Posso te seguir? proposta de um modelo de mensuração do relacionamento entre marcas de redes sociais e seus usuários
DOI:
https://doi.org/10.5585/remark.v22i1.21929Palabras clave:
Marketing de relacionamento, Relacionamento marca-consumidor, CRM, Redes sociais, Desenvolvimento de escalasResumen
Objetivo: O objetivo desse estudo foi examinar a relação entre emoções, percepção de risco, valor percebido e lealdade à marca durante uma crise global para entender como as emoções incidentais, ou seja, emoções não relacionadas à decisão, podem influenciar as percepções do consumidor sobre valor de bens e lealdade à marca.
Metodologia/abordagem: Usando dados coletados de 290 brasileiros durante a pandemia da Covid-19, um modelo estrutural baseado na percepção de risco, emoções positivas e negativas, valor percebido e lealdade à marca foi proposto e testado empiricamente.
Originalidade/valor: Esta pesquisa confirma que emoções incidentais podem impactar o valor percebido. Sendo assim, a pesquisa aumenta a compreensão do papel das emoções na relação consumidor-produto-marca. Em segundo lugar, o estudo faz uma contribuição metodológica ao analisar as relações entre percepção de crise, emoções positivas e negativas, valor percebido e lealdade à marca em uma situação real. Vale ressaltar que estudos sobre emoções incidentais no comportamento do consumidor são geralmente induzidos por experimentos.
Resultados: Os resultados mostraram que os respondentes se sentiram alertas e atentos, e estas emoções desempenharam uma função significante na relação entre emoções e valor percebido durante a pandemia. Observou-se que a percepção de risco influencia as emoções negativas e positivas, mas não influencia diretamente a lealdade à marca.
Contribuição teórica e prática: Os resultados fornecem suporte para o modelo, onde as emoções incidentais influenciam o valor percebido. Sendo assim, o estudo contribuiu para a literatura examinando e confirmando a relação entre emoções incidentais e valor percebido. No entanto, a percepção de risco e as emoções não influenciam diretamente a lealdade à marca. Desenvolver produtos e serviços que resolvam os problemas oriundos das emoções vivenciadas durante uma crise podem despertar o interesse do consumidor. Como contribuição social, a pesquisa apresenta que bens e serviços podem auxiliar na regulação emocional.
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