
ĚĂŽĐĂͲŽůĂ͕ǀŝƐƚŽƋƵĞĞůĞƐ͕ĚĞĐĞƌƚĂĨŽƌŵĂ͕ŝŶŇƵĞŶĐŝĂŵŽƐŽƵƚƌŽƐƋƵĞŝŶƚĞƌĂŐĞŵĐƵƌ-
ƟŶĚŽĞĐŽŵĞŶƚĂŶĚŽĞƐƐĂƐƉŽƐƚĂŐĞŶƐ͘
ŽŶĨŽƌŵĞƉƌŽƉŽƐƚŽŶŽŽďũĞƟǀŽŐĞƌĂůĚĞƐƚĂƉĞƐƋƵŝƐĂ͕ƋƵĞĠĂŶĂůŝƐĂƌĚĞƋƵĞĨŽƌŵĂ
ŽĐŽŶƐƵŵŝĚŽƌƐĞĐŽŵƉŽƌƚĂŝŶƚĞƌĂƟǀĂŵĞŶƚĞŶĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂŶŽFacebook͕ĐŽŶƐ-
tatou-se que os consumidores realmente interagem com a comunidade virtual das mais
ĚŝǀĞƌƐĂƐĨŽƌŵĂƐ͕ŶĂŵĂŝŽƌŝĂĚĞůĂƐĐŽŵƚĞdžƚŽƐƋƵĞůŝŐĂŵŽĐŽŶƐƵŵŝĚŽƌăĞŵƉƌĞƐĂ͕ŵĂƐ
não deixando de acontecer algumas postagens com fotos e ŚŝƉĞƌůŝŶŬƐ. Isso pode des-
ĐĞŶĚĞƌĚĂĐƵůƚƵƌĂĚĂƐƉĞƐƐŽĂƐŽďƐĞƌǀĂĚĂƐ͕ĐŽŵŽƌĞƐƐĂůƚĂŵůĂĐŬǁĞůů͕DŝŶŝĂƌĚĞŶŐĞů
;ϮϬϬϵͿ͕ŽƋƵĞ͕ĚĞƉĞŶĚĞŶĚŽĚĂŽĐĂƐŝĆŽ͕ƉŽĚĞĂĨĞƚĂƌĂƚŽŵĂĚĂĚĞĚĞĐŝƐĆŽĞĂƚĠĂĐŽŵƵŶŝ-
ĐĂĕĆŽŶĂƐŽĐŝĞĚĂĚĞ͘/ĚĞŶƟĮĐŽƵͲƐĞƚĂŵďĠŵƋƵĞŽĐŽŶƐƵŵŝĚŽƌĠĂƟǀŽĞŶĆŽĚĞƉĞŶĚĞĚĂ
ĂĕĆŽĚĂĞŵƉƌĞƐĂƉĂƌĂĨĂnjĞƌƐƵĂƐŝŶƚĞƌĂĕƁĞƐĞĐŽŵƉĂƌƟůŚĂŵĞŶƚŽƐ͕ũĄƋƵĞŽƐĐŽŶƐƵŵŝĚŽ-
ƌĞƐŝŶƚĞƌĂŐĞŵŵƵŝƚŽŵĂŝƐĐŽŵĂŽĐĂͲŽůĂĚŽƋƵĞĞůĂĐŽŵĞůĞƐ͕ĂƚĠƉĞůĂƋƵĂŶƟĚĂĚĞĚĞ
ƉĞƐƐŽĂƐŝŶƐĐƌŝƚĂƐŶĂƉĄŐŝŶĂ͘ƐƐĂƐĂĕƁĞƐĐŽŶƐƚĂƚĂĚĂƐ͕ĚĞƉƌŽĚƵĕĆŽĞĐŽŵƉĂƌƟůŚĂŵĞŶƚŽ
