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Abstract(s)
Os produtores de produtos biológicos devem estar cientes de que os consumidores estão cada vez mais informados e ativos na procura de informações, nomeadamente através de websites. Por isso, entende-se ser essencial que as organizações estabeleçam uma comunicação dialógica forte para construir relacionamentos duradouros com seus públicos.
Com base neste conhecimento, a pesquisa formulou a seguinte questão de investigação: qual o grau de adoção da comunicação dialógica, focando no princípio ciclo dialógico, das entidades exportadoras de produtos biológicos na região agrária Douro e Minho? O objetivo geral é: estudar o grau de adoção da comunicação dialógica, com foco no princípio ciclo dialógico, pelos websites. Objetivos específicos são. Identificar o grau de adoção dos indicadores do ciclo dialógico pelos websites das entidades; Identificar o Indicador do ciclo dialógico mais adotado pelos websites das entidades; Identificar o indicadores do ciclo dialógico mais e menos adotado por cada entidade.
Para realização do estudo empírico, recorreu-se a metodologia mista, quantitativa e qualitativa. A partir da revisão da literatura, criou-se uma matriz de análise centrado num dos princípios dialógicos teorizados por Kent e Taylor (1998) considerado mais pertinente no campo da comunicação: o ciclo dialógico. A amostra foi constituída pelos websites das entidades exportadoras de produtos biológicos na região agrária Douro e Minho. Os dados foram analisados com recurso à estatística descritiva e de frequências. Os resultados permitiram evidenciar que o grau de adoção do ciclo dialógico é baixo, sendo que dos quinze indicadores analisados, apenas sete tiveram uma taxa de adoção pelos websites as empresas de 50%, sendo que o indicador “Link para as redes sociais” é o mais adotado.
Organic product producers must recognize that consumers are increasingly informed and proactive in seeking information, particularly through websites. It is crucial for organizations to establish dialogic communication in order to build lasting relationships with their audiences. Based on this understanding, the research posed the following question: to what extent have exporting entities of organic products in the agricultural regions of Douro and Minho adopted dialogic communication, with a focus on the dialogic loop principle? The primary objective is to assess the degree of adoption of dialogic communication, specifically the dialogic loop principle, on websites. The specific objectives are: to determine the extent to which the indicators of the dialogic loop have been adopted by the entities’ websites; to identify the most frequently adopted dialogic loop indicator; and to identify the most and least adopted indicators of the dialogic loop by each entity. A mixed-methods approach, combining quantitative and qualitative analysis, was employed for the empirical study. Drawing from the literature review, an analysis matrix was developed based on one of the dialogic principles theorized by Kent and Taylor (1998), which is considered particularly relevant in the field of communication: the dialogic loop. The sample consisted of the seven websites of organic product exporting entities in the agricultural regions of Douro and Minho. The data were analyzed using descriptive and frequency statistics, revealing a low level of adoption of the dialogic loop. The results showed that the degree of adoption of the dialogic cycle is low, as out of the fifteen indicators analyzed, only seven had an adoption rate by the companies' websites of 50%, with the indicator "Link to social media" being the most adopted.
Organic product producers must recognize that consumers are increasingly informed and proactive in seeking information, particularly through websites. It is crucial for organizations to establish dialogic communication in order to build lasting relationships with their audiences. Based on this understanding, the research posed the following question: to what extent have exporting entities of organic products in the agricultural regions of Douro and Minho adopted dialogic communication, with a focus on the dialogic loop principle? The primary objective is to assess the degree of adoption of dialogic communication, specifically the dialogic loop principle, on websites. The specific objectives are: to determine the extent to which the indicators of the dialogic loop have been adopted by the entities’ websites; to identify the most frequently adopted dialogic loop indicator; and to identify the most and least adopted indicators of the dialogic loop by each entity. A mixed-methods approach, combining quantitative and qualitative analysis, was employed for the empirical study. Drawing from the literature review, an analysis matrix was developed based on one of the dialogic principles theorized by Kent and Taylor (1998), which is considered particularly relevant in the field of communication: the dialogic loop. The sample consisted of the seven websites of organic product exporting entities in the agricultural regions of Douro and Minho. The data were analyzed using descriptive and frequency statistics, revealing a low level of adoption of the dialogic loop. The results showed that the degree of adoption of the dialogic cycle is low, as out of the fifteen indicators analyzed, only seven had an adoption rate by the companies' websites of 50%, with the indicator "Link to social media" being the most adopted.
Description
Keywords
Produtos biológicos Comunicação dialógica Websites Ciclo dialógico Organic products Dialogic loop Dialogic communication