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Authors
Advisor(s)
Abstract(s)
A comunicação entre os seus diversos fins é amplamente utilizada em sites
institucionais das empresas para estabelecer um relacionamento com seus diferentes
stakeholders, sobretudo, como meio de divulgar ações organizacionais, incluindo as de
responsabilidade social e sustentabilidade, também utilizada estrategicamente na
construção de sua imagem. No entanto, através do enquadramento teórico realizado nesta
dissertação, certificaram-se opiniões divergentes dos autores em relação à associação que
tal comunicação provoca nos públicos, mais especificadamente, nos consumidores.
Podendo ser positiva na maioria das vezes, mas, também negativa, caso o consumidor
presuma que seja como uma estratégia de interesse próprio.
Assim, tais questões foram levadas em consideração e abordadas em pesquisa
qualitativa, com análise das estratégias de comunicação, sobretudo as de sustentabilidade
no website da Delta Cafés, empresa na qual baseou-se a investigação, e posteriormente em
pesquisa quantitativa, por meio de inquérito por questionário, com o objetivo de perceber a
associação dessa estratégia na percepção dos consumidores, sobretudo na reputação e valor
da marca.
O resultado revelou que há associação entre a comunicação de sustentabilidade
divulgada no website da organização, com a reputação e o valor da marca, ou seja, um
processo estratégico de comunicação sustentado por uma empresa que interfere na
perspectiva dos consumidores para com a marca, potencializando suas vatangens
competitivas relacioanadas à sua imagem. Além disso, outras percepções foram reveladas
com os dados gerados pela pesquisa como, de modo geral os consumidores acreditam que
as empresas devem ser mais socialmente responsáveis, mas não percebem as ações na
prática. Entretanto, com a Delta Cafés, verificou-se satisfação pela comunicação divulgada,
para além de reconhecimento e admiração pela marca.
ABSTRACT: Communication between its various purposes is widely used on companies' institutional websites to establish a relationship with their different stakeholders, above all as a means of disclosing organizational actions, including those of social responsibility and sustainability, also used strategically in building their image. However, through the theoretical framework carried out in this dissertation, divergent opinions of the authors regarding the association that such communication provokes in publics, more specifically, in consumers, were confirmed. It can be positive most of the time, but also negative if the consumer assumes it is a self-interest strategy. Thus, such issues were taken into consideration and addressed in qualitative research, with analysis of communication strategies, especially those of sustainability on the website of Delta Cafés, the company on which the investigation was based, and later in quantitative research, through an inquiry through a questionnaire, in order to understand the association of this strategy in the perception of consumers, especially in the reputation and value of the brand. The result revealed that there is an association between the sustainability communication published on the organization's website, with the reputation and value of the brand, that is, a strategic communication process supported by a company that interferes in the perspective of consumers towards the brand, enhancing its competitive advantages related to its image. In addition, other perceptions were revealed with the data generated by the survey as, in general, consumers believe that companies should be more socially responsible, but do not perceive the actions in practice. However, with Delta Cafés, there was satisfaction with the communication disseminated, in addition to recognition and admiration for the brand.
ABSTRACT: Communication between its various purposes is widely used on companies' institutional websites to establish a relationship with their different stakeholders, above all as a means of disclosing organizational actions, including those of social responsibility and sustainability, also used strategically in building their image. However, through the theoretical framework carried out in this dissertation, divergent opinions of the authors regarding the association that such communication provokes in publics, more specifically, in consumers, were confirmed. It can be positive most of the time, but also negative if the consumer assumes it is a self-interest strategy. Thus, such issues were taken into consideration and addressed in qualitative research, with analysis of communication strategies, especially those of sustainability on the website of Delta Cafés, the company on which the investigation was based, and later in quantitative research, through an inquiry through a questionnaire, in order to understand the association of this strategy in the perception of consumers, especially in the reputation and value of the brand. The result revealed that there is an association between the sustainability communication published on the organization's website, with the reputation and value of the brand, that is, a strategic communication process supported by a company that interferes in the perspective of consumers towards the brand, enhancing its competitive advantages related to its image. In addition, other perceptions were revealed with the data generated by the survey as, in general, consumers believe that companies should be more socially responsible, but do not perceive the actions in practice. However, with Delta Cafés, there was satisfaction with the communication disseminated, in addition to recognition and admiration for the brand.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Responsabilidade social empresarial Comunicação de sustentabilidade Reputação corporativa Valor da marca Corporate social responsibility Sustainability communication Corporate reputation Brand value
Citation
Carmo, A.C. (2021). O website como canal de comunicação de sustentabilidade e a sua associação na reputação e valor organizacional: O caso Delta Cafés. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13638
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social