Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UCB |
Texto Completo: | https://bdtd.ucb.br:8443/jspui/handle/tede/2127 |
Resumo: | The presente study aims the investigation of the current state of adoption of social media by organizations of the Brasilian banking sector. Social media are made up of a group of internet based applications and built on technological foundations of Web 2.0 allow the creation and exchange of user-generated content. The adopted research methodology was exploratory and descriptive, considering that the subject is still considered new in academia. For better characterization of social media applications, a questionnaire structured type is available from online via. Five banks among public, private, regional and national activities comprised the sample observed. The evaluation of the data was performed based on both technical content analysis, considering the existence of open questions in the survey instrument, and in psychometric measurement of responses through the Likert scale. The relationship with customers was the main reason pointed out by banks as justification for the use of social media. The results presented, it was found that Facebook, Youtube and Twitter are the tools that the sample institutions more resort with the main objective of building a identity with your audience. Despite the risks associated with the corporate image, it was noted that such banks have well-defined strategies to mitigate the negative comments, a fact corroborated by including response time indicator to interactions made by consumers through this service channel. |
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Streit, Rosalvo Ermeshttp://lattes.cnpq.br/8320780829093601http://lattes.cnpq.br/0966155130570071Jonas, Luiz Sergio Vieira2017-05-24T17:04:21Z2016-08-19JONAS, Luiz Sergio Vieira. Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros. 2016. 126 f. Disserta????o (Programa Strictu Sensu em Gest??o do Conhecimento e da Tecnologia da Informa????o) - Universidade Cat??lica de Bras??lia, Bras??lia, 2016.https://bdtd.ucb.br:8443/jspui/handle/tede/2127The presente study aims the investigation of the current state of adoption of social media by organizations of the Brasilian banking sector. Social media are made up of a group of internet based applications and built on technological foundations of Web 2.0 allow the creation and exchange of user-generated content. The adopted research methodology was exploratory and descriptive, considering that the subject is still considered new in academia. For better characterization of social media applications, a questionnaire structured type is available from online via. Five banks among public, private, regional and national activities comprised the sample observed. The evaluation of the data was performed based on both technical content analysis, considering the existence of open questions in the survey instrument, and in psychometric measurement of responses through the Likert scale. The relationship with customers was the main reason pointed out by banks as justification for the use of social media. The results presented, it was found that Facebook, Youtube and Twitter are the tools that the sample institutions more resort with the main objective of building a identity with your audience. Despite the risks associated with the corporate image, it was noted that such banks have well-defined strategies to mitigate the negative comments, a fact corroborated by including response time indicator to interactions made by consumers through this service channel.A presente pesquisa tem por objetivo a investiga????o do atual estado de ado????o das m??dias sociais pelas organiza????es do setor banc??rio brasileiro. As m??dias sociais constituem-se de um grupo de aplica????es baseadas em internet e que, constru??das sobre as funda????es tecnol??gicas da Web 2.0, permitem a cria????o e troca de conte??do gerado pelos usu??rios. A metodologia de investiga????o adotada foi do tipo explorat??ria e descritiva, considerando que o tema ainda ?? considerado novo no meio acad??mico. Para melhor caracteriza????o das aplica????es de m??dia social, foi criado um question??rio do tipo estruturado e disponibilizado pela via online. Um total de cinco bancos entre p??blicos, privados, com atua????o regional e nacional compuseram a amostra observada. A avalia????o dos dados foi efetuada com base nas t??cnicas de an??lise de conte??do, considerando a exist??ncia de perguntas abertas no instrumento de pesquisa, e tamb??m na mensura????o das respostas por meio da escala do tipo Likert de cinco pontos. O relacionamento com os clientes foi a principal motiva????o apontada pelos bancos como justificativa pelo uso das m??dias sociais. Dos resultados apresentados, verificou-se que o Facebook, o Youtube e o Twitter s??o as ferramentas que as institui????es pesquisadas mais recorrem com o objetivo principal de construir uma identidade junto ao seu p??blico. Apesar dos riscos associados ?? imagem institucional, observou-se