Title: Auditing social networks on post-purchase behaviour: analysis of the content of the mentions on AliExpress in Brazil

Authors: Mauro Maia Laruccia; Dalton Tria Cusciano

Addresses: Faculdade de Economia e Administração (FEA) Pontifícia Universidade Católica de São Paulo (PUCSP), Brazil; Fundação Jorge Duprat e Figueiredo (FUNDACENTRO), Rua Capote Valente, Nº 710 – Pinheiros, São Paulo – SP, Brazil ' Public Administration and Government Fundação Getúlio Vargas (FGV/SP), Brazil; Fundação Jorge Duprat e Figueiredo (FUNDACENTRO), Rua Capote Valente, Nº 710 – Pinheiros, São Paulo – SP/Brazil

Abstract: This study aims to study the auditing social networks in post-purchase in the mentions of customers presented on the internet. The research problem was: how can post-consumer behaviour influence marketing strategies on social media? The Scup tool used as a data collection procedure for surveying social media mentions about AliExpress in Brazil. As a result, after applying the filter described in the procedures, we obtained 71 records (N = 71) collected in the period from 29 October 2015, to 4 November 2015, reflecting the behaviour of the consumer about the post-purchase process. The result of the popularisation of social networks has changed the relationship between companies and their publics. In the past those relations was processed through official customer service channels, today is via social networks, where customers expose their opinions about product or service purchased by a particular company. Retailers as AliExpress need to improve customer experience throw social media in Brazil.

Keywords: social networks; internet; e-commerce; post-purchase; strategy and content; Auditing social networks; Brazil.

DOI: 10.1504/IJAUDIT.2019.105748

International Journal of Auditing Technology, 2019 Vol.4 No.2, pp.133 - 147

Received: 17 Nov 2018
Accepted: 08 Jul 2019
Published online: 11 Mar 2020 *

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