An Analysis of Brazilian Journalistic Coverage of Complaints Platforms

The rise of digital commerce and the increasing presence of User-Generated Content (UGC) on social media have made online complaint platforms essential for resolving conflicts between companies and consumers. In this context, the media plays a crucial role in amplifying the visibility of these platforms and shaping public companies' perceptions. This study examines news complaint platform coverage, focusing on Consumidor.gov and ReclameAqui as case studies. The analysis of 121 news items explores how the media portrays the Social CRM practices employed by companies. The findings reveal the prevalence of topics such as consumer protection, sales promotions, and airline industry complaints, emphasizing the necessity of transparent communication between companies and customers. Additionally, the results underscore the importance of companies implementing effective Social CRM practices, such as personalized responses, to enhance consumer trust.