IDENTIDADE ORGANIZACIONAL E MÍDIAS SOCIAIS DIGITAIS NA PÓS-MODERNIDADE: O CASO DEVA CURL NO BRASIL.

This paper analyzes the case of the cosmetics company Deva Curl in Brazil, regarding the use of the terms No-Poo® and Low-Poo® and the process of organizational identity construction in the context of digital social media. Through a bibliographic research on themes as identity, communication, virtual media and the conflicting relationship between companies and consumers, we conducted a case study based on statements materialized on Facebook by Deva Curl consumers. We consider that organizations use emotion in their advertising narratives, but they rationalize discourse in the face of conflicts, and must carefully look for otherness in a time of easy disengagement and increasingly fragile ties. [ABSTRACT FROM AUTHOR]