Affinity in adversity: examining brand love and online customer engagement in the restaurant industry

• Autores: José William de Queiroz Barbosa, Maria Carolina Cavalcante Dias, Lissa Valéria Fernandes Ferreira
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 20, Nº 4, 2024, págs. 47-62
• Idioma: inglés
• DOI: 10.18089/tms.20240404
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    Estudos anteriores investigaram o amor à marcaem restaurantes, mas não consideraram a dinâmica das avaliações onlinesobre marcas de restaurantes. Para preencher esta lacuna, este estudo tem por objetivo compreender como os consumidores com elevado nível de amor à marca de restaurantes as defendem frente a avaliações negativas nas redes sociais. Esta pesquisa, realizada no contexto brasileiro, adota abordagem qualitativa, analisando 3.979 avaliações de clientes, provenientes do Instagram, por meio de análise de sentimento e de conteúdo categorial. A partir das dimensões do amor à marca, os resultados mostraram que os clientes que amam as marcas de restaurantes reagem às avaliações negativas sobre elas nas redes sociais, expressando sua conexão emocional positiva com as empresas e agindo como seus defensores. O estudo mostra que, para o segmento de restaurantes, é relevante ter consumidores que amam a marca, uma vez que eles ajudam a mitigar os efeitos gerados por comentários negativos online. Além disso, a pesquisa evidencia como o amor à marcase manifesta no contextodigital das marcas de restaurantes.

  • English

    Previous studies have investigated brand love in restaurantsbut have not considered the dynamics of online reviews about restaurant brands. To fill this gap, this study aims to understand how consumers with a high level of love towards restaurant brands defend them in the face of negative reviews on social media. This research, carried out in a Brazilian context, adopts a qualitative approach, analysing 3,979 customer reviews sourced from Instagram through sentiment and categorical content analysis. From the dimensions of brand love, the results showed that customers who love restaurant brands react to negative reviews about them on social media, expressingtheir positive emotional connection with the companies and acting as their defenders. The study showsthat for the restaurant segment, it is relevant to have consumers who love the brandonce they helpmitigate the effects generated by negative comments online. Furthermore, the research highlights how brand love manifests in restaurant brands' digital context.

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