In the last century, the advances in technology have brought enormous changes for consumers,
markets and marketing. From the early years of this century, information technologies have been
invading the conventional market, evolving into what it is today. One of the factors that enable this technology
wave is social media. As ...»»»»
In the last century, the advances in technology have brought enormous changes for consumers,
markets and marketing. From the early years of this century, information technologies have been
invading the conventional market, evolving into what it is today. One of the factors that enable this technology
wave is social media. As the possibilities of expression are increasing in social media, consumers
also increase their ability to intluence others through their own experiences. Some cases, particularly
Facebook, have seen a spectacular growth. There are few studies on the phenomenon, so it is intended, in
this study, through empirical observation and theoretical analysis to analyze the reactions of individuals
in social media (particularly in Facebook) and its contluence with the organizations.^^^^