ISCAP - DM - Assessoria em Comunicação Digital
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o final do curso de Mestrado em Assessoria em Comunicação Digital, os estudantes poderão atuar no exercício de uma atividade profissional na área da comunicação digital e acentuar a aplicação de métodos e técnicas que permitam desenvolver competências relacionadas com o saber-fazer nas questões da assessoria de processos e serviços com base nas tecnologias de comunicação web. Os diplomados deverão ser capazes de uma aprendizagem ao longo da vida, tanto quanto possível autónoma. Deverão ser capazes de resolver situações complexas na área da assessoria da comunicação digital, de aplicar os conhecimentos adquiridos em novas situações e de comunicar os resultados, de forma clara e coerente
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- Os influenciadores digitais e a compra online dos seus seguidoresPublication . Carvalho, Rui dos Santos; Oliveira, Adriana José Veloso de; Silva, Paulino Manuel Leite daDue to the permanent development of information and communication technologies (ICT) and the evolution of the internet, we witness constant developments on a daily basis. As a result, thanks to these developments, platforms such as social networks and e- Commerce have started to gain more visibility and an important and assiduous role among their users. In this context, social networks are currently seen as an important stage where their users can produce and share content with their interest groups, thus expressing their opinions and contributing to the exchange of information with others. With the evolution of the Internet, there was a transfer from the traditional medium to the digital medium, as is the case, for example, of the Electronic Word of Mouth (eWOM), which translates into a powerful tool with the ability to positively or negatively influence the purchase intention of its followers. In this scenario, companies have been forced to keep up with the persistent changes in the market, as well as the needs of their customers. In this context, digital influencers are seen as potential individuals who contribute to the satisfaction of their customers' needs by sharing information. To this assertion, we can add the trust and credibility of digital influencers, fundamental dimensions in decision making in the purchase intention of their followers. Given this context, this research aims to study the role of digital influencers in the online purchase decision making of their followers. In order to obtain and analyze the data, we used a quantitative methodology, through a questionnaire survey. The results obtained allow us to conclude that digital influencers have a preponderant role in the online purchase intention of their followers.
- A maturidade institucional face ao e-learning: um estudo de caso do ISCAPPublication . Ferreira, Mariana Filipa Moutinho; Almeida, Paula de Fátima Peres TeixeiraEsta dissertação tem como principal objetivo conhecer qual é o nível de maturidade institucional face ao e-learning, do Instituto Superior de Contabilidade e Administração do Porto (ISCAP) e propor ações de melhoria nesse posicionamento. O Ensino Superior tem sido desafiado ao longo dos anos com a evolução da educação e o surgimento de métodos de ensino diferentes do tradicional, o que faz com que seja necessário acompanhar a mudança, recorrendo desta forma, a práticas de ensino em ambientes virtuais. Desta forma, o estudo de caso desenvolvido e descrito neste documento pretende conhecer os fatores que influenciam o nível de maturidade do ISCAP, saber de que forma o e-learning se projeta na estratégia interna do mesmo e que recomendações poderiam ter um impacto positivo na incrementação da maturidade institucional face ao e-learning. Com base na revisão de literatura e nos modelos existentes que analisam a maturidade institucional, foi retirado aquilo que é convergente e divergente nos vários autores, de forma a produzir-se um resultado aplicável ao contexto do ISCAP. De maneira a complementar o estudo, foi realizado um questionário aos docentes, uma entrevista à coordenadora do EIPP e analisada documentação pertinente. Nesta dissertação, conclui-se que o ISCAP se encontra no nível 4 de maturidade institucional face ao e-learning e são recomendadas algumas sugestões como possíveis melhorias, com o objetivo de, futuramente, o e-learning estar inserido totalmente na prática institucional do ISCAP.
