FROM BITE TO LIKE: THE INFLUENCE OF THE DEGREE OF CORPORATE USE AND REPERCUSSION ON SOCIAL MEDIA IN THE ONLINE RECOMMENDATION OF BAR AND RESTAURANT CUSTOMERS

Abstract

Goal: This study aims to measure the Degree of Corporate Use and Repercussion in Social Media and verify whether this indicator is a good predictor of the evaluation of services performed by consumers. Method: We conducted a survey of online interactions - between consumers and commercial establishments - of bars and restaurants in Jardim Paulista in social media of great impact. We analyzed data obtained from 92 establishments and four social media platforms: Facebook, Instagram, Twitter and TripAdvisor. The data were analyzed descriptively, by calculating indicators, by cluster analysis, and by linear regression analysis. Main results: The results obtained indicate that Facebook has the highest representation, followed by Instagram and Twitter. The interactions on the part of the users are made through tastes, comments and sharing. The way Instagram's users manifest themselves most is through fun, while on Facebook, this occurs through comments and on Twitter, through sharing. It was possible to identify that most of the sample has Degree of Corporate Use and Repercussion in Social Media low, but in general, the whole sample has good evaluations made by customers in TripAdvisor. Theoretical contributions: We concluded that the Degree of Corporate Use and Repercussion in Social Media index is not able to influence the evaluation of clients about products and services, although it plays an important role as a means of brand promotion and direct communication channel with the consumer. Relevance: Social media have gained space and representativeness in recent years, being considered as an important marketing and communication tool for organizations. Used not only by society in general, but also by organizations, these media have become an important channel of connection with consumers. Faced with this reality, understanding the relationship between social interactions and performance evaluations becomes relevant academically and managerially.