ĚĞĐŽŶƚĞƷĚŽ͕ƐĆŽǀŝƐƚĂƐƉŽƌ>ĞŵŽƐĞ>ĠǀLJ;ϮϬϭϬͿĐŽŵŽĞƐƐĞŶĐŝĂŝƐŶŽĐŝďĞƌĞƐƉĂĕŽ͘
&ŝĐĂƌĂŵ ƚĂŵďĠŵ ĞƐĐůĂƌĞĐŝĚŽƐ ŽƐ ĞƐƚĄŐŝŽƐ ĐŝƚĂĚŽƐ ƉŽƌ DŽǁĞŶ Ğ DŝŶŽƌ ;ϮϬϬϯͿ͕
ƚĂŶƚŽƋƵĂŶĚŽĂŝŶƚĞƌĂĕĆŽĠƌĞŐŝƐƚƌĂĚĂƉĞůĂŽĐĂͲŽůĂ͕ƋƵĂŶƚŽƋƵĂŶĚŽĞůĂĠĨĞŝƚĂƉĞůŽ
ĐŽŶƐƵŵŝĚŽƌ͘ĂƚĞŶĕĆŽĞĂĐŽŵƉƌĞĞŶƐĆŽĚĂƐŵĞŶƐĂŐĞŶƐƋƵĞĮĐĂŵŐƵĂƌĚĂĚĂƐŶĂŵĞŵſ-
ƌŝĂĚĞƐƐĂƐƉĞƐƐŽĂƐǀġŵĂƐĞƌƌĞǀĞůĂĚĂƐŵĂŝƐƚĂƌĚĞ͕ĐŽŵŽƐƐĞƵƐĐŽŵĞŶƚĄƌŝŽƐĞƉŽƐƚĂŐĞŶƐ
ŶŽŵƵƌĂů͕ĚĞŝdžĂŶĚŽĂƐƐƵĂƐĚƷǀŝĚĂƐ͕ŽƉŝŶŝƁĞƐĞŝŶĨŽƌŵĂĕƁĞƐƉĂƌĂŽƐŽƵƚƌŽƐĨĆƐĞƚĂŵďĠŵ
ƉĂƌĂĐŽŶŚĞĐŝŵĞŶƚŽĚĂĞŵƉƌĞƐĂ͘ĞƉŽƐƐĞĚĞƐƐĂƐŝŶĨŽƌŵĂĕƁĞƐ͕ĐŽŶĨŽƌŵĞ'ŝŐůŝŽ;ϮϬϬϴͿ͕
ŽƐƉƌŽĮƐƐŝŽŶĂŝƐƋƵĞƚƌĂďĂůŚĂŵŐĞƌĞŶĐŝĂŶĚŽĂƉĄŐŝŶĂĚĂŽĐĂͲŽůĂƉŽĚĞŵĞŶƚĞŶĚĞƌŵĞ-
ůŚŽƌŽƐŐƌƵƉŽƐĞŵƋƵĞŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐĞƐƚĆŽŝŶƐĞƌŝĚŽƐ͕ƉĂƌĂĂƐƐŝŵĚĞƚĞƌŵŝŶĂƌŽ
ƐĞƵĐŽŵƉŽƌƚĂŵĞŶƚŽĞ͕ĐŽŵŝƐƐŽ͕ƚƌĂŶƐĨŽƌŵĂƌĞĂĚĞƋƵĂƌŽĂŵďŝĞŶƚĞĚĞĨŽƌŵĂĂƉƌŽƉŽƌ-
ĐŝŽŶĂƌďĞŶĞİĐŝŽƐƉĂƌĂŽƐŝŶƐĐƌŝƚŽƐŶĂƉĄŐŝŶĂ͘
ĞĂĐŽƌĚŽĐŽŵ^ĂŵĂƌĂĞDŽƌƐĐŚ;ϮϬϬϱͿ͕ĂĚƵƌĂďŝůŝĚĂĚĞĚĂƌĞůĂĕĆŽĞŶƚƌĞŽƐĐŽŶƐƵ-
ŵŝĚŽƌĞƐĞĂƐĞŵƉƌĞƐĂƐĠĚĞƚĞƌŵŝŶĂĚĂƉĞůĂƐĂƟƐĨĂĕĆŽ͘&ŽƌĂŵŝĚĞŶƟĮĐĂĚŽƐĚĞƐƐĂĨŽƌŵĂ͕
ĂůŐƵŶƐĐŽŶƐƵŵŝĚŽƌĞƐƋƵĞƚġŵƌĞůĂĕĆŽĚĞĐŽŶƐƵŵŽĐŽŵĂŽĐĂͲŽůĂ͕ƉŽƐƚĂŶĚŽŵĞŶƐĂŐĞŶƐ