- Improving the communications´ workflow in products´ return management of a Portuguese business-to-business small enterprise: MAIS AutomaçãoPublication . Rocha, Joana da Conceição Coelho; Babo, Rosalina Maria Gonçalves Ferreira Bessa; Almeida, Paula de Fátima Peres TeixeiraThe high number of products released in the market each year can lead to more returns of products, since the customers may experience a hard time in figuring out whether the purchased product is what they were looking for. Even though there has been an improvement in the products’ quality, the returns did not diminuish, on the contrary, the customers’ returns have increased throughout the years. In order for companies to manage this increase, they need to effectively manage the supply chain. Product returns can be considered as “reverse logistics”, because it involves logistics and the reverse flow of products. The products’ return can have various reasons and its process involves several activities such as product recovery and processing, return organisation and reverse logistics. The implementation of product return management can be seen as a business strategy and opportunity for the companies, increasing the customers’ satisfaction. Managing this information flow, as well as all the communication between the stakeholders, is very important and needs to be carefully handled. This study intends to understand the product return management in a B2B SME company, in particular at MAIS Automação. MAIS Automação is a Portuguese SME that commercialises electrical and automation products to industry customers. Thus, to answer the issues at hand, a qualitative method with semi-structured interviews was employed. The use of one cycle of a canonical action research methodology allowed to draw the main weakeness in the communication and workflow at the company. Consequently, to improve these, a list of guidelines and the prototype of a system to manage returns are presented.
- Impacto da Rotatividade de Servidores Docentes no Aproveitamento Acadêmico e no funcionamento Escolar: o caso do IFRO – Campus Guajará-MirimPublication . Paredes, Gina Roca; Gonçalves, Zita Maria Alves Romero de OliveiraA rotatividade de servidores docentes está intimamente ligada e reflete-se na interação entre professor-aluno, podendo prejudicar a capacidade de aprendizagem dos alunos, provocar alterações no desenvolvimento de ensino, descontinuidade de participar de trabalhos pedagógicos, extensão e pesquisa, que vinham sendo estendido entre um ano letivo e outro, bem como na vida do estabelecimento de ensino em que ela ocorre. O presente estudo tem como objetivo, investigar os impactos da rotatividade de servidores docentes no aproveitamento académico dos alunos e funcionamento escolar do Instituto Federal de Educação, Ciências e Tecnologia de Rondônia - IFRO - Campus Guajará-Mirim. Quanto a metodologia, foi efetuada uma investigação empírica, de natureza qualitativa e quantitativa, portanto pode ser considerada mista; concretamente levado a cabo um estudo de caso, por se tratar de uma unidade alvo de análise em especial. Quanto aos instrumentos de coleta de dados, foi realizada inquéritos sob a forma de questionários aplicados aos alunos dos 2º e 3º anos dos cursos técnicos integrados ao ensino médio; entrevista aplicada a servidores docentes que se evadiram do IFRO-CGM ao longo dos últimos 5 (cinco) anos; entrevista aos servidores gestores (Diretora Geral e Chefe do Departamento de Apoio ao Ensino). No fim, foi feita uma triangulação dos dados obtidos com o objetivo de encontrar explicações à situação estudada e apresentação de algumas sugestões que podem vir a contribuir para a melhoria das condições de trabalho dos servidores docentes. Se conseguir evitar uma menor rotatividade docente, isso refletir-se-á positivamente no desenvolvimento do IFRO-CGM.
- Influência do contexto pandémico COVID-19 no comportamento de compra online dos estudantes do ensino superiorPublication . Magalhães, Diana Isabel da Silva; Oliveira, Luciana Gomes decontexto pandémico COVID-19 e as consequentes restrições fizeram crescer exponencialmente as compras online que vinham já ganhando expressão ao longo dos últimos anos, em todo o mundo. De entre os segmentos que mais aderem às compras online, têm sido destacados os jovens adultos, com formação superior e designados como a geração de compradores do futuro. Contudo, até ao momento, em contexto nacional, não foi efetuado qualquer de estudo que analise possíveis alterações do comportamento de compra online deste grupo de interesse em consequência da pandemia. Este trabalho tem como objetivo investigar eventuais mudanças de comportamento de compra online, decorrentes da crise pandémica COVID-19, e avaliar se existe intenção manifesta de manter ou romper com comportamentos recentemente adquiridos, em jovens adultos, matriculados no ensino superior. Usámos uma metodologia quantitativa, baseada num questionário eletrónico autoadministrado, composto por duas unidades de análise: a confiança online e o comportamento de compra, sob a influência do contexto pandémico COVID-19. Os dados reportam-se aos comportamentos de 400 estudantes matriculados em instituições de ensino superior na Área Metropolitana do Porto. Os nossos resultados mostram que o contexto pandémico influenciou as compras online, verificando-se o aumento no uso de canais de marcas próprias (websites e apps), o aumento das compras de produtos e o aumento dos gastos. Verificámos também que a confiança influencia a intenção de manter com os comportamentos, sendo que são os indivíduos com índices de confiança mais elevados os que mais pretendem manter os seus comportamentos no futuro. Finalmente, a confiança parece não ter um papel preponderante no comportamento, salvo a confiança inicial, uma vez que existe uma maior adesão a compras em websites considerados fiáveis e com uma maior reputação. Os resultados evidenciam potenciais comportamentos futuros (tendências) na área do e-commerce, dados particularmente úteis para empresas que queiram operar online e cujo público-alvo sejam jovens adultos instuídos.
