| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 638.34 KB | Adobe PDF |
Advisor(s)
Abstract(s)
Numa era marcada pela tecnologia, por alterações no mundo empresarial e pela democratização do conhecimento, o aparecimento do conceito Enterprise 2.0 motivou a necessidade de perceber se, de facto, as Redes Sociais desempenham um papel preponderante na Comunicação Interna das Empresas, dando origem a este Trabalho Final de Mestrado. Para clarificar este tema, torna-se relevante apresentar todos os elementos que o influenciam. Assim, surge um abreviado esclarecimento sobre Redes Sociais, Enterprise 2.0, Comunicação Interna e Cultura Organizacional.
Correspondendo às expectativas estabelecidas pelas perguntas de investigação apresentadas numa fase preliminar e no sentido de retirar as conclusões mais pertinentes possíveis, surge um estudo de caso sobre uma empresa que actua no mercado da comunicação digital. Com a realização deste estudo pretende-se retirar conclusões mais aproximadas da realidade sobre o impacto que as redes sociais assumem na comunicação interna de uma empresa, em particular. Assim, verifica-se que a utilização das redes sociais dentro da empresa em análise poderá ter um impacto positivo sobre a sua comunicação interna e, consequentemente, na respectiva cultura organizacional, se obedecer a uma estratégia consistente e se beneficiar do incentivo dos seus órgãos decisores. Este estudo de caso torna mais claro para as empresas, em geral, que o conceito Enterprise 2.0 se começa a tornar numa realidade incontornável no seu dia-a-dia, no contexto actual.
On an Era marked by technology, major changes on the corporate world and democratization of knowledge, the appearance of the Enterprise 2.0 concept has urged the need to understand if Social Networks do in fact have a major role on the Internal Communication of Companies, thus inspiring this Masters Final Work. For the sake of clarity it was found adequate to provide a short revision of the concepts of Social Networks, Enterprise 2.0, Internal Communication and Organizational Culture. A case study was prepared regarding one company who operates on the digital communication industry, following the research questions presented in the early phase of the project and in order to test them against reality. The development of this case study looks to draw the most realistic conclusions on the impact that social networks assume on corporate internal communication. Thus, it is verified that the use of social networks within the company in analysis might have a positive impact on its internal communication and, consequently, on the correspondent organizational culture, if it obeys a consistent strategy and if it benefits from the incentive of the company's decision-makers. This case study makes it clear for companies in general that the Enterprise 2.0 concept will become an unavoidable reality on a daily bases for the present.
On an Era marked by technology, major changes on the corporate world and democratization of knowledge, the appearance of the Enterprise 2.0 concept has urged the need to understand if Social Networks do in fact have a major role on the Internal Communication of Companies, thus inspiring this Masters Final Work. For the sake of clarity it was found adequate to provide a short revision of the concepts of Social Networks, Enterprise 2.0, Internal Communication and Organizational Culture. A case study was prepared regarding one company who operates on the digital communication industry, following the research questions presented in the early phase of the project and in order to test them against reality. The development of this case study looks to draw the most realistic conclusions on the impact that social networks assume on corporate internal communication. Thus, it is verified that the use of social networks within the company in analysis might have a positive impact on its internal communication and, consequently, on the correspondent organizational culture, if it obeys a consistent strategy and if it benefits from the incentive of the company's decision-makers. This case study makes it clear for companies in general that the Enterprise 2.0 concept will become an unavoidable reality on a daily bases for the present.
Description
Mestrado em Marketing
Keywords
Redes Sociais Enterprise 2.0 Comunicação Interna Cultura Organizacional Social Networks Internal Communication Organizational Culture
Pedagogical Context
Citation
Costa, Cláudia Cristina Rodrigues (2012). "Impacto das redes sociais na comunicação interna das empresas : o caso da empresa Alfa". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão