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Authors
Advisor(s)
Abstract(s)
O aparecimento das redes sociais e a dinâmica da era da informação digital em que
vivemos trouxeram muitos benefícios, como a rápida difusão de informação, mas também
alguns inconvenientes aos utilizadores das redes sociais, que provocaram mudanças nos hábitos
e comportamentos de uso. Em contrapartida, tecnologias como a inteligência artificial (IA) têm
surgido com o intuito de melhorar a experiência do utilizador. Dada a relevância e presença das
redes sociais na vida quotidiana dos seres humanos, é importante procurar perceber de que
forma é que as mesmas afetam os seus utilizadores. Assim, este estudo pretende compreender
de que forma é que as características de uso, as implicações sociais, a (des)informação e as
preocupações se relacionam com o nível de confiança, a capacidade de detetar notícias falsas e
a intenção de divulgar informação pessoal nos meios digitais. Pretende-se, principalmente,
averiguar a relação entre alguns destes fatores com a intenção de continuidade de uso e a
perceção dos utilizadores relativamente ao uso de IA nas redes sociais.
A natureza deste estudo é explanatória, tendo por base um estudo quantitativo, com
recurso a uma amostra não probabilística por conveniência. Aplicou-se um questionário online,
onde se obtiveram 202 respostas válidas.
Os resultados desta pesquisa revelam que a intenção de continuidade de uso está
relacionada com a frequência de uso, com a atitude de uso de IA e com as implicações sociais.
Evidencia-se que as implicações sociais também estabelecem uma relação com a capacidade
de deteção de notícias falsas. Por sua vez, o nível de confiança apresenta uma relação positiva
com a divulgação de informação pessoal. Esta última variável encontra-se também relacionada
com a partilha de notícias falsas e o grau de sensibilidade da informação. Ressalta-se que a
atitude perante o uso da IA nas redes sociais é bastante positiva.
A nível académico, as conclusões retiradas deste estudo contribuem para um
conhecimento mais aprofundado do comportamento dos utilizadores nas plataformas digitais,
tendo em conta a era da (des)informação, no contexto português. A nível empresarial, este
estudo contribui para a adoção de estratégias, de comunicação e de implementação de sistemas
de IA, por parte de gestores de marketing, que sejam adequados às características de uso dos
utilizadores, para garantir a fiabilidade das suas plataformas e uma melhor experiência ao
utilizador.
The emergence of social networks and the dynamic of the digital information age in which we live in, have brought many benefits, such as the rapid dissemination of information, but also some drawbacks to the users of social media, which have caused changes in usage habits and behaviors. The digital information age in which we live allows for the rapid and effortless dissemination of information, yet it brings some negative consequences for users. In contrast, technologies such as artificial intelligence (AI) aim to improve the user experience. Given the relevance and presence of social networks in the daily lives of human beings, it is important to understand how they affect their users. Thus, this study aims to understand how the characteristics of use, social implications, (mis)information and concerns relate to the level of trust, the ability to detect false news, the intention to disclose personal information and the acceptance of the use of artificial intelligence in digital media. The main purpose is to investigate the relationship between some of these factors with the intention to continue using and the perception of users regarding the use of AI in social networks. The nature of this study is explanatory, based on a quantitative study, using a nonprobability convenience sample. An online questionnaire was applied, where 202 valid responses were obtained. The results of this research reveal that the intention to continue using is related to the frequency of use, the attitude to use AI, and the social implications. It is evidenced that social implications also establish a relationship with the ability to detect fake news. In turn, the level of trust shows a positive relationship with the disclosure of personal information. This last variable is also related to the sharing of false news and the degree of sensitivity of the information. It is noteworthy that the attitude towards the use of AI in social networks is quite positive. At the academic level, the conclusions drawn from this study contribute to a deeper understanding of the users' behavior in digital platforms, considering the information age, in the Portuguese context. At a business level, this study contributes to the adoption of strategies, communication, and implementation of AI systems, by marketing managers, that are adequate to the users' usage characteristics, to ensure the reliability of their platforms and a better user experience.
The emergence of social networks and the dynamic of the digital information age in which we live in, have brought many benefits, such as the rapid dissemination of information, but also some drawbacks to the users of social media, which have caused changes in usage habits and behaviors. The digital information age in which we live allows for the rapid and effortless dissemination of information, yet it brings some negative consequences for users. In contrast, technologies such as artificial intelligence (AI) aim to improve the user experience. Given the relevance and presence of social networks in the daily lives of human beings, it is important to understand how they affect their users. Thus, this study aims to understand how the characteristics of use, social implications, (mis)information and concerns relate to the level of trust, the ability to detect false news, the intention to disclose personal information and the acceptance of the use of artificial intelligence in digital media. The main purpose is to investigate the relationship between some of these factors with the intention to continue using and the perception of users regarding the use of AI in social networks. The nature of this study is explanatory, based on a quantitative study, using a nonprobability convenience sample. An online questionnaire was applied, where 202 valid responses were obtained. The results of this research reveal that the intention to continue using is related to the frequency of use, the attitude to use AI, and the social implications. It is evidenced that social implications also establish a relationship with the ability to detect fake news. In turn, the level of trust shows a positive relationship with the disclosure of personal information. This last variable is also related to the sharing of false news and the degree of sensitivity of the information. It is noteworthy that the attitude towards the use of AI in social networks is quite positive. At the academic level, the conclusions drawn from this study contribute to a deeper understanding of the users' behavior in digital platforms, considering the information age, in the Portuguese context. At a business level, this study contributes to the adoption of strategies, communication, and implementation of AI systems, by marketing managers, that are adequate to the users' usage characteristics, to ensure the reliability of their platforms and a better user experience.
Description
Mestrado Bolonha em Marketing
Keywords
redes sociais notícias falsas inteligência artificial intenção de continuidade de uso confiança informação social networks fake news artificial intelligence intention of continuity of use trust information
Pedagogical Context
Citation
Piarali, Sarah Karina Azim (2022). “Impacto da era da des(informação) digital e da inteligência artificial na intenção de continuidade de uso das redes sociais”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão