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Advisor(s)
Abstract(s)
Esta dissertação compreende um estudo que analisa a utilização da internet e redes sociais pelas
empresas para aceder a potenciais públicos e consumidores. A internet e as redes sociais somam
uma população muito grande com a qual as empresas devem envolver-se. Centra-se na seguinte
questão de investigação: “Qual é o papel dos empreendedores na introdução da tecnologia digital,
como utilizam a comunicação digital e como podem o e-business e as redes sociais melhorar o
desempenho dos novos negócios?”.
A análise da resposta a esta questão conduziu a um estudo que, partindo de um inquérito on-line,
recolheu dados do público-alvo constituído pelos novos empreendedores, apresentou e analisou os
seus resultados averiguando se realmente o negócio eletrónico e o uso das redes sociais constituem
preocupação central dos novos empreendedores e são preponderantes nas estratégias de
implementação das jovens empresas.
Em termos gerais os resultados sugerem que as pequenas empresas nascentes utilizam a internet
e as redes sociais como facilitadoras e catalisadoras de negócios e para aproveitar o potencial de
receitas e crescimento do mercado. Adotam novas práticas centradas nos clientes que possam
ajudá-las a tornarem-se organizações ajustadas aos consumidores atuais. O inquérito fornece
evidência de que as novas empresas tendem a ter níveis elevados de utilização de negócios
eletrónicos e a ver os resultados para vários objetivos estratégicos, desde a obtenção de novas
receitas e desenvolvimento de novos mercados até à melhoria da comunicação com os clientes e
obtenção de informação. Portanto, o principal motivo para o uso do comércio eletrónico é ser mais
competitiva, aumentar as vendas, melhorar o relacionamento com os clientes, reduzir custos e
tornar-se mais eficiente. Isso significa claramente que é possível criar vantagem competitiva
utilizando a tecnologia de e-business. Contudo, os dados também apontam que a maioria das
empresas respondentes ainda está em fases iniciais da estratégia de redes sociais e internet e ainda
não possui o conhecimento, as melhores práticas e a capacidade de estabelecer estratégias
completas e de investir suficientemente. Finalmente, e ainda que os índices de satisfação não
evidenciem valores acentuadamente favoráveis, um número expressivo de respondentes avalia
positivamente o retorno dos investimentos realizados.
Em síntese, os resultados do estudo validam as hipóteses levantadas e fornecem uma compreensão
mais clara dos negócios nascentes em relação ao comércio eletrónico e atitudes dos seus
proprietários.
This dissertation comprises a study that analyzes the use of internet and social networks by companies to access potential audiences and consumers. The internet and social networks add up to a very large population with which companies must get involved. It focuses on the following research question: "What is the role of entrepreneurs in introducing digital technology, how they use digital communication, and how can e-business and social networks improve new business performance?" The analysis of the answer to this question led to a study that, based on an online survey, collected data from the new entrepreneurs' target audience, presented and analyzed their results by verifying whether the e-business and the use of social networks really existed. They are a central concern of new entrepreneurs and are preponderant in the implementation strategies of young companies. Overall, the results suggest that small start-ups use the Internet and social media as business facilitators and catalysts and to harness the revenue potential and market growth. They adopt new customer-centric practices that can help them become today's consumer-friendly organizations. The survey provides evidence that start-ups tend to have high levels of e-business utilization and see results for various strategic objectives, from earning new revenues and developing new markets to improving customer communication and achieving of information. Therefore, the main reason for using e-commerce is to be more competitive, increase sales, improve customer relationships, reduce costs and become more efficient. This clearly means that it is possible to create competitive advantage using e-business technology. However, the data also indicate that most of the respondent companies are still in the early stages of the social networking and internet strategy and do not yet have the knowledge, best practices and the ability to establish comprehensive strategies and invest sufficiently. Finally, and although satisfaction indices do not show markedly favorable values, a significant number of respondents positively evaluate the return on investments made. In summary, the study results validate the hypotheses raised and provide a clearer understanding of the nascent businesses in relation to e-commerce and their owners' attitudes.
This dissertation comprises a study that analyzes the use of internet and social networks by companies to access potential audiences and consumers. The internet and social networks add up to a very large population with which companies must get involved. It focuses on the following research question: "What is the role of entrepreneurs in introducing digital technology, how they use digital communication, and how can e-business and social networks improve new business performance?" The analysis of the answer to this question led to a study that, based on an online survey, collected data from the new entrepreneurs' target audience, presented and analyzed their results by verifying whether the e-business and the use of social networks really existed. They are a central concern of new entrepreneurs and are preponderant in the implementation strategies of young companies. Overall, the results suggest that small start-ups use the Internet and social media as business facilitators and catalysts and to harness the revenue potential and market growth. They adopt new customer-centric practices that can help them become today's consumer-friendly organizations. The survey provides evidence that start-ups tend to have high levels of e-business utilization and see results for various strategic objectives, from earning new revenues and developing new markets to improving customer communication and achieving of information. Therefore, the main reason for using e-commerce is to be more competitive, increase sales, improve customer relationships, reduce costs and become more efficient. This clearly means that it is possible to create competitive advantage using e-business technology. However, the data also indicate that most of the respondent companies are still in the early stages of the social networking and internet strategy and do not yet have the knowledge, best practices and the ability to establish comprehensive strategies and invest sufficiently. Finally, and although satisfaction indices do not show markedly favorable values, a significant number of respondents positively evaluate the return on investments made. In summary, the study results validate the hypotheses raised and provide a clearer understanding of the nascent businesses in relation to e-commerce and their owners' attitudes.
Description
Versão Provisória
Não inclui correções ou alterações sugeridas pelo Júri.
Keywords
Comércio eletrónico Redes sociais Comunicação sigital Marketing Empreendedores E-commerce Social networking Digital communication Entrepreneurs