Desafios éticos do branding nas redes sociais

Abstract

In the current branding scenario, brands face a number of ethical challenges when using social media to build consumers’ ethical perceptions. Since companies use social media to promote their brands, they directly or indirectly influence consumers’ ethical perceptions, leading to various challenges. One of the main challenges is the spread of false information, which can quickly damage a brand’s reputation and consumers’ trust. Privacy and data protection are also significant concerns, as users are increasingly aware of the importance of keeping their personal information safe. When considering brands’ presence on social media and its impact on building consumers’ ethical perceptions, it is essential to highlight: What are the main challenges faced by brands when using social media to build consumers’ ethical perceptions?’ The objective of the article is to ‘Evaluate the role of brands on social media in building consumers’ ethical experience’. The methods used were applied, with a qualitative/quantitative approach, and the problem-solving method was inductive with descriptive and explanatory purposes, where the means of investigation were: bibliographic, ex post facto and telematic. A closed questionnaire was used, including the Likert scale with five levels for analysis and generation of results. The research highlighted the difficulty of measuring the influence of ethical strategies on consumer behavior and highlighted the role of social networks and transparency in branding. The study confirmed that transparency and ethics are essential to building trust and lasting bonds with consumers on social media. The objectives were achieved by validating that ethical practices strengthen sustainable branding.