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Abstract(s)
Atualmente, as empresas que pretendem desenvolve-se devem utilizar as redes sociais como
uma plataforma para os seus negócios. As redes sociais estão cada vez mais a tornar-se uma
escolha popular de promoção de negócios, uma vez que permitem a comunicação para lá de
uma conversa privada. Os empresários podem utilizar plenamente as funções das redes sociais
para práticas de marketing a um custo mais reduzido.
Através de interações de cooperação com vários tipos de membros das redes sociais, as
pequenas e médias empresas (PME) colocam-se numa melhor posição para desenvolver
estratégias e táticas eficazes, necessárias para prosperar numa envolvente em constante
mudança global. As redes sociais quando combinadas são componentes valiosas de
aprendizagem empresarial e podem melhorar o sucesso das PME, através da criação de ativos
da organização sob a forma de recursos humanos, finanças e capital tecnológico.
Neste contexto, este estudo mostra o papel das redes sociais no desempenho das PME da
região de Trás os Montes e Alto Douro, Portugal. O objetivo principal é aprofundar e
contribuir para o conhecimento sobre a utilização das redes sociais de forma a melhorar o
desempenho neste segmento de pequenas empresas. Os objetivos específicos passam pelo
conhecimento sobre os motivos da adesão e não adesão às redes sociais e perceber se essas
redes influenciam realmente o desempenho nesse setor de empresas. 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 103 PME.
Com base nos resultados obtidos, conclui-se que a maioria das PME estudadas está ligada às
redes sociais, com destaque para o Facebook. O principal motivo que leva este tipo de
empresas a ligarem-se às redes sociais prende-se na possível apresentação de serviços a um
maior número de potenciais clientes. Quanto à não adesão por parte destas empresas, o
motivo não é totalmente claro, mas está relacionado com o facto de existir falta de interesse
das redes sociais por parte deste tipo de pequenas empresas.
Em relação à influência das redes sociais para melhoria do desempenho nas PME, verifica-se
uma influência positiva mesmo que não seja em todos os indicadores adotados para a sua
medição. As evidências empíricas obtidas levam-nos a concluir que os fatores associados à
redução de custos influenciam quer indicadores financeiros (Crescimento dos Lucros) quer
indicadores não financeiros (Resultados de Recursos Humanos) e a comunicação e inovação
influência apenas fatores não financeiros (Nível de Satisfação). Algumas contribuições e
implicações para a teoria e prática para o contexto das PME são também apresentadas no
final deste estudo.
Currently, companies seeking to develop should use social networks as a platform for their business. Social networks are increasingly becoming a popular choice for business promotion, as they allow communication beyond a private conversation. Entrepreneurs can fully utilize the functions of social networks for sales, advertising and marketing at a lower cost. Through cooperative interactions with various members of social networks, small and medium-sized enterprises (SME) put themselves in a better position to develop effective strategies and tactics needed to thrive in an ever-changing global landscape. Combined, social networks are valuable components of entrepreneurial learning and can improve the success of small and medium-sized enterprises through the creation of organizational assets in the form of human resources, finance and technological capital. In this context, this study shows the role of social networks in the performance of SMEs in the region of Trás os Montes and Alto Douro, Portugal. The main objective is to deepen and contribute to the knowledge on the use of social networks in order to improve performance in the small business segment. The specific objectives pass for knowledge about the reasons for adherence and non-adherence to social networks and see if these networks do influence performance in this business sector. To achieve these goals, we adopted a quantitative research approach, which was based on the application of a questionnaire and whose final sample consisted of 103 SMEs. Based on these results, it is concluded that most SMEs studied are linked to social networks, especially Facebook. The main reason that this type of companies connect to social networks is linked to the possibility to submit services to a larger number of potential customers. As for non-compliance on the part of these companies, the reason is not entirely clear, but is related to the fact that there is lack of interest in social networks in this type of small business. Regarding the influence of social networks for improved performance in SMEs, there is a very positive influence in almost all indicators adopted for measurement. Empirical evidence obtained lead us to conclude that the factors associated with cost reduction influence both financial indicators (Earnings Growth) or non-financial indicators (Results in Human Resources) and communication and innovation influence only non-financial factors (Satisfaction Level). Some contributions and implications for theory and practice in the context of SMEs are also presented at the end of this study.
Currently, companies seeking to develop should use social networks as a platform for their business. Social networks are increasingly becoming a popular choice for business promotion, as they allow communication beyond a private conversation. Entrepreneurs can fully utilize the functions of social networks for sales, advertising and marketing at a lower cost. Through cooperative interactions with various members of social networks, small and medium-sized enterprises (SME) put themselves in a better position to develop effective strategies and tactics needed to thrive in an ever-changing global landscape. Combined, social networks are valuable components of entrepreneurial learning and can improve the success of small and medium-sized enterprises through the creation of organizational assets in the form of human resources, finance and technological capital. In this context, this study shows the role of social networks in the performance of SMEs in the region of Trás os Montes and Alto Douro, Portugal. The main objective is to deepen and contribute to the knowledge on the use of social networks in order to improve performance in the small business segment. The specific objectives pass for knowledge about the reasons for adherence and non-adherence to social networks and see if these networks do influence performance in this business sector. To achieve these goals, we adopted a quantitative research approach, which was based on the application of a questionnaire and whose final sample consisted of 103 SMEs. Based on these results, it is concluded that most SMEs studied are linked to social networks, especially Facebook. The main reason that this type of companies connect to social networks is linked to the possibility to submit services to a larger number of