no mural da empresa que fazem referência ao ato de consumir a bebida. Em consequência
ĚŽƐƌĞŐŝƐƚƌŽƐĚĂƐƉŽƐƚĂŐĞŶƐĞdžĞĐƵƚĂĚĂƐƉĞůŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ƚĂŵďĠŵƐĞŝĚĞŶƟĮĐĂƌĂŵ

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 55

ĂƋƵĞůĞƐƋƵĞƚġŵƌĞůĂĕĆŽĚĞƉĂŝdžĆŽƉĞůĂŵĂƌĐĂĞƉĞůŽƐƉƌŽĚƵƚŽƐĚĂŽĐĂͲŽůĂ͕ŽƐƋƵĞ
ĂũƵĚĂŵŶĂĚŝǀƵůŐĂĕĆŽĚĂƐĐĂŵƉĂŶŚĂƐĞĚŽƐƉƌŽĚƵƚŽƐĞƚĂŵďĠŵĂůŐƵŶƐƋƵĞƋƵĞƐƟŽŶĂŵ
ŽƵƚƌŽƐŝŶƐĐƌŝƚŽƐ͕ŵŽƟǀĂŶĚŽĂŝŶƚĞƌĂĕĆŽĚĞŵĂŝƐĨĆƐ͘ŽŵĞƐƐĂŵŽƟǀĂĕĆŽ͕ƐƵƌŐĞĂĐŽ-
ŵƵŶŝĐĂĕĆŽďŽĐĂĂďŽĐĂ͕ƚƌĂƚĂĚĂƉŽƌ^ŽůŽŵŽŶ;ϮϬϬϴͿĐŽŵŽĞdžƚƌĞŵĂŵĞŶƚĞĞĮĐĂnj͕ŵĂƐ
os cuidados devem ser tomados urgentemente quando disseminada uma informação
ŶĞŐĂƟǀĂ͘
Tanto na apresentação da página da Coca-Cola quanto em suas postagens no mu-
ƌĂů͕ĨŽŝƉŽƐƐşǀĞůŝĚĞŶƟĮĐĂƌŽƐƟƉŽƐĚĞĨƵŶĐŝŽŶĂůŝĚĂĚĞƐĚĞŝŶƚĞƌĂĕĆŽƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐ
ƚġŵĚŝƐƉŽŶşǀĞŝƐ͕ŵŽƐƚƌĂŶĚŽͲƐĞĂŵƉůĂŵĞŶƚĞĂďƌĂŶŐĞŶƚĞƐ͕ũĄƋƵĞŚĄƚƌġƐůşŶŐƵĂƐĚŝƐƉŽŶş-
ǀĞŝƐ͗ƉŽƌƚƵŐƵġƐ͕ŝŶŐůġƐĞĞƐƉĂŶŚŽů͕ĨĂƚŽŵƵŝƚŽŝŵƉŽƌƚĂŶƚĞƉĂƌĂĞŵƉƌĞƐĂƐŝŶƚĞƌŶĂĐŝŽŶĂŝƐ
