Empregados como agentes digitais de reputação da marca: caso "Essa Coca é Fanta, e daí?".

This article presents aspects related to information consumption motivated by technology and how these new habits can impact companies based on the opinion of employees, as digital agents of brand reputation. The object of study is the endomarketing campaign "This Coca-Cola is Fanta. So what?", Developed in 2017, which had wide repercussions due to the spontaneous sharing of employees. This result was analyzed based on the case study applying the theoretical framework of organizational communication. [ABSTRACT FROM AUTHOR]