- A importância das agências de comunicação: estudo de casoPublication . Coimbra, Bruna Silveira; Gonçalves, Maria José AngélicoThe purpose of this study is to highlight the importance of communication agencies as an instrument capable of generating returns and supporting the growth of SMEs. Communication agencies have gained more and more space in the business world. This space was gradually conquered due to the evolution of ICTs that brought a multitude of benefits to the business world, from the optimization of processes, the increase in productivity, the improvement of internal communication and external communication, in relation to the latter, the ICT provided the possibility of offering a personalized service to its customers, in order to create a more personal and lasting relationship. Regardless of whether the company is a multinational or a small business, it is important that the company knows how to communicate with its audience, and it is in this context that communication agencies find their market segment. These agencies know the potential of digital and are specialized in developing digital communication for the growth and success of companies in order to ensure effective results of business communication in the digital sphere. The aim of this work is to identify the importance of communication agencies for the success of SMEs, as well as to show the services that are provided by them and how it is advantageous to hire their services by organizations. The methodology used to achieve the objective was, in addition to reviewing the literature in the area, a case study was carried out on a communication agency, DIGMA. The results of the study allowed us to conclude that DIGMA has successfully managed to create a broad portfolio of customers, essentially SMEs, having contributed to these small businesses migrating to the digital sphere, expanding their market share outside its borders, diversified, well, your audience.
- O impacto da comunicação Digital na Mobilidade Internacional no Gabinete de Relações Internacionais do ISCAPPublication . Teixeira, Diogo Manuel Azevedo; Oliveira, Luciana Gomes deThis work was written under a curricular internship of the Master’s Degree in Digital Communication, which took place at the International Office of ISCAP. Digital Communication has assumed na important role when it comes to transmiting a positive image to potential students. The Digital era represents opportunities and challenges for the internationalization of Higher Education where, due to digitalization, students have access to a great volume of information and the institutions can share, in a higher scale, what they have to offer and what they represent. On the other hand, Internationalization has become a priority for Higher Education Institutions, motivated by economic, politic, academic, and social factors, especially due to the prestige it generates and because the recruitment of international students can be a great source of revenue. This study aims to describe and analyze the Digital Communication stategies developed and implemented, and the impact it can have on International Mobility, through the implementation of a strategy focused on three main pilars: the development of a sustainable and multichannel social media strategy, the creation of a new website with simplified access to information and the establishment of communication partnerships with academic organizations. During the school year of 2019/2020, we implemented our action plan, we were able to boost the interest in existing international opportunities and allow GRI ISCAP to be showcased on multiple platforms in order to reach its target public
- Médicos pela verdade, mentira e ódioPublication . Cunha, Joana Milhazes da; Oliveira, Luciana Gomes deThe COVID-19 pandemic catalysed the phenomenon of false information sharing on social networks, which became explosive as a result of the fear and uncertainty felt by citizens, resulting in its classification as an “infodemic” by the World Health Organization, i.e. a disinformation epidemic. In this paper, we present the results of an investigation developed around the phenomenon of disinformation about COVID-19 on Facebook, focusing on the page "Médicos pela Verdade - Portugal". This movement gained projection and relevance thanks to the social consternation it caused, following its persistent dissemination of false information. Thus, in order to obtain a comprehensive and in-depth view of the reality of the page, as a salient actor in the disinformation phenomenon, we proceeded to characterize the community as to its activity and as to the engagement generated by its followers; we identified what are the most debated themes on the page; what are the beliefs postulated over time; and we observed the community polarization trends, resorting to established theoretical models. In this descriptive case study we adopted a mixed research strategy, of embedded typology, using the analysis of metrics and thematic content analysis, in deductive and inductive processes, on a sample of 82 posts and 2 460 comments, selected based on their popularity, and representing a coverage of 25% of all content published in the community. The results show that this is a community with a very polarized discourse, revealing a true echo chamber, where the main topics of discussion focus on the discredit of protective measures, such as the use of masks and PCR tests. A total of 32 beliefs associated with COVID-19 were identified, most of them demonstrably false, postulated in the community, by physicians and followers. Political and cultural hate speech were also heavily present, the latter supported by the belief that the pandemic is an hoax, mainly fabricated by the media. This research offers the first systematized view on the phenomenon of misinformation around COVID-19 in this Portuguese Facebook community, which leads us to believe that the results have relevant scientific and social impacts.
