| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.87 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Cada vez mais, a comunicação digital passa a ser considerada pelas empresas como o principal processo de comunicação em crescimento, seja tanto institucional como pelo branding.
Este estudo buscou apresentar reflexões e análise sobre a possibilidade de utilização da Economia Comportamental com aplicação do nudging no processo de comunicação digital organizacional, identificando barreiras e desafios e propondo estratégias.
São apresentadas possibilidades e hipóteses de como relacionar modelos de gestão da comunicação organizacional digital, nomeadamente nos canais digitais (intranet, mensagens por push, e-mail, redes sociais internas, blog, etc), e nudges, apresentando, ainda, algumas ações e aplicações, que permitam o desenho de um “modus operandi”.
Digital communication is now considered by companies as the main process of growing communication, both institutional and branding. This study aimed to present reflections and analysis on the possibility of using nudging in the process of organizational digital communication, identifying barriers and challenges and proposing strategies. Possibilities and hypotheses are presented on how to relate management models of digital organizational communication, namely in digital channels (intranet, push messages, e-mail, internal social networks, blog, etc), and nudges. applications, which allow the design of a "modus operandi".
Digital communication is now considered by companies as the main process of growing communication, both institutional and branding. This study aimed to present reflections and analysis on the possibility of using nudging in the process of organizational digital communication, identifying barriers and challenges and proposing strategies. Possibilities and hypotheses are presented on how to relate management models of digital organizational communication, namely in digital channels (intranet, push messages, e-mail, internal social networks, blog, etc), and nudges. applications, which allow the design of a "modus operandi".
Description
Keywords
Comunicação digital Comunicação organizacional Nudging Economia comportamental Mídias digitais Digital communication Organizational communication Behavioral economics Digital Media