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A Importância da Comunicação Estratégica para os Stakeholders, na Gestão de Crise e Reputação de uma Marca – O Caso SHEIN
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Com a crescente presença das marcas no meio digital, um pequeno deslize pode rapidamente alterar a percepção do público em relação a uma empresa, exercendo influência direta sobre as suas emoções. O mesmo não é diferente com a marca SHEIN - a gigante do fast-fashion tem enfrentado uma crise de reputação em várias frentes, não conseguindo dar uma resposta efetiva às mesmas. É neste ponto, que a comunicação
estratégica emerge como uma ferramenta fundamental, capaz de mitigar os danos e preservar a reputação corporativa diante de públicos tão diversos (B2B e B2C). O objetivo central deste estudo prende-se com a demonstração da imprescindibilidade e relevância da comunicação estratégica, no processo de restauração da reputação de uma marca em crise, no caso, da marca SHEIN. O foco recai sobre a ligação emocional e a
reputação da marca SHEIN, a credibilidade atribuída a mensagens negativas e à violação percebida sobre a mesma, por parte dos seus stakeholders, assim como, o seu comportamento de compra face à situação de crise reputacional da marca. Deste modo, foi desenvolvido um modelo estrutural baseado numa revisão de literatura abrangente, visando analisar a relação causal entre as variáveis de investigação. Para tal, recorreu-se a um estudo empírico, através de um questionário online. Utilizando uma abordagem metodológica quantitativa, a amostra foi constituída por 357 inquiridos, e os resultados foram analisados através do software de análise estatística Smart PLS 4. Os resultados obtidos demonstram que a intenção de compra dos consumidores é influenciada pela ligação emocional à marca e pela reputação da mesma. Verificou-se de
igual modo, que a reputação, tanto afetiva como cognitiva, impacta a perceção da violação cometida pela marca e da credibilidade de mensagens negativas, ao contrário da ligação emocional à marca. Os resultados destacam também, a importância da reputação afetiva na diminuição da credibilidade de mensagens negativas, fornecendo insights valiosos para a comunicação estratégica durante crises de reputação.
Este estudo oferece contribuições significativas para a comunidade académica e orientações práticas para empresas que enfrentam desafios semelhantes, enfatizando a necessidade de uma comunicação transparente e proativa, a fim de fortalecer os laços com os stakeholders e mitigar os danos à sua reputação.
With the growing presence of brands in the digital environment, a small slip-up can quickly alter the public's perception of a company, exerting a direct influence on their emotions. It is no different with the SHEIN brand - the fast-fashion giant has been facing a reputation crisis on several fronts and has been unable to respond effectively to them. At this point, strategic communication emerges as a fundamental tool, capable of mitigating the damage and preserving corporate reputation in the face of such diverse audiences (B2B and B2C). The main objective of this study is to demonstrate the indispensability and relevance of strategic communication in the process of restoring the reputation of a brand in crisis, in this case, the SHEIN brand. The focus is on the emotional attachment and reputation of the SHEIN brand, the credibility attributed to negative messages and the perceived violation of the brand by its stakeholders, as well as their purchasing behaviour in the face of the brand's reputational crisis. A structural model was therefore developed based on a comprehensive literature review, with the aim of analysing the causal relationship between the research variables. To this end, an empirical study was carried out using an online questionnaire. Using a quantitative methodological approach, the sample consisted of 357 respondents and the results were analysed using Smart PLS 4 statistical analysis software. The results show that consumers' purchase intent is influenced by their emotional attachment to the brand and its reputation. It was also found that reputation, both affective and cognitive, impacts the perception of brand violations and the credibility of negative messages, unlike emotional attachment to the brand. The results also highlight the importance of affective reputation in diminishing the credibility of negative messages, providing valuable insights for strategic communication during reputational crises. This study offers significant contributions to the academic community and practical guidance for companies facing similar challenges, emphasising the need for transparent and proactive communication in order to strengthen ties with stakeholders and mitigate damage to their reputation.
With the growing presence of brands in the digital environment, a small slip-up can quickly alter the public's perception of a company, exerting a direct influence on their emotions. It is no different with the SHEIN brand - the fast-fashion giant has been facing a reputation crisis on several fronts and has been unable to respond effectively to them. At this point, strategic communication emerges as a fundamental tool, capable of mitigating the damage and preserving corporate reputation in the face of such diverse audiences (B2B and B2C). The main objective of this study is to demonstrate the indispensability and relevance of strategic communication in the process of restoring the reputation of a brand in crisis, in this case, the SHEIN brand. The focus is on the emotional attachment and reputation of the SHEIN brand, the credibility attributed to negative messages and the perceived violation of the brand by its stakeholders, as well as their purchasing behaviour in the face of the brand's reputational crisis. A structural model was therefore developed based on a comprehensive literature review, with the aim of analysing the causal relationship between the research variables. To this end, an empirical study was carried out using an online questionnaire. Using a quantitative methodological approach, the sample consisted of 357 respondents and the results were analysed using Smart PLS 4 statistical analysis software. The results show that consumers' purchase intent is influenced by their emotional attachment to the brand and its reputation. It was also found that reputation, both affective and cognitive, impacts the perception of brand violations and the credibility of negative messages, unlike emotional attachment to the brand. The results also highlight the importance of affective reputation in diminishing the credibility of negative messages, providing valuable insights for strategic communication during reputational crises. This study offers significant contributions to the academic community and practical guidance for companies facing similar challenges, emphasising the need for transparent and proactive communication in order to strengthen ties with stakeholders and mitigate damage to their reputation.
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SHEIN Reputação Crise Comunicação estratégica Stakeholders Reputation Crisis Strategic communication Stakeholders