The role of content analysis in the brand-consumer relationship: a systemic view.

In this paper, the authors analysing Ceres case on Facebook aim toshow that the brand has changed the role moving from static and unidirectionalcommunication tool to a semantic space in which company and numerousagents (consumer and/or individual) exchange information to meet their needs.The active role that the digital marketing tools can play in a constant condition of bidirectional relationship becomes important: the firm is a complex adaptive system in which the boundaries are the cultural values that allow to maintain relationship with consumers; low level of boundaries shows a horizontal structure in which emerges the brand composed of both efforts of firm and consumer; consumer engagement reduces the product materiality reinforcing the service logic (service dominant logic). Therefore, authors will apply contentanalysis to study Ceres Facebook page, collecting users’ feedback to the brand posts to evaluate the brand positioning and to plan different behaviours.