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Estratégias de comunicação digital dos TUB e o seu cumprimento na missão de sustentabilidade : um estudo de caso
| Name: | Description: | Size: | Format: | |
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| 5.25 MB | Adobe PDF |
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Os Transportes Urbanos de Braga (TUB) têm como função fundamental a promoção da mobilidade sustentável no concelho de Braga, uma vez que apresentam como missão a mobilidade sustentável inclusiva e a salvaguarda da biodiversidade. Por conseguinte, pretendem reduzir a pegada carbónica e aumentar a qualidade de vida da população. Os TUB procuram alcançar a empatia dos passageiros e promover comportamentos mais sustentáveis. Neste contexto, as redes sociais têm sido utilizadas para promover as estratégias de comunicação da empresa, principalmente para consciencializar o público sobre importância de utilizar transportes públicos, nomeadamente para a proteção do meio ambiente. Na sequência de um estágio de quatro meses realizado no Gabinete de Marketing e Comunicação dos TUB, o presente relatório visa analisar as estratégias de comunicação digital dos TUB e o seu impacto na missão de sustentabilidade da empresa. Assim, através de uma metodologia qualitativa que incluiu a realização de entrevistas de entrevistas semiestruturadas e a análise de conteúdo da rede social Facebook, procuramos dar resposta à questão de partida do estudo, nomeadamente: de que forma as Estratégias de Comunicação Digital dos TUB contribuem para o cumprimento da Missão de Sustentabilidade?”. Os resultados deste estudo revelam que os TUB se têm focado em criar e divulgar publicações em todos as dimensões de sustentabilidade, nomeadamente ambiental, social, e de governança nos formatos de imagem e vídeo, acompanhado de texto. No entanto, apresentam dificuldades na contratação pública de empresas sustentáveis e junto do público que apresenta uma mentalidade inflexível. Desta forma, procuram transmitir uma imagem de transparência sobre as diversas áreas e departamentos e envolver o público, de maneira a incentivar a mudança.
The fundamental function of Braga Urban Transport (TUB) is to promote sustainable mobility in the municipality of Braga, since its mission is inclusive sustainable mobility and the safeguarding of biodiversity. They therefore aim to reduce the carbon footprint and increase the population's quality of life. TUB seeks to achieve passenger empathy and promote more sustainable behavior. In this context, social networks have been used to promote the company's communication strategies, mainly to raise public awareness of the importance of using public transport, particularly to protect the environment. Following a four-month internship at TUB's Marketing and Communications Office, this report aims to analyze TUB's digital communication strategies and their impact on the company's sustainability mission. Thus, through a qualitative methodology that included semi-structured interviews and content analysis of the Facebook social network, we sought to answer the starting question of the study, namely: in what way do TUB's Digital Communication Strategies contribute to the fulfillment of the Sustainability Mission?”. The results of this study show that TUB has focused on creating and disseminating publications in all dimensions of sustainability, namely environmental, social and governance in image and video formats, accompanied by text. However, they have difficulties in the public procurement of sustainable companies and with the public, which has an inflexible mentality. In this way, they seek to convey an image of transparency about the various areas and departments and to involve the public to encourage change.
The fundamental function of Braga Urban Transport (TUB) is to promote sustainable mobility in the municipality of Braga, since its mission is inclusive sustainable mobility and the safeguarding of biodiversity. They therefore aim to reduce the carbon footprint and increase the population's quality of life. TUB seeks to achieve passenger empathy and promote more sustainable behavior. In this context, social networks have been used to promote the company's communication strategies, mainly to raise public awareness of the importance of using public transport, particularly to protect the environment. Following a four-month internship at TUB's Marketing and Communications Office, this report aims to analyze TUB's digital communication strategies and their impact on the company's sustainability mission. Thus, through a qualitative methodology that included semi-structured interviews and content analysis of the Facebook social network, we sought to answer the starting question of the study, namely: in what way do TUB's Digital Communication Strategies contribute to the fulfillment of the Sustainability Mission?”. The results of this study show that TUB has focused on creating and disseminating publications in all dimensions of sustainability, namely environmental, social and governance in image and video formats, accompanied by text. However, they have difficulties in the public procurement of sustainable companies and with the public, which has an inflexible mentality. In this way, they seek to convey an image of transparency about the various areas and departments and to involve the public to encourage change.
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Responsabilidade social organizacional Sustentabilidade Comunicação estratégica Redes sociais Mobilidade sustentável Organizational social responsibility Sustainability Strategic communication Social networks Sustainable mobility
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