ĐŽŵŽĂŽĐĂͲŽůĂ͘EŽĞŶƚĂŶƚŽ͕ƚĂŵďĠŵĚĞǀĞƐĞƌůĞǀĂĚĂĞŵĐŽŶƐŝĚĞƌĂĕĆŽĂůŝŶŐƵĂŐĞŵ͕
ƋƵĞ͕ŶĞƐƚĞĐĂƐŽ͕ƐĞŵŽƐƚƌŽƵĂĚĞƋƵĂĚĂ͘WĂƌĂ<ĂƌƐĂŬůŝĂŶ;ϮϬϬϵͿ͕ĂƐĨŽƌŵĂƐĐŽŵŽĂƐĚŝ-
ferentes línguas e linguagens são empregadas podem conduzir a mensagem de forma
ĂƉƌŽƉƌŝĂĚĂ͕ŵĂƐ͕ĂŽŵĞƐŵŽƚĞŵƉŽ͕ƉŽĚĞŵůĞǀĂƌăŝŶĐŽŵƉƌĞĞŶƐĆŽŶĂĐŽŵƵŶŝĐĂĕĆŽ͘
^ŽďƌĞŽƐƌĞƚŽƌŶŽƐĚĂĞŵƉƌĞƐĂƉĂƌĂŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ƉĞƌĐĞďĞƵͲƐĞĂĞdžŝƐƚġŶĐŝĂ
ĚĞůĞƐƐŽŵĞŶƚĞĞŵĚƵĂƐƉŽƐƚĂŐĞŶƐ͕ƋƵĞĨĂnjĞŵƌĞĨĞƌġŶĐŝĂĂŽƐƚƷĚŝŽDſǀĞůŽĐĂͲŽůĂ͕
ŶŽƐĚŽŝƐĐĂƐŽƐƉĂƌĂƌĞƐƉŽŶĚĞƌăƐƌĞĐůĂŵĂĕƁĞƐƋƵĞŽƐĨĆƐĚĞŝdžĂƌĂŵŶŽƐĐŽŵĞŶƚĄƌŝŽƐĚĂƐ
ƉŽƐƚĂŐĞŶƐĨĞŝƚĂƐƉĞůĂĞŵƉƌĞƐĂ͘ƋƵŝĨŽŝĚĞŝdžĂĚĂƵŵĂďƌĞĐŚĂƉĞůĂŽĐĂͲŽůĂ͕ƋƵĞĚĞǀĞ-
ƌŝĂŝŶƚĞƌĂŐŝƌŵĂŝƐĐŽŵŽƐƐĞƵƐĨĆƐ͘/ƐƐŽƉŽƌƋƵĞ͕ĐŽŵŽĂĮƌŵĂsĂnj;ϮϬϭϬͿ͕ĂƚƵĂůŵĞŶƚĞĂƐ
ĞŵƉƌĞƐĂƐĚĞǀĞŵƐĞƌĞůĂĐŝŽŶĂƌĐŽŵŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ŶĆŽƐŽŵĞŶƚĞŶŽƐĐĂƐŽƐĞdžƚƌĞ-
ŵŽƐ͕ĚĞŵŽĚŽƋƵĞĞůĞƐĞƐĐŽůŚĂŵĂĞŵƉƌĞƐĂƉĞůŽƐƐĞƵƐƐĞŶƟŵĞŶƚŽƐ͕ĞŶĆŽƉĞůŽƉƌŽĚƵƚŽ
ŽƵƉƌĞĕŽ͘ĐŽŵĞƐƐĞƌĞůĂĐŝŽŶĂŵĞŶƚŽƋƵĞĂƐĞŵƉƌĞƐĂƐĐŽŶƋƵŝƐƚĂŵŽƐƐĞƵƐĨĆƐĞ͕ĂƐƐŝŵ͕
os tornam consumidores de seus produtos.
