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Authors
Advisor(s)
Abstract(s)
Existem atualmente cerca de 3,8 biliões de utilizadores de redes sociais espalhados pelo mundo (We are Social, 2020, p. 77). As redes sociais têm um enorme potencial para as empresas alcançarem os seus clientes e consequentemente aumentarem o seu lucro, reduzirem custos e aumentarem a produtividade (Ahmadinejad & Asli, 2017, p. 80). Esta dissertação pretende contribuir para o estudo sobre o papel das redes sociais na área da nutrição clínica. O objetivo deste estudo passa por avaliar o impacto das redes sociais na área da nutrição clínica. Foram realizados dois inquéritos por questionário aos nutricionistas e clientes de nutrição e os respetivos dados analisados no programa SPSS. Em relação ao estudo efetuado aos nutricionistas, concluiu-se que 56,2% dos nutricionistas inquiridos utilizam redes sociais para fins profissionais. Cerca de 84,4% dos nutricionistas consegue aumentar o número de consultas totais devido à utilização das redes sociais, sendo que maioria dos nutricionistas consegue fidelizar mais de 75% dos clientes (46,7%). Relativamente à eficácia, 51,1% considera que as abordagens dietéticas através de redes sociais são igualmente eficazes a abordagens presenciais, sendo os direitos de autor o único risco percecionado nas redes sociais (75%). Em relação ao estudo efetuado aos clientes de nutrição, 45,5% dos clientes inquiridos é acompanhado nutricionalmente via redes sociais. Os clientes de nutrição em média conseguem perder 2,1kg na primeira semana após iniciarem a dieta nas redes sociais e 92,9% dos inquiridos considera que consegue adquirir hábitos alimentares saudáveis. Relativamente aos riscos percecionados, 81,8% considera seguro adquirir estes serviços através das redes sociais. O aumento de procura e interesse por serviços online pode constituir uma oportunidade de negócio ou uma oportunidade de emprego para os nutricionistas, que atravessam maiores dificuldades devido ao panorama geral vivido na Europa e, em particular, em Portugal.
There are currently around 3.8 billion social network users around the world (We are Social, 2020, p. 77). Social networks have giant potential for firms to reach their customers and consequently increase their profit, reduce costs and increase productivity (Ahmadinejad & Asli, 2017, p. 80). This dissertation intends to contribute to the study on the role of social networks in the area of clinical nutrition. The aim of this study is to assess the impact of social networks in the area of clinical nutrition. Two surveys were conducted by questionnaire to nutritionists and nutrition clients and the respective data analyzed in SPSS program. Regarding the study carried out on nutritionists, it was concluded that 56.2% of the surveyed nutritionists use social networks for professional purposes. About 84.4% of nutritionists manage to increase the number of total nutritional appointments due to the use of social networks, with the majority of nutritionists able to retain more than 75% of customers (46.7%). Regarding effectiveness, 51.1% consider that dietary approaches through social networks are equally effective in presential approaches, with copyright being the only risk perceived in social networks (75%). In relation to the study carried out on nutrition customers, 45.5% of the surveyed customers are nutritionally monitored via social networks. Nutrition customers on average manage to lose 2.1 kg in the first week after starting the diet via social networks and 92.9% of respondents believe that they manage to acquire healthy eating habits. Regarding perceived risks, 81.8% consider it safe to purchase these services through social networks. The increase in demand and interest in online services may constitute a business opportunity or a job opportunity for nutritionists, who are experiencing greater difficulties due to the general panorama experienced in Europe and, in particular, in Portugal.
There are currently around 3.8 billion social network users around the world (We are Social, 2020, p. 77). Social networks have giant potential for firms to reach their customers and consequently increase their profit, reduce costs and increase productivity (Ahmadinejad & Asli, 2017, p. 80). This dissertation intends to contribute to the study on the role of social networks in the area of clinical nutrition. The aim of this study is to assess the impact of social networks in the area of clinical nutrition. Two surveys were conducted by questionnaire to nutritionists and nutrition clients and the respective data analyzed in SPSS program. Regarding the study carried out on nutritionists, it was concluded that 56.2% of the surveyed nutritionists use social networks for professional purposes. About 84.4% of nutritionists manage to increase the number of total nutritional appointments due to the use of social networks, with the majority of nutritionists able to retain more than 75% of customers (46.7%). Regarding effectiveness, 51.1% consider that dietary approaches through social networks are equally effective in presential approaches, with copyright being the only risk perceived in social networks (75%). In relation to the study carried out on nutrition customers, 45.5% of the surveyed customers are nutritionally monitored via social networks. Nutrition customers on average manage to lose 2.1 kg in the first week after starting the diet via social networks and 92.9% of respondents believe that they manage to acquire healthy eating habits. Regarding perceived risks, 81.8% consider it safe to purchase these services through social networks. The increase in demand and interest in online services may constitute a business opportunity or a job opportunity for nutritionists, who are experiencing greater difficulties due to the general panorama experienced in Europe and, in particular, in Portugal.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Empreendedorismo Empreendedorismo digital Redes sociais Nutrição Obesidade Saúde Entrepreneurship Digital entrepreneurship Social networks Nutrition Obesity Health
Pedagogical Context
Citation
Moreira, C. A. (2021). Empreendedorismo digital: avaliação do impacto das redes sociais na área da nutrição clínica. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/13984