que tais bancos possuem estrat??gias definidas para mitiga????o dos coment??rios negativos, fato corroborado pelo indicador de tempo de resposta ??s intera????es feitas pelos consumidores por meio desse canal de atendimento.Submitted by Sara Ribeiro (sara.ribeiro@ucb.br) on 2017-05-24T17:04:08Z No. of bitstreams: 1 LuizSergioVieiraJonasDissertacao2016.pdf: 3529206 bytes, checksum: 7dc07e02d5b502d7c93a97ce9f485e78 (MD5)Approved for entry into archive by Sara Ribeiro (sara.ribeiro@ucb.br) on 2017-05-24T17:04:21Z (GMT) No. of bitstreams: 1 LuizSergioVieiraJonasDissertacao2016.pdf: 3529206 bytes, checksum: 7dc07e02d5b502d7c93a97ce9f485e78 (MD5)Made available in DSpace on 2017-05-24T17:04:21Z (GMT). No. of bitstreams: 1 LuizSergioVieiraJonasDissertacao2016.pdf: 3529206 bytes, checksum: 7dc07e02d5b502d7c93a97ce9f485e78 (MD5) Previous issue date: 2016-08-19application/pdfhttps://bdtd.ucb.br:8443/jspui/retrieve/4586/LuizSergioVieiraJonasDissertacao2016.pdf.jpgporUniversidade Cat??lica de Bras??liaPrograma Strictu Sensu em Gest??o do Conhecimento e da Tecnologia da Informa????oUCBBrasilEscola de Educa????o, Tecnologia e Comunica????oM??dia socialSetor banc??rioBancos - BrasilRedes sociaisCIENCIAS EXATAS E DA TERRA::CIENCIA DA COMPUTACAOGest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileirosinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis513328554106304072350050060011824625649106417193671711205811204509info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UCBinstname:Universidade Católica de Brasília (UCB)instacron:UCBLICENSElicense.txtlicense.txttext/plain; charset=utf-82048https://200.214.135.178:8443/jspui/bitstream/tede/2127/1/license.txt76cd1e6bdecb11e4b12c81d5fe0f87b3MD51ORIGINALLuizSergioVieiraJonasDissertacao2016.pdfLuizSergioVieiraJonasDissertacao2016.pdfapplication/pdf3529206https://200.214.135.178:8443/jspui/bitstream/tede/2127/2/LuizSergioVieiraJonasDissertacao2016.pdf7dc07e02d5b502d7c93a97ce9f485e78MD52THUMBNAILLuizSergioVieiraJonasDissertacao2016.pdf.jpgLuizSergioVieiraJonasDissertacao2016.pdf.jpgimage/jpeg5737https://200.214.135.178:8443/jspui/bitstream/tede/2127/3/LuizSergioVieiraJonasDissertacao2016.pdf.jpg08bb608cd26832eb685a4c438e92d123MD53tede/21272017-05-25 01:02:44.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Biblioteca Digital de Teses e Dissertaçõeshttps://bdtd.ucb.br:8443/jspui/ |
dc.title.por.fl_str_mv |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
title |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
spellingShingle |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros Jonas, Luiz Sergio Vieira M??dia social Setor banc??rio Bancos - Brasil Redes sociais CIENCIAS EXATAS E DA TERRA::CIENCIA DA COMPUTACAO |
title_short |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
title_full |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
title_fullStr |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
title_full_unstemmed |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
title_sort |
Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros |
author |
Jonas, Luiz Sergio Vieira |
author_facet |
Jonas, Luiz Sergio Vieira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Streit, Rosalvo Ermes |
dc.contributor.advisor1Lattes.fl_str_mv |
http://lattes.cnpq.br/8320780829093601 |
dc.contributor.authorLattes.fl_str_mv |
http://lattes.cnpq.br/0966155130570071 |
dc.contributor.author.fl_str_mv |
Jonas, Luiz Sergio Vieira |
contributor_str_mv |
Streit, Rosalvo Ermes |
dc.subject.por.fl_str_mv |
M??dia social Setor banc??rio Bancos - Brasil Redes sociais |
topic |
M??dia social Setor banc??rio Bancos - Brasil Redes sociais CIENCIAS EXATAS E DA TERRA::CIENCIA DA COMPUTACAO |
dc.subject.cnpq.fl_str_mv |
CIENCIAS EXATAS E DA TERRA::CIENCIA DA COMPUTACAO |
dc.description.abstract.eng.fl_txt_mv |
The presente study aims the investigation of the current state of adoption of social media by organizations of the Brasilian banking sector. Social media are made up of a group of internet based applications and built on technological foundations of Web 2.0 allow the creation and exchange of user-generated content. The adopted research methodology was exploratory and descriptive, considering that the subject is still considered new in academia. For better characterization of social media applications, a questionnaire structured type is available from online via. Five banks among public, private, regional and national activities comprised the sample observed. The evaluation of the data was performed based on both technical content analysis, considering the existence of open questions in the survey instrument, and in psychometric measurement of responses through the Likert scale. The relationship with customers was the main reason pointed out by banks as justification for the use of social media. The results presented, it was found that Facebook, Youtube and Twitter are the tools that the sample institutions more resort with the main objective of building a identity with your audience. Despite the risks associated with the corporate image, it was noted that such banks have well-defined strategies to mitigate the negative comments, a fact corroborated by including response time indicator to interactions made by consumers through this service channel. |
dc.description.abstract.por.fl_txt_mv |
A presente pesquisa tem por objetivo a investiga????o do atual estado de ado????o das m??dias sociais pelas organiza????es do setor banc??rio brasileiro. As m??dias sociais constituem-se de um grupo de aplica????es baseadas em internet e que, constru??das sobre as funda????es tecnol??gicas da Web 2.0, permitem a cria????o e troca de conte??do gerado pelos usu??rios. A metodologia de investiga????o adotada foi do tipo explorat??ria e descritiva, considerando que o tema ainda ?? considerado novo no meio acad??mico. Para melhor caracteriza????o das aplica????es de m??dia social, foi criado um question??rio do tipo estruturado e disponibilizado pela via online. Um total de cinco bancos entre p??blicos, privados, com atua????o regional e nacional compuseram a amostra observada. A avalia????o dos dados foi efetuada com base nas t??cnicas de an??lise de conte??do, considerando a exist??ncia de perguntas abertas no instrumento de pesquisa, e tamb??m na mensura????o das respostas por meio da escala do tipo Likert de cinco pontos. O relacionamento com os clientes foi a principal motiva????o apontada pelos bancos como justificativa pelo uso das m??dias sociais. Dos resultados apresentados, verificou-se que o Facebook, o Youtube e o Twitter s??o as ferramentas que as institui????es pesquisadas mais recorrem com o objetivo principal de construir uma identidade junto ao seu p??blico. Apesar dos riscos associados ?? imagem institucional, observou-se que tais bancos possuem estrat??gias definidas para mitiga????o dos coment??rios negativos, fato corroborado pelo indicador de tempo de resposta ??s intera????es feitas pelos consumidores por meio desse canal de atendimento. |
description |
The presente study aims the investigation of the current state of adoption of social media by organizations of the Brasilian banking sector. Social media are made up of a group of internet based applications and built on technological foundations of Web 2.0 allow the creation and exchange of user-generated content. The adopted research methodology was exploratory and descriptive, considering that the subject is still considered new in academia. For better characterization of social media applications, a questionnaire structured type is available from online via. Five banks among public, private, regional and national activities comprised the sample observed. The evaluation of the data was performed based on both technical content analysis, considering the existence of open questions in the survey instrument, and in psychometric measurement of responses through the Likert scale. The relationship with customers was the main reason pointed out by banks as justification for the use of social media. The results presented, it was found that Facebook, Youtube and Twitter are the tools that the sample institutions more resort with the main objective of building a identity with your audience. Despite the risks associated with the corporate image, it was noted that such banks have well-defined strategies to mitigate the negative comments, a fact corroborated by including response time indicator to interactions made by consumers through this service channel. |
publishDate |
2016 |
dc.date.issued.fl_str_mv |
2016-08-19 |
dc.date.accessioned.fl_str_mv |
2017-05-24T17:04:21Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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dc.identifier.citation.fl_str_mv |
JONAS, Luiz Sergio Vieira. Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros. 2016. 126 f. Disserta????o (Programa Strictu Sensu em Gest??o do Conhecimento e da Tecnologia da Informa????o) - Universidade Cat??lica de Bras??lia, Bras??lia, 2016. |
dc.identifier.uri.fl_str_mv |
https://bdtd.ucb.br:8443/jspui/handle/tede/2127 |
identifier_str_mv |
JONAS, Luiz Sergio Vieira. Gest??o de m??dias sociais: um estudo explorat??rio com os grandes bancos brasileiros. 2016. 126 f. Disserta????o (Programa Strictu Sensu em Gest??o do Conhecimento e da Tecnologia da Informa????o) - Universidade Cat??lica de Bras??lia, Bras??lia, 2016. |
url |
https://bdtd.ucb.br:8443/jspui/handle/tede/2127 |
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openAccess |
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application/pdf |
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Universidade Cat??lica de Bras??lia |
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Programa Strictu Sensu em Gest??o do Conhecimento e da Tecnologia da Informa????o |
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UCB |
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Brasil |
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Universidade Cat??lica de Bras??lia |
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