Organizational discourses: consumer relations in the environment of the digital social networks
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2015.139272Keywords:
Communication. Language. Speech. Consumption. Co-Creation. Digital social media.Abstract
Nowadays organizations tend to seek new forms of relationship with their stakeholders; the challenge is to insert them in acollaborative atmosphere, for construction of products and in the divulgement of brands through the digital social networks.The text presents theoretical elements that provide a discussion of this phenomenon of market relations, of consumptionand of language, in addition to illustrating the discussion with cases of collaborative advertising. The interaction actuallytakes place when, by means of the language, the persons establish contracts (even if informal) of partnership in the creationand production of messages. When inserted in the development of new products or services, the consumer is led to engagein spreading the content through the social media.
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