Ações de logística reversa comentadas em redes sociais: um estudo de casos múltiplos

Abstract

This study aims to track and categorize Reverse Logistics actions in comments in virtual social networks, noting the effect of the reverse logistics chains in consumer value perception. Thus, messages will be tracked and analyzed collected from blogs, as Recuero and Zago (2009, 2010) classifying them in Informational and Conversational. Qualitative research of exploratory nature was held in blogs on the three companies listed by the magazine Press as featured for its sustainable actions. For analysis of the comments was used also the online software Tagxedo to list the words of highest incidence observed by page. The conclusion of this research that concepts related to Reverse Logistics, Sustainability and recycling are increasingly valued by consumers and that blogs constitute an excellent environment for managing these ideas. There was also a considerable incidence of Informational comments, setting up a constant flow of information on these social networks as well as considerable consumer interest in this subject.