Proposta de modelo de ddoção de marketing digital pelas startups portuguesas
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2018-03-08
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Este trabalho visa estabelecer a ponte entre a utilização do marketing digital por parte das startups portuguesas e os modelos de adoção de Tecnologias de Informação - TI. Para tal, foi realizada uma análise aprofundada à literatura científica existente sobre os vários modelos de adoção de TI e, com base no conhecimento atingido, foram identificadas as variáveis que mais frequentemente estão entendidas como potenciais influenciadoras da adoção e uso de tecnologias e ferramentas de base Web. Posteriormente, através de uma abordagem qualitativa, transposta para um online focus group, foi validada a perceção que um grupo de peritos na área do marketing digital, do desenvolvimento e gestão de plataformas Web e do ensino da Informática, tinham sobre a importância relativa de cada uma das variáveis anteriormente identificadas para a adoção de marketing digital por parte das startups. O resultado do estudo qualitativo realizado permitiu concluir que podem existem vários determinantes para o processo de adoção do marketing digital por parte das startups, permitindo assim que estas mesmas empresas possam planear e desenvolver iniciativas de marketing digital que acautelem todos os determinantes vistos como impactantes de forma negativa e que se foquem naqueles vistos como impactantes de forma positiva.
This work aims on achieving a bridge between the use of digital marketing by Portuguese startups and theoretical information technologies - IT adoption models. To do so, a comprehensive analysis to existing IT adoption models has been made and, drawing on this work we have identified the variables that most frequently are perceived as potential triggers for the adoption and use of web-based technologies and tools. After this initial work, we have followed a qualitative approach, transposed into an online focus group that allowed to validate the perceptions of a group of experts, in the fields of digital marketing, web platforms development and management, and informatics teaching, on the relative importance that each one of the previously identified variables might have towards the adoption process of digital marketing by start-ups. The results of the performed qualitative approach allowed to conclude that there is a set of determinants that can strongly influence the adoption of digital technologies by start-ups, thus allowing that these companies to plan and develop e-marketing initiatives that take in consideration all the determinants perceived as both positive and negative triggers.
This work aims on achieving a bridge between the use of digital marketing by Portuguese startups and theoretical information technologies - IT adoption models. To do so, a comprehensive analysis to existing IT adoption models has been made and, drawing on this work we have identified the variables that most frequently are perceived as potential triggers for the adoption and use of web-based technologies and tools. After this initial work, we have followed a qualitative approach, transposed into an online focus group that allowed to validate the perceptions of a group of experts, in the fields of digital marketing, web platforms development and management, and informatics teaching, on the relative importance that each one of the previously identified variables might have towards the adoption process of digital marketing by start-ups. The results of the performed qualitative approach allowed to conclude that there is a set of determinants that can strongly influence the adoption of digital technologies by start-ups, thus allowing that these companies to plan and develop e-marketing initiatives that take in consideration all the determinants perceived as both positive and negative triggers.