Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais

Detalhes bibliográficos
Autor(a) principal: Souza, Rodrigo Menezes de
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da Uninove
Texto Completo: http://bibliotecatede.uninove.br/handle/tede/2058
Resumo: The studies about small companies have always been prominent in the academy because of the importance that this kind of organization brings to the economy of the countries and for job???s generation. Because the popularization of social medias such as Facebook, Instagram, Twitter and others, these organizations have sought to insert themselves into these channels in search of greater contact with their consumers and reach previously untapped markets due to geographical limitation in the offline universe. From this phenomenon, academic studies have been trying to explain the causes of this kind of organization to use social media and how they can do to enable actions of insertion in these channels. Such studies are in the early stages and still do not have a clear consensus on ways of using social media especially in the small business universe. The present work aims to address this gap presented as the project management appropriate to the context of small companies can contribute to the process of insertion of these organizations into the social media in a structured way and able to meet the motivators and strategic objectives of the entrepreneurs. For this, a qualitative research was conducted with the Design Science Research method, which developed and validated an artifact for including small companies into social media. At the stage of discovery the problems to be solved by the research, interviews were conducted with three small Brazilian companies with a presence in social media and with business strategies focused on the digital world. In order to build the artifact, bibliometric co-citation and lexical analyzes were performed and for the validation of the artifact a Mann-Whitney statistical analysis of the social media posts carried out by the three companies and response actions of their followers, also new interviews with the entrepreneurs were conducted. As a result, an artifact was presented with motivators focused on innovation, market growth and revenue and the definition that a project for social media in small companies should consider advertising and call to action focused at the product.
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spelling Maccari, Emerson AntonioMazieri, Marcos RogerioMaccari, Emerson AntonioMazieri, Marcos RogerioPedron, Cristiane DrebesBiancolino, C??sar Augustohttp://lattes.cnpq.br/6164928011160461Souza, Rodrigo Menezes de2019-07-10T17:47:19Z2019-03-15Souza, Rodrigo Menezes de. Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais. 2019. 106 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o de Projetos) - Universidade Nove de Julho, S??o Paulo.http://bibliotecatede.uninove.br/handle/tede/2058The studies about small companies have always been prominent in the academy because of the importance that this kind of organization brings to the economy of the countries and for job???s generation. Because the popularization of social medias such as Facebook, Instagram, Twitter and others, these organizations have sought to insert themselves into these channels in search of greater contact with their consumers and reach previously untapped markets due to geographical limitation in the offline universe. From this phenomenon, academic studies have been trying to explain the causes of this kind of organization to use social media and how they can do to enable actions of insertion in these channels. Such studies are in the early stages and still do not have a clear consensus on ways of using social media especially in the small business universe. The present work aims to address this gap presented as the project management appropriate to the context of small companies can contribute to the process of insertion of these organizations into the social media in a structured way and able to meet the motivators and strategic objectives of the entrepreneurs. For this, a qualitative research was conducted with the Design Science Research method, which developed and validated an artifact for including small companies into social media. At the stage of discovery the problems to be solved by the research, interviews were conducted with three small Brazilian companies with a presence in social media and with business strategies focused on the digital world. In order to build the artifact, bibliometric co-citation and lexical analyzes were performed and for the validation of the artifact a Mann-Whitney statistical analysis of the social media posts carried out by the three companies and response actions of their followers, also new interviews with the entrepreneurs were conducted. As a result, an artifact was presented with motivators focused on innovation, market growth and revenue and the definition that a project for social media in small companies should consider advertising and call to action focused at the product.Os estudos acerca de pequenas empresas sempre foram pautas de destaque na academia, pela import??ncia que este tipo de organiza????o traz para a economia dos pa??ses e para gera????o de empregos. Com o advento do uso de m??dias sociais como Facebook, Instagram, Twitter entre outras, tais organiza????es t??m buscado inserirem-se nestes canais em busca de maior contato com seus consumidores e alcance de mercados anteriormente n??o explorados por quest??es de limita????o geogr??fica no universo offline. A partir deste fen??meno, estudos acad??micos v??m buscando explicar os motivadores que levam este tipo de organiza????o a utilizar as m??dias sociais e como fazer para viabilizar a????es de inser????o nestes canais. Tais estudos encontram-se em est??gios iniciais e ainda sem um consenso claro sobre formas de uso das m??dias sociais dentro do universo de pequenas empresas. O presente trabalho buscou endere??ar tal lacuna apresentando como o gerenciamento de projetos adequado ao contexto de pequenas empresas pode contribuir no processo para inser????o destas organiza????es nas m??dias socias de forma estruturada e capaz de atender aos motivadores e objetivos estrat??gicos dos empreendedores. Para tanto, foi conduzida uma pesquisa qualitativa com o m??todo Design Science Research a qual desenvolveu e validou um artefato para proposi????o de um projeto com o objetivo de inserir pequenas empresas nas m??dias sociais. Durante a etapa de levantamento dos problemas a serem