REPUTAÇÃO DIGITAL: O PODER DA OPINIÃO PÚBLICA E A IMPORTÂNCIA DA PREDIÇÃO TECNOLÓGICA NAS AÇÕES DE COMUNICAÇÃO DE MARCAS NO MERCADO FITNESS

Abstract

It took about 70 years for marketing to evolve from a product-centric model to a customer-centric one, a fact that has shifted all communication segmentation toward the human aspect of consumer relationships. Thus, the consumer becomes the protagonist in this relationship and wields unparalleled power: their opinion, bringing together key players who can either contribute to or detract from a brand based on this impact. The objective of this research is to analyze what brands present to the public, along with how the public reacts to and reflects on this relationship in the digital environment, as aspects of reputational management. Information about the Smartfit brand, a leading player in Brazilian retail with international operations, will be presented and analyzed, focusing on the crisis triggered by the COVID-19 pandemic. Quantitative research and the use of digital tools comprise the data analysis universe and demonstrate the effectiveness of reputational management as a way to overcome image crises and achieve effective results, confirming the use of this methodology by the brand mentioned in the respective episode. This highlights the importance of understanding personas, their journeys, and their drivers of interest, as well as external influences that impact consumer purchasing decisions or even loyalty, characterizing digital reputation as a key element for brand health.