Organizações e mídias sociais: uma relação institucionalmente imersa

• Autor(a) principal: Sobrinho, Renata Fragoso Maria
• Data de Publicação: 2016
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Repositório do Centro Universitário Braz Cubas
• Texto Completo: https://repositorio.cruzeirodosul.edu.br/handle/123456789/2809
• topic: Administração de empresas; Marketing na internet; Comunicação nas organizações; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

This thesis proposed to investigate, in an exploratory way, which aspects of institutional embeddedness underlie the relationship between organizations and social media, from its empirical manifestation. To do so, the research began with the empirical stage, which consisted in collect data in four different but complementary sources: databases, analytical corpus, interviews and representative cases. The data obtained were analyzed through quantitative procedures, in the case of databases, and through qualitative procedures, in the case of analytical corpus, interviews and representative cases. The join analysis of the data allowed to identity an emerging field of knowledge in Administration; to identify three different conceptions of social media in organizational studies, which enabled the formulation of three different social media concepts; and to identify daily organization practices due to the use and interaction with social media. Underlying these aspects, were identified four dimensions of the relationship between organizations and social media: instrumental dimension, relational dimension, discursive dimension, and institutional dimension, which were approximated to the theoretical approaches of Organization Theory, in order to emphisize the contribution of these dimensions for those theoretical approaches. The organizational institutionalism perspective, when confronted with the joint analysis of the data, allowed to defend the institutional embeddedness of the relationship between organizations and social media from the aspects of organizational field, organizational legitimacy, institutional work, and institutional logic. Based on the assumption that the relationship between organizations and social media is institutionally embedded, the consideration of social media as a technological apparatus and as “external” to both society and organizations is no longer sustainable, due to the complexity of the interactions that underlie this relationship. Thus, it must be considered embedded in a broader institutional context that, at the same time as it influences, is influenced by the same context.