solucionados pela pesquisa, foram realizadas entrevistas com tr??s pequenas empresas brasileiras j?? com presen??a nas m??dias sociais e com estrat??gias de neg??cio voltadas ao mundo digital. Para constru????o do artefato, estudos bibliom??tricos de co-cita????o e an??lises lexical foram realizados e para valida????o do artefato foi conduzida uma an??lise estat??stica Mann-Whitney das postagens em m??dias sociais realizadas pelas tr??s empresas e a????es de engajamento dos seus seguidores, al??m de novas entrevistas com os tr??s empreendedores. Como resultado apresentou-se um artefato com motivadores direcionados para inova????o, aumento de mercado e receita, al??m da defini????o de que um projeto para m??dias sociais em pequenas empresas deve considerar como objetivos a????es de publicidade e chamada para a????o voltadas aos produtos das empresas.Submitted by Nadir Basilio (nadirsb@uninove.br) on 2019-07-10T17:47:19Z No. of bitstreams: 1 Rodrigo Menezes de Souza.pdf: 4253617 bytes, checksum: 50175f7c09fced132da4b64730c2c908 (MD5)Made available in DSpace on 2019-07-10T17:47:19Z (GMT). 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dc.title.por.fl_str_mv Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
dc.title.alternative.eng.fl_str_mv A project for including small business into social media
title Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
spellingShingle Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
Souza, Rodrigo Menezes de
gerenciamento de projetos em PME`s
m??dias sociais para PME`s
estrat??gias online para pequenas empresas
project management in SMEs
social media in SMEs
online strategy for SMEs
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
title_full Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
title_fullStr Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
title_full_unstemmed Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
title_sort Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais
author Souza, Rodrigo Menezes de
author_facet Souza, Rodrigo Menezes de
author_role author
dc.contributor.advisor1.fl_str_mv Maccari, Emerson Antonio
dc.contributor.advisor-co1.fl_str_mv Mazieri, Marcos Rogerio
dc.contributor.referee1.fl_str_mv Maccari, Emerson Antonio
dc.contributor.referee2.fl_str_mv Mazieri, Marcos Rogerio
dc.contributor.referee3.fl_str_mv Pedron, Cristiane Drebes
dc.contributor.referee4.fl_str_mv Biancolino, C??sar Augusto
dc.contributor.authorLattes.fl_str_mv http://lattes.cnpq.br/6164928011160461
dc.contributor.author.fl_str_mv Souza, Rodrigo Menezes de
contributor_str_mv Maccari, Emerson Antonio
Mazieri, Marcos Rogerio
Maccari, Emerson Antonio
Mazieri, Marcos Rogerio
Pedron, Cristiane Drebes
Biancolino, C??sar Augusto
dc.subject.por.fl_str_mv gerenciamento de projetos em PME`s
m??dias sociais para PME`s
estrat??gias online para pequenas empresas
topic gerenciamento de projetos em PME`s
m??dias sociais para PME`s
estrat??gias online para pequenas empresas
project management in SMEs
social media in SMEs
online strategy for SMEs
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv project management in SMEs
social media in SMEs
online strategy for SMEs
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description The studies about small companies have always been prominent in the academy because of the importance that this kind of organization brings to the economy of the countries and for job???s generation. Because the popularization of social medias such as Facebook, Instagram, Twitter and others, these organizations have sought to insert themselves into these channels in search of greater contact with their consumers and reach previously untapped markets due to geographical limitation in the offline universe. From this phenomenon, academic studies have been trying to explain the causes of this kind of organization to use social media and how they can do to enable actions of insertion in these channels. Such studies are in the early stages and still do not have a clear consensus on ways of using social media especially in the small business universe. The present work aims to address this gap presented as the project management appropriate to the context of small companies can contribute to the process of insertion of these organizations into the social media in a structured way and able to meet the motivators and strategic objectives of the entrepreneurs. For this, a qualitative research was conducted with the Design Science Research method, which developed and validated an artifact for including small companies into social media. At the stage of discovery the problems to be solved by the research, interviews were conducted with three small Brazilian companies with a presence in social media and with business strategies focused on the digital world. In order to build the artifact, bibliometric co-citation and lexical analyzes were performed and for the validation of the artifact a Mann-Whitney statistical analysis of the social media posts carried out by the three companies and response actions of their followers, also new interviews with the entrepreneurs were conducted. As a result, an artifact was presented with motivators focused on innovation, market growth and revenue and the definition that a project for social media in small companies should consider advertising and call to action focused at the product.
publishDate 2019
dc.date.accessioned.fl_str_mv 2019-07-10T17:47:19Z
dc.date.issued.fl_str_mv 2019-03-15
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
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dc.identifier.citation.fl_str_mv Souza, Rodrigo Menezes de. Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais. 2019. 106 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o de Projetos) - Universidade Nove de Julho, S??o Paulo.
dc.identifier.uri.fl_str_mv http://bibliotecatede.uninove.br/handle/tede/2058
identifier_str_mv Souza, Rodrigo Menezes de. Proposi????o de um projeto para inser????o de pequenas empresas nas m??dias sociais. 2019. 106 f. Disserta????o( Programa de Mestrado Profissional em Administra????o - Gest??o de Projetos) - Universidade Nove de Julho, S??o Paulo.
url http://bibliotecatede.uninove.br/handle/tede/2058
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language por
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dc.publisher.initials.fl_str_mv UNINOVE
dc.publisher.country.fl_str_mv Brasil
dc.publisher.department.fl_str_mv Administra????o
publisher.none.fl_str_mv Universidade Nove de Julho
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