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Comunicação dialógica e o princípio do ciclo dialógico em plataformas digitais de retalho alimentar: o caso do Continente
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Orientador(es)
Resumo(s)
A transformação digital tem alterado profundamente a forma como as organizações
comunicam e se relacionam com os seus públicos, conferindo às plataformas digitais um
papel que ultrapassa a mera disponibilização de informação ou realização de transações.
Neste contexto, a comunicação dialógica assume particular relevância por promover
relações mais interativas, participativas e responsivas entre organizações e utilizadores.
Com base na teoria da comunicação dialógica de Kent e Taylor (1998), a presente
investigação analisa a adoção do princípio do Ciclo Dialógico no Continente Online e no
Continente Feed, considerando a distinção entre um ambiente predominantemente
transacional e um ambiente de natureza inspiracional. O estudo procurou responder à
seguinte pergunta de investigação: qual o grau de adoção do princípio do ciclo dialógico
nas plataformas digitais do Continente e qual a perceção dos utilizadores face à
importância e utilização desse princípio? Para responder a esta questão, adotou-se uma
abordagem mista, com os dados a serem recolhidos através de uma grelha construída com
base na revisão de literatura e um inquérito por questionário. A grelha foi utilizada para
analisar o conteúdo publicado nas plataformas do Continente, possibilitando a
identificação do grau de adoção dos indicadores em ambas as plataformas, sendo
analisados 14 indicadores do Ciclo Dialógico, avaliados quanto à sua presença ou
ausência nas plataformas. Por sua vez, o inquérito por questionário contribuiu para a
análise da importância atribuída a cada princípio, bem como do respetivo grau de
utilização pelos participantes, obtendo-se 152 respostas válidas. Os resultados revelam
um grau moderado de adoção, correspondente a 64,3% no Continente Online e 57,1% no
Continente Feed. Não foram identificadas diferenças estatisticamente significativas entre
as plataformas quanto à utilização dos indicadores. Os participantes atribuíram elevada
importância às funcionalidades dialógicas, destacando-se o pedido de informação, a
colocação de questões, a realização de transações e os contactos diretos. Conclui-se que
existe uma correspondência global entre os indicadores mais valorizados e os presentes
nas plataformas, embora persistam lacunas nos mecanismos participativos e
comunitários.
Digital transformation has profoundly changed the way organizations communicate and interact with their stakeholders, giving digital platforms a role that extends beyond the mere provision of information or the execution of transactions. In this context, dialogic communication has become particularly relevant, as it promotes more interactive, participatory, and responsive relationships between organizations and users. Based on Kent and Taylor’s (1998) theory of dialogic communication, this study examines the adoption of the Dialogic Loop principle on Continente Online and Continente Feed, considering the distinction between a predominantly transactional environment and an inspirational environment. The study sought to answer the following research question: What is the degree of adoption of the Dialogic Loop principle on Continente’s digital platforms, and how do users perceive the importance and use of this principle? To address this question, a mixed-methods approach was adopted, with data collected through an analytical framework developed from the literature review and a questionnaire survey. The framework was used to analyze the content published on Continente’s platforms, enabling the identification of the degree of adoption of the indicators across both platforms. Fourteen Dialogic Loop indicators were assessed according to their presence or absence on the platforms. The questionnaire survey, in turn, contributed to the analysis of the importance attributed to each principle, as well as its level of use among participants, yielding 152 valid responses. The results reveal a moderate degree of adoption, corresponding to 64.3% for Continente Online and 57.1% for Continente Feed. No statistically significant differences were identified between the platforms regarding the use of the indicators. Participants attributed high importance to dialogic features, particularly information requests, question-asking opportunities, transaction capabilities, and direct contact options. It can be concluded that there is an overall alignment between the indicators most valued by users and those present on the platforms. However, gaps remain in participatory and community-oriented mechanisms.
Digital transformation has profoundly changed the way organizations communicate and interact with their stakeholders, giving digital platforms a role that extends beyond the mere provision of information or the execution of transactions. In this context, dialogic communication has become particularly relevant, as it promotes more interactive, participatory, and responsive relationships between organizations and users. Based on Kent and Taylor’s (1998) theory of dialogic communication, this study examines the adoption of the Dialogic Loop principle on Continente Online and Continente Feed, considering the distinction between a predominantly transactional environment and an inspirational environment. The study sought to answer the following research question: What is the degree of adoption of the Dialogic Loop principle on Continente’s digital platforms, and how do users perceive the importance and use of this principle? To address this question, a mixed-methods approach was adopted, with data collected through an analytical framework developed from the literature review and a questionnaire survey. The framework was used to analyze the content published on Continente’s platforms, enabling the identification of the degree of adoption of the indicators across both platforms. Fourteen Dialogic Loop indicators were assessed according to their presence or absence on the platforms. The questionnaire survey, in turn, contributed to the analysis of the importance attributed to each principle, as well as its level of use among participants, yielding 152 valid responses. The results reveal a moderate degree of adoption, corresponding to 64.3% for Continente Online and 57.1% for Continente Feed. No statistically significant differences were identified between the platforms regarding the use of the indicators. Participants attributed high importance to dialogic features, particularly information requests, question-asking opportunities, transaction capabilities, and direct contact options. It can be concluded that there is an overall alignment between the indicators most valued by users and those present on the platforms. However, gaps remain in participatory and community-oriented mechanisms.
Descrição
Palavras-chave
Comunicação dialógica Ciclo Dialógico Retalho alimentar Plataformas digitais Continente Online Continente Feed Dialogic communication Dialogic Loop Food retail Digital platforms Continente Feed