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| Documento principal | 1.36 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A evolução tecnológica registada desde os finais do século XX até a atualidade tem vindo a revolucionar a comunicação, o modo como se trabalha e tantos outros aspetos da vida social. Neste cenário evolutivo e com o surgimento da Web 2.0 proliferaram as organizações, de vários setores da economia, que se ligaram aos sites de redes sociais. As organizações de saúde não foram exceção, estando a própria Organização Mundial de Saúde (OMS) ligada a este tipo de redes.
Neste contexto, este estudo mostra o papel que os sites de redes sociais desempenham nas organizações de medicina dentária da região centro de Portugal. O objetivo principal é aprofundar e contribuir para o conhecimento sobre a utilização destes sites na área da saúde e os objetivos específicos passam pelo conhecimento sobre as vantagens e as desvantagens a elas associadas. Para alcançar estes objetivos, adotou-se uma abordagem de investigação quantitativa que se baseou na aplicação de um questionário e cuja amostra final foi composta por 78 organizações de medicina dentária.
Com base nos resultados obtidos, conclui-se que grande parte das organizações estudadas estão ligadas aos sites de redes sociais, com destaque para o Facebook. O principal motivo que leva este tipo de organizações a ligarem-se à rede online prende-se com a sua participação nas redes sociais da Internet e, principalmente, nas potencialidades de marketing que estas redes oferecem. De facto, as vantagens associadas às ferramentas de marketing e a quebra de barreiras entre a organização e o mundo são as que mais se destacam no presente estudo. Quanto às desvantagens, a principal encontra-se associada à divulgação e proliferação de informações de qualidade duvidosa.
De acordo com as evidências empíricas obtidas, verificou-se ainda que as organizações analisadas dão outros usos a estes sites, tais como comunicar com clientes/pacientes, receber o feedback pelo serviço prestado para aumentar a satisfação do cliente/paciente e melhorar a qualidade dos serviços prestados.
Esta investigação contribui assim para colmatar uma lacuna existente, no que se refere ao conhecimento empírico que correlaciona a prática da medicina dentária, com as vantagens e/ou desvantagens que podem advir da ligação destas organizações aos sites de redes sociais. Outras implicações para a teoria e prática serão também apresentadas.
The registered technological evolution since the end of the 20th century until today, has revolutionized communication, the work method and several other aspects of social life. In this fast paced scenario and with the birth of Web 2.0, new organizations arise from various sector of economy, which connected to the social network websites. The health organizations were no exception, including the network connection from the World Health Organization. In this context, this study shows the key role social network websites have in the dental care area in the centre of Portugal. The main objective is to underline and contribute for the knowledge about the use of these websites to the health organizations and the main objectives relate to understand the advantages and disadvantages associated to them. To reach those goals, a quantitative investigation approach took place based on the application of a questionnaire and which the final sample was composed by 78 dental care organizations. Based on the results, it can be concluded that most part of the organizations that were studied, are in use of social network websites, mainly Facebook. What motivates these organizations to the use of social network websites is about their participation in those websites and, mainly, in the marketing potential offered. As a matter of fact, the advantages associated to the marketing tools and the barrier break out between the organization and the world are the ones that stand out in this study. Regarding the disadvantages, the main one is linked to the spread of information that can be doubtable in quality terms. According to the evidences obtained, this study realized that the analyzed organizations give other usage to these websites, such as communicating with customers/patients, receive feedback about the service to increase customer satisfaction and improve the service quality. Therefore, this investigation aims to contribute to a leak existing in this area, in terms of the knowledge that relates the practice of dental care medicine with the advantages /disadvantages that can arise from the connection of those organizations and the social network websites. Other implications for the theory and practice will also be presented.
The registered technological evolution since the end of the 20th century until today, has revolutionized communication, the work method and several other aspects of social life. In this fast paced scenario and with the birth of Web 2.0, new organizations arise from various sector of economy, which connected to the social network websites. The health organizations were no exception, including the network connection from the World Health Organization. In this context, this study shows the key role social network websites have in the dental care area in the centre of Portugal. The main objective is to underline and contribute for the knowledge about the use of these websites to the health organizations and the main objectives relate to understand the advantages and disadvantages associated to them. To reach those goals, a quantitative investigation approach took place based on the application of a questionnaire and which the final sample was composed by 78 dental care organizations. Based on the results, it can be concluded that most part of the organizations that were studied, are in use of social network websites, mainly Facebook. What motivates these organizations to the use of social network websites is about their participation in those websites and, mainly, in the marketing potential offered. As a matter of fact, the advantages associated to the marketing tools and the barrier break out between the organization and the world are the ones that stand out in this study. Regarding the disadvantages, the main one is linked to the spread of information that can be doubtable in quality terms. According to the evidences obtained, this study realized that the analyzed organizations give other usage to these websites, such as communicating with customers/patients, receive feedback about the service to increase customer satisfaction and improve the service quality. Therefore, this investigation aims to contribute to a leak existing in this area, in terms of the knowledge that relates the practice of dental care medicine with the advantages /disadvantages that can arise from the connection of those organizations and the social network websites. Other implications for the theory and practice will also be presented.
Description
Keywords
Organização de saúde - Redes sociais - Portugal Medicina dentária - Redes sociais - Sites na web Prática médica - Internet - Vantagens Prática médica - Internet - Desvantagens