Unidos não consumiremos: uma análise da coesão social de uma tribo como fator de mútuas influências virtuais no anticonsumo.

Abstract

Given the complexity and variety of factors that affect consumer behavior, there the influence of groups, a phenomenon that has gained new rudiments from the inclusion of a socializing space distinct from the physical world, because it is in an environment mediated by computers, with are virtual communities, these, presenting characteristics of the tribes, according to the concept espoused by Maffesoli (2006). Tied to the context there are virtual communities on sites of complaint, which allow the exchange of negative experiences, after certain consumption, often stimulating the promotion of social mobilization anti-consumption. In this sense, the research analysis the role of a virtual community of the ReclameAQUI site as a tribe that influence the behavior anti-consumption of it members, the light of the concept of social cohesion, of the social network analysis (SNA). The use of the SNA as a research method, in turn, allowing detecting the dynamics of interaction of interaction between social actors, together would be indicatives of social cohesion, conforming the proposition of the study. Being a descriptive research, with a quantitative and qualitative approach, made use of techniques to quantify relationships, through the application of a questionnaire. This in turn, identified general and specific measures of SNA, and formalized concepts that are not directly processed in pajek (software used in the study to generate networks that describe the different elements on analysis), in order to detect the social cohesion additionally, an analysis was performed to investigate the critical actors, observing their leadership skills. The inferences made were completed with the is of observation and interviews, which added also a qualitative research character. The results support an affirmative answer to the proposition of study and showed that consumers engaged in the community not only some members of the community acts as information intermediaries. Thus, through this research were pooled subsidies that point to the modes of communication and interaction, identification of groups, leaders, and network of influences, observation of production and transmission of information in the virtual community of consumer protection studied. Its main contribution lies in the fact of seeing not only the consumer but the group context in which it is inserted, through a perspective that considers the reality of social networks tribalized , determining actions of the mutual influences in anti-consumption.