- Ensino a distância: avaliação da satisfação de estudantes no Instituto Politécnico do Porto - estudo de casoPublication . Folha, Rúben Alberto Rodrigues da Cunha; Almeida, Paula de Fátima Peres TeixeiraThe growth and globalization of distance education and training over the last few years, driven by the development of information and communication technologies (ICT), contributed to the emergence and implementation of new educational paradigms such as e-learning, for example. There is also the current social context, influenced by the covid-19 pandemic and, by extension, by the measures imposed by the government, which made distance education, even if of emergency, a comprehensive reality for educational institutions, of which P. PORTO is no exception. Thus, the case study presented has as its main objective the analysis of student satisfaction at P.PORTO, in relation to distance learning, considering the perspective of e-learning and b-learning, as recipients of the practices and methodologies adopted in the process of teaching-learning, in the different teaching units of P.PORTO. The research work was carried out according to a mixed methodology (qualitative and quantitative), through a literature review, for theoretical foundation, and an inquiry was also used, through a questionnaire, to the students of P.PORTO. The results obtained demonstrate that, although students feel technologically capable and access to the internet and technology is not a problem, also recognizing the advantages in making time and space more flexible, most still prefer a mixed or face-to-face model and not totally at a distance. Influencing this preference, it is observed that it happens in the different teaching units of P.PORTO where the courses have a large practical laboratory component. We conclude that the levels of student satisfaction with the distance learning experience are frankly positive, with the majority being satisfied and very satisfied. This study is intended to contribute to the promotion of the quality and success of distance learning initiatives for future studies.
- Consumo de informação noticiosa e deteção de notícias falsas: retrato dos estudantes do ensino superiorPublication . Vasconcelos, Gonçalo Monteiro; Oliveira, Luciana Gomes deThe digital transformation and the intensification of the use of social media as a news distribution channel has changed the way in which individuals consume news, redefining the role of news media in society. Therefore, this new scenario allowed the potentiation of the dissemination of false news, which in addition to having repercussions in the area of politics (may favor the ideological polarization of society, threatening the democratic system), health (may cause barriers to sharing and access content on medical procedures to be followed, which in extreme cases can stimulate a health crisis) and social, can mainly “distort an informed citizenship”, due to the pressure exerted on society's critical thinking. Taking into account the growing contact with fake news, we proposed to assess the perceived ability to identify fake news, seeking to understand the influence of news information consumption behavior, the perception of informational disorder and the experience with the media on the perceived ability to identify false information (fake news) among higher education students. A descriptive, quantitative portrait was conducted, following a hypothetical-deductive design, through a questionnaire survey of a sample of 268 polytechnic higher education students, residing in the districts of the North region of Portugal. The results show a set of factors that influence the perceived ability to identify false news, namely, the level of self-accountability and autonomy regarding misinformation and news information, the frequency of contact with false news/information, the alert behaviors of third-party and independent verification of information, the interest in hard news, as well as the experience of purchasing news content or services. We believe that the factual knowledge generated, as well as the procedures used, offer relevant contributions to the academic and scientific community and to society in general.