WĞƌĐĞďĞƵͲƐĞƚĂŵďĠŵƋƵĞŽƐĐŽŶƐƵŵŝĚŽƌĞƐŝŶƚĞƌĂŐŝƌĂŵĐŽŵƚŽĚĂƐĂƐƉŽƐƚĂŐĞŶƐ
ĨĞŝƚĂƐƉĞůĂŽĐĂͲŽůĂ͕ƐĞũĂĐƵƌƟŶĚŽ͕ĐŽŵĞŶƚĂŶĚŽŽƵĐŽŵƉĂƌƟůŚĂŶĚŽ͘EŽƐĐŽŵĞŶƚĄƌŝŽƐ͕
ƚĂŵďĠŵĮĐŽƵĚĞƐƚĂĐĂĚĂĂŝŶƚĞƌĂĕĆŽĚŽƐƉƌſƉƌŝŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͕ŽƋƵĞƐĞĞŶĐĂŝdžĂŶŽ
ĐŽŶĐĞŝƚŽĚĞĂƐƚĞůůƐ;ϮϬϬϯͿ͕ƋƵĞĂƌŐƵŵĞŶƚĂƋƵĞĞƐƐĞŵĞŝŽƉŽƐƐŝďŝůŝƚŽƵĂĐŽŵƵŶŝĐĂĕĆŽ
de muitos com muitos.
WŽƌĮŵ͕ƉŽĚĞͲƐĞĐŽŶĐůƵŝƌƋƵĞĞƐƚĂƌƉƌĞƐĞŶƚĞŶŽƐsitesĚĞƌĞĚĞƐƐŽĐŝĂŝƐĠŵƵŝƚŽ
importante para todas as organizações que não querem perder uma oportunidade de
ĂƟŶŐŝƌƵŵƉƷďůŝĐŽƋƵĞĐƌĞƐĐĞĂĐĂĚĂĚŝĂĞƋƵĞ͕ĚĂŵĞƐŵĂĨŽƌŵĂ͕ŶĆŽƉƌĞƚĞŶĚĞŵƋƵĞ
esses consumidores encontrem os seus concorrentes na variedade e riqueza das infor-
mações disponíveis no ciberespaço.
ŽŵŝƐƐŽ͕ĠƌĞůĞǀĂŶƚĞƐƵƐƚĞŶƚĂƌƋƵĞƐĞĚĞǀĞŵŽĨĞƌĞĐĞƌǀĄƌŝĂƐĨŽƌŵĂƐĚĞŝŶƚĞƌĂĕĆŽ
ĚŝĨĞƌĞŶƚĞƐƉĂƌĂĂƟŶŐŝƌƵŵŵĂŝŽƌŶƷŵĞƌŽĚĞƉĞƐƐŽĂƐ͘ŶƚƌĞƚĂŶƚŽ͕ĚĂŵĞƐŵĂĨŽƌŵĂ͘ƚŽ-
ĚŽƐĞƐƐĞƐĐŽŶƚĞƷĚŽƐĚĞǀĞŵƐĞƌŵƵŝƚŽďĞŵĂŶĂůŝƐĂĚŽƐĂŶƚĞƐĚĞƐĞƌĞŵĚŝǀƵůŐĂĚŽƐ͕ƉĂƌĂ
ŶĆŽĐŽŶƐƚƌĂŶŐĞƌŽƵŝŶŝďŝƌĂƉĂƌƟĐŝƉĂĕĆŽĚŽƐĐŽŶƐƵŵŝĚŽƌĞƐ͘
WŽƌƚĂŶƚŽ͕ĠŝŵƉŽƌƚĂŶƚĞƋƵĞĂĞŵƉƌĞƐĂĞƐƚĞũĂĚŝƐƉŽŶşǀĞůĞĐŽŶƐĐŝĞŶƚĞƋƵĞ͕ƋƵĂŶ-
ĚŽŽĨĞƌĞĐĞĂŽƐƐĞƵƐĐŽŶƐƵŵŝĚŽƌĞƐƵŵĐĂŶĂůƚĆŽĂďĞƌƚŽĐŽŵŽĂƐƌĞĚĞƐƐŽĐŝĂŝƐ͕ŽĐĂŵŝŶŚŽ
