Comunicação em tempos de crise e as armadilhas do oportunismo

  • Karin Ligia Brondino-Pompeo ESPM
  • Carla Caires Abdalla Fundação Armando Alvares Penteado (FAAP)
  • Isabela Carvalho Morais Universidade Federal de Ouro Preto (UFOP)
  • Marina Henriques Viotto FGV-EAESP

Resumo

A crise instaurada pela COVID-19 trouxe desafios para a comunicação de marketing, cada vez mais centrada nas redes sociais, que permitem interação direta e instantânea com os consumidores. O presente artigo tem como objetivo identificar e discutir práticas de comunicação vistas como oportunistas pelos consumidores durante crises. Com base na análise e codificação aberta de comentários dos consumidores em comunicações de marcas no Instagram, foram mapeadas quatro práticas tidas como oportunistas - mudança de tom radical, alienação intencional, busca por redenção e falso altruísmo - e analisados os diferentes graus de indignação do consumidor frente a essas práticas. Por fim, é proposta uma ferramenta de análise focada no posicionamento da marca, em três etapas, sendo elas: 1. identificar características centrais do posicionamento da marca; 2. conectar a comunicação em tempos de crise a essas características, mantendo a consistência do posicionamento; e 3. revisar a comunicação ante as quatro práticas oportunistas identificadas na análise de dados antes de sua implantação. Com isso, pretende-se trazer um guia para que as marcas possam realizar uma comunicação adequada em momentos de crise.

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Publicado
2021-04-27
Como Citar
BRONDINO-POMPEO, Karin Ligia et al. Comunicação em tempos de crise e as armadilhas do oportunismo. International Journal of Business Marketing, [S.l.], v. 6, n. 1, p. 13-26, abr. 2021. ISSN 2447-7451. Disponível em: <http://www.ijbmkt.org/index.php/ijbmkt/article/view/156>. Acesso em: 02 dez. 2021.
Seção
Artigos tecnológicos