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International Journal of Auditing Technology (1 paper in press)
Auditing social networks on post-purchase behavior: analysis of the content of the mentions on AliExpress in Brazil by Mauro Maia Laruccia, Dalton Tria Cusciano 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 behavior 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 October 29, 2015, to November 4, 2015, reflecting the behavior of the consumer about the post-purchase process. The result of the popularization 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.