ĠƐĞŵǀŽůƚĂ͘

56 | Faculdades Integradas de Taquara - Faccat

Referências

><t>>͕ZŽŐĞƌ͖͘D/E/Z͕WĂƵůt͖͘E'>͕WĂƵů&͘Comportamento do
consumidor͘^ĆŽWĂƵůŽ͗ĞŶŐĂŐĞ>ĞĂƌŶŝŶŐ͕ϮϬϬϵ͘
^d>>^͕DĂŶƵĞů͘A galáxia da internet͗ƌĞŇĞdžƁĞƐƐŽďƌĞĂŝŶƚĞƌŶĞƚ͕ŽƐŶĞŐſĐŝŽƐĞĂ
ƐŽĐŝĞĚĂĚĞ͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗ĂŚĂƌ͕ϮϬϬϯ͘
,Dh^͕DĂƌĐĞůůŽ͖Zs>,>͕DĄƌĐŝĂ͘ŽŵƵŶŝĐĂĕĆŽĞŵĂƌŬĞƟŶŐĚŝŐŝƚĂŝƐ͗
ĐŽŶĐĞŝƚŽƐ͕ƉƌĄƟĐĂƐ͕ŵĠƚƌŝĐĂƐĞŝŶŽǀĂĕƁĞƐ͘ĂŚŝĂ͗ĚŝĕƁĞƐsE/͕ϮϬϭϭ͘ŝƐƉŽŶşǀĞůĞŵ͗
фŚƩƉ͗ͬͬǁǁǁ͘ƐůŝĚĞƐŚĂƌĞ͘ŶĞƚͬĚĂŶŝůĂĚŽƵƌĂĚŽͬĐŽŵƵŶŝĐĂĐĂŽͲĞͲŵĂƌŬĞƟŶŐͲĚŝŐŝƚĂŝƐ-
Ͳϳϳϰϭϲϭϴ͍ĨƌŽŵсƐƐͺĞŵďĞĚх͘ĐĞƐƐŽĞŵ͗ϮϳĂŐŽ͘ϮϬϭϭ͘
K^d͕ZŽŐĠƌŝŽĚĂ͘A cultura digital͘ϯ͘ĞĚ͘^ĆŽWĂƵůŽ͗WƵďůŝĨŽůŚĂ͕ϮϬϬϴ͘
COCA-COLA BRASIL. Quem somos͘K^ŝƐƚĞŵĂŽĐĂͲŽůĂƌĂƐŝů͘ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬ
ǁǁǁ͘ĐŽĐĂĐŽůĂďƌĂƐŝů͘ĐŽŵ͘ďƌͬĐŽŶƚĞƵĚŽƐ͘ĂƐƉ͍ƉƌŝŵĞŝƌŽсϭΘŝƚĞŵсϭΘƐĞĐĂŽсϳΘĐŽŶƚĞƵĚŽсϰ
ϴΘƋƚĚͺĐŽŶƚĞƵĚŽƐсϭх͘ĐĞƐƐŽĞŵ͗ϵŵĂƌ͘ϮϬϭϭĂ͘
______. dŚĞŽĐĂͲŽůĂŽŵƉĂŶLJ͘ A história da Coca-Cola no mundo. Disponível em:
фŚƩƉ͗ͬͬǁǁǁ͘ĐŽĐĂĐŽůĂďƌĂƐŝů͘ĐŽŵ͘ďƌͬĐŽŶƚĞƵĚŽƐ͘ĂƐƉ͍ƉƌŝŵĞŝƌŽсϭΘŝƚĞŵсϮΘƐĞĐĂŽсϯϵΘĐŽ
ŶƚĞƵĚŽсϭϬϯΘƋƚĚͺĐŽŶƚĞƵĚŽƐсϭх͘ĐĞƐƐŽĞŵ͗ϵŵĂƌ͘ϮϬϭϭď͘
