A adaptação do tecido empresarial à comunicação digital: o caso de Chaves
Data
2021-04-26
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Resumo
Para qualquer empresa, a habilidade de contactar e interagir com o maior número possível de clientes, sempre foi um objetivo desejável. Com o aparecimento da internet e com as condições que permitem contactar com uma grande audiência com pouco investimento, muitas empresas desenvolveram ações para conseguirem uma presença constante, em qualquer parte do mundo e a qualquer hora. Apesar desta vantagem proporcionada pelo ambiente digital, muitas empresas, principalmente mais pequenas, de localidades também elas reduzidas, mostram-se relutantes, em entrarem no espaço digital e a adotarem práticas benéficas ao negócio. Este relatório pretende perceber a perceção que micro, pequenas e médias empresas do concelho de Chaves têm da internet assim como as ferramentas que ela introduz. A forma como estas ferramentas são aplicadas, se for o caso, é outro ponto em análise para o qual foram realizadas entrevistas semiestruturadas a proprietários de empresas, já clientes ou em contacto com o jornal A Voz de Chaves, a pretexto do local do estágio curricular em curso. Verificou-se que a comunicação digital no concelho de Chaves, apesar de estar em desenvolvimento, uma em cada duas empresas já utiliza esta prática, fá-lo sem fundamentos nem planos que ajudem com objetivos a longo prazo.
The ability to contact with as many clients as possible is always a desirable objective for any business company. With the advent of the internet and the conditions it provides in order to reach larger audiences using a small financial investment, many companies have developed plans that may place them on a map, anywhere, at any time. Despite this advantage provided by the digital environment, many companies, especially the smaller ones, also from smaller locations, are often reluctant in entering on the digital space and in adopting beneficial practices for the business. The present report aims to understand the perception that micro, small and medium-sized enterprises from Chaves have about the internet as well as the tools that it introduces. The way in which these tools are applied, if applicable, is another point under analysis for which semistructured interviews were conducted with business owners, already customers or in contact with the newspaper A Voz de Chaves, it being where the internship is taking place. It was found that digital communication in the district of Chaves, despite being under development, one in two companies already uses this practice, does so in an unfounded way, without plans that help with long-term goals.
The ability to contact with as many clients as possible is always a desirable objective for any business company. With the advent of the internet and the conditions it provides in order to reach larger audiences using a small financial investment, many companies have developed plans that may place them on a map, anywhere, at any time. Despite this advantage provided by the digital environment, many companies, especially the smaller ones, also from smaller locations, are often reluctant in entering on the digital space and in adopting beneficial practices for the business. The present report aims to understand the perception that micro, small and medium-sized enterprises from Chaves have about the internet as well as the tools that it introduces. The way in which these tools are applied, if applicable, is another point under analysis for which semistructured interviews were conducted with business owners, already customers or in contact with the newspaper A Voz de Chaves, it being where the internship is taking place. It was found that digital communication in the district of Chaves, despite being under development, one in two companies already uses this practice, does so in an unfounded way, without plans that help with long-term goals.
Descrição
Dissertação de Mestrado em Mestrado em Ciências da Comunicação apresentada à Universidade de Trás-os-Montes e Alto Douro
Palavras-chave
Adaptação , meios digitais