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As plataformas digitais de revisão online como ferramentas de gestão de marketing das bibliotecas
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Orientador(es)
Resumo(s)
Diversos perfis de bibliotecas podem ser encontrados em plataformas digitais
de revisão online, local onde são compartilhadas avaliações pertinentes sobre as
mesmas, e onde se expressa a perceção dos seus utilizadores. Sendo estes a razão de
ser da instituição, esta necessita estar atenta às palavras partilhadas virtualmente
pelos seus utilizadores, a fim de compreendê-los e agir a favor dos mesmos e da
própria organização, ao observar suas “falas” sobre as atividades realizadas pela
organização, seus anseios e suas necessidades.
Esta pesquisa tem por objetivo compreender como as plataformas digitais
podem servir como ferramentas de gestão das bibliotecas e, para isso, as revisões
online partilhadas nos perfis de uma biblioteca britânica (Biblioteca Nacional britânica) e
de uma alemã (Biblioteca pública da cidade de Stuttgart), localizados no Google my
business (GMB), foram extraídas (harvesting) e analisadas através do software
Leximancer. O estudo demonstrou que os dados textuais são valiosos e podem ser
utilizados para compreender a qualidade dos serviços prestados, assim como a
perceção e a experiência daqueles que os utilizam.
Several profiles of libraries can be found in online digital review platforms, a place where relevant assessments about them are shared, and where the perception of their users is expressed. Being these the reason for being of the institution, it needs to be attentive to the words shared virtually by its users, to understand them and act in their favour and in favour of the organization itself, by observing their "speeches" about the activities performed by the organization, their wishes, and their needs. This research aims to understand how digital platforms can serve as management tools for libraries and, for this, the online reviews shared in the profiles of a British library (British National Library) and a German one (Public Library of the city of Stuttgart), located in Google my business (GMB), were extracted (harvesting) and analyzed using Leximancer software. The study showed that textual data is valuable and can be used to understand the quality of services provided, as well as the perception and experience of those who use them.
Several profiles of libraries can be found in online digital review platforms, a place where relevant assessments about them are shared, and where the perception of their users is expressed. Being these the reason for being of the institution, it needs to be attentive to the words shared virtually by its users, to understand them and act in their favour and in favour of the organization itself, by observing their "speeches" about the activities performed by the organization, their wishes, and their needs. This research aims to understand how digital platforms can serve as management tools for libraries and, for this, the online reviews shared in the profiles of a British library (British National Library) and a German one (Public Library of the city of Stuttgart), located in Google my business (GMB), were extracted (harvesting) and analyzed using Leximancer software. The study showed that textual data is valuable and can be used to understand the quality of services provided, as well as the perception and experience of those who use them.
Descrição
Palavras-chave
Plataformas digitais Bibliotecas - Marketing Biblioteconomia Qualidade de serviço Marketing - Inovações tecnológicas Google Media sociais Teses de mestrado - 2021