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RESUMO As redes sociais vem sendo utilizadas como canal de comunicacao para os consumidores exporem sua satisfacao e insatisfacao com as empresas. O objetivo deste artigo e o de identificar as caracteristicas dos consumidores que reclamam no Facebook. A amostra foi composta por 359 respondentes residentes em 4 cidades do estado de Minas Gerais. Os dados foram tabulados e processados por meio do software SPSS 17.0. Foram utilizadas tecnicas de estatistica descritiva (distribuicao de frequencia, media, desvio-padrao e tabulacao cruzada) e testes nao-parametricos (Teste qui-quadrado e Correlacao de Spearman). Verificou-se que a atitude do consumidor em expor a sua insatisfacao no Facebook independe do sexo e da idade deste (hipoteses 1 e 2 refutadas), porem constatou-se que tanto a renda quanto a escolaridade desse usuario da rede social interfere na exposicao ou nao da insatisfacao via internet (hipoteses 3 e 4 confirmadas). Individuos com ensino superior e pertencentes a classe C foram os que mais se mostraram adeptos da rede social como canal de comunicacao para expor seu descontentamento com a qualidade de um produto ou da prestacao de um servico. Palavras-Chave: E-won negativo. Consumidor Insatisfeito. Facebook. Abstract: Social networks are being used as a communication channel for consumers expose their satisfaction and dissatisfaction with the companies. The purpose of this article is to identify the characteristics of consumers who complain on Facebook. The sample consisted of 359 respondents living in four cities in the state of Minas Gerais. Data were tabulated and processed using SPSS 17.0 software. Techniques of descriptive statistics (frequency distribution, mean, standard deviation and cross tabulation) and non-parametric tests (Chi-square test and Spearman correlation) were used. It was found that the attitude of the consumers to expose their dissatisfaction on Facebook depend on the sex and age of this (hypotheses 1 and 2 refuted), but it was found that both the income and the education level of this social network user interference in the exhibition or not of dissatisfaction via internet (3:04 hypotheses confirmed). Individuals with higher and belonging to the class C school were the ones that showed supporters of social networking as a communication channel to expose their dissatisfaction with the quality of a product or providing a service. Keywords: E-won negative. Dissatisfied consumer. Facebook.

Facebook Ou “Angrybook”? Uma Análise Sobre O E-Won Negativo Na Rede Social