COCA-COLA &KK<͘ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬǁǁǁ͘ĨĂĐĞŬ͘ĐŽŵͬĐŽĐĂĐŽůĂх͘ĐĞƐƐŽ
Ğŵ͗ϵŵĂƌ͘ϮϬϭϭ͘
&Z'K^K͕^ƵĞůLJ͖ZhZK͕ZĂƋƵĞů͖DZ>͕ĚƌŝĂŶĂ͘DĠƚŽĚŽƐĚĞƉĞƐƋƵŝƐĂƉĂƌĂ
internet͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ϮϬϭϭ͘
'/'>/K͕ƌŶĞƐƚŽDŝĐŚĞůĂŶŐĞůŽ͘O comportamento do consumidor͘ϯ͘ĞĚ͘^ĆŽWĂƵůŽ͗
ĞŶŐĂŐĞ>ĞĂƌŶŝŶŐ͕ϮϬϬϴ͘
<Z^<>/E͕ůŝĂŶĞ͘ Comportamento do consumidor͘Ϯ͘ĞĚ͘ϰ͘ƌĞŝŵƉƌ͘^ĆŽWĂƵůŽ͗
ƚůĂƐ͕ϮϬϬϵ͘
</Z<WdZ/<͕ĂǀŝĚ͘O efeito Facebook͘ZŝŽĚĞ:ĂŶĞŝƌŽ͗/ŶƚƌşŶƐĞĐĂ͕ϮϬϭϭ͘
>DK^͕ŶĚƌĠ͖>sz͕WŝĞƌƌĞ͘O futuro da internet: em direção a uma ciberdemocracia.
^ĆŽWĂƵůŽ͗WĂƵůƵƐ͕ϮϬϭϬ͘
>sz͕WŝĞƌƌĞ͘Cibercultura͘ϯ͘ĞĚ͘^ĆŽWĂƵůŽ͗ϯϰ͕ϮϬϭϬ͘
DKtE͕:ŽŚŶ͖͘D/EKZ͕DŝĐŚĂĞů^͘Comportamento do consumidor. São Paulo:
WĞĂƌƐŽŶWƌĞŶƟĐĞ,Ăůů͕ϮϬϬϯ͘
WZ/DK͕ůĞdž&ĞƌŶĂŶĚŽdĞŝdžĞŝƌĂ͘ƐĞŵĞƌŐġŶĐŝĂƐĚĂƐĐŽŵƵŶŝĚĂĚĞƐǀŝƌƚƵĂŝƐ.
ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬǁǁǁ͘ƐŝƚĞĚĂĞƐĐŽůĂ͘ĐŽŵͬĚŽǁŶůŽĂĚƐͬƉŽƌƚĂůͺĂůƵŶŽͬDĂŝŽͬйϮϬ
ĞŵĞƌŐйŶĐŝĂйϮϬĚĂƐйϮϬĐŽŵƵŶŝĚĂĚĞƐйϮϬǀŝƌƚƵĂŝƐ͘ƉĚĨх͘ĐĞƐƐŽĞŵ͗ϳũĂŶ͘ϮϬϭϭĂ͘
______. KƐƉĞĐƚŽZĞůĂĐŝŽŶĂůĚĂƐ/ŶƚĞƌĂĕƁĞƐŶĂtϮ͘Ϭ. Disponível em:
фŚƩƉ͗ͬͬǁǁǁ͘ĐŽŵƉŽƐ͘ŽƌŐ͘ďƌͬĮůĞƐͬϬϯĞĐŽŵƉŽƐϬϵͺůĞdžWƌŝŵŽ͘ƉĚĨх͘ĐĞƐƐŽĞŵ͗ϳũĂŶ͘
ϮϬϭϭď͘

Universo Acadêmico, Taquara, v. 5, n. 1, jan./dez. 2012. | 57

ZhZK͕ZĂƋƵĞů͘Redes sociais na internet͘WŽƌƚŽůĞŐƌĞ͗^ƵůŝŶĂ͕ϮϬϭϬ͘
^DZ͕ĞĂƚƌŝnj^ĂŶƚŽƐ͖DKZ^,͕DĂƌĐŽƵƌĠůŝŽ͘Comportamento do consumidor:
ĐŽŶĐĞŝƚŽƐĞĐĂƐŽƐ͘^ĆŽWĂƵůŽ͗WƌĞŶƟĐĞ,Ăůů͕ϮϬϬϱ͘
^/Yh/Z͕ƚŚĞǀĂůĚŽ͘Para compreender o mundo digital͘^ĆŽWĂƵůŽ͗'ůŽďŽ͕ϮϬϬϴ͘
^K>KDKE͕DŝĐŚĂĞůZ͘O comportamento do consumidor͗ĐŽŵƉƌĂŶĚŽ͕ƉŽƐƐƵŝŶĚŽĞ
ƐĞŶĚŽ͘ϳ͘ĞĚ͘WŽƌƚŽůĞŐƌĞ͗ŽŽŬŵĂŶ͕ϮϬϬϴ͘
d>>^͕ŶĚƌĠ͘ƌĞǀŽůƵĕĆŽĚĂƐŵşĚŝĂƐƐŽĐŝĂŝƐ͗ĐĂƐĞƐ͕ĐŽŶĐĞŝƚŽƐ͕ĚŝĐĂƐĞĨĞƌƌĂŵĞŶƚĂƐ͘
^ĆŽWĂƵůŽ͗D͘ŽŽŬƐ͕ϮϬϭϬ͘
dZZ͕ĂƌŽůŝŶĂ&ƌĂnjŽŶ͘ƐƌĞůĂĕƁĞƐƉƷďůŝĐĂƐĞĂƐŶŽǀĂƐƚĞĐŶŽůŽŐŝĂƐĚĞŝŶĨŽƌŵĂĕĆŽĞ
de comunicação͘ŝƐƉŽŶşǀĞůĞŵ͗фŚƩƉ͗ͬͬǁǁǁ͘ĨĂŐ͘ĞĚƵ͘ďƌͬƉƌŽĨĞƐƐŽƌĞƐͬĂŶĚĞƌƐŽŶͬ
ƐƐĞƐƐŽƌŝĂйϮϬϮϬϬϵͬĂƌƟŐŽйϮϬͲйϮϬƌĞůĂйϳй&ϱĞƐйϮϬƉƵďůŝĐĂƐйϮϬĞйϮϬĂƐйϮϬŶŽǀĂƐй
ϮϬƚĞĐŶŽůŽŐŝĂƐйϮϬĞйϮϬŝŶĨŽƌŵĂйϳйϯŽйϮϬͲйϮϬϱ͘ƉĚĨх͘ĐĞƐƐŽĞŵ͗ϮϮŵĂŝŽϮϬϭϭ͘
dKZZ^͕ůĄƵĚŝŽ͘ďşďůŝĂĚŽŵĂƌŬĞƟŶŐĚŝŐŝƚĂů͗tudo o que você queria saber sobre
ŵĂƌŬĞƟŶŐĞƉƵďůŝĐŝĚĂĚĞŶĂŝŶƚĞƌŶĞƚĞŶĆŽƟŶŚĂĂƋƵĞŵƉĞƌŐƵŶƚĂƌ͘^ĆŽWĂƵůŽ͗EŽǀĂƚĞĐ͕
ϮϬϬϵ͘
s͕ŽŶƌĂĚŽĚŽůĨŽ͘'ŽŽŐůĞŵĂƌŬĞƟŶŐ͗ŽŐƵŝĂĚĞĮŶŝƟǀŽĚĞŵĂƌŬĞƟŶŐĚŝŐŝƚĂů͘^ĆŽ
WĂƵůŽ͗EŽǀĂƚĞĐ͕ϮϬϭϬ͘

58 | Faculdades Integradas de Taquara - Faccat