The consumer’s power and the impact on brand management in TripAdvisor social media

Abstract

The last decades provided through technology platforms development one leap in consumer experience. Many markets were affected, as the hospitality market. Interviews with employees of hospitality industry were applied, along with literature review. It was shown that organizations began to observe more closely the question of social media and its impact on brands. New rules and consumer habits appear on the horizon, those who actively work in the construction or deconstruction of brands, through posts is perceived a wide range of objectives in using these social media, and some of these goals are: retaliation, denigrate and defame brands. However, it was not evident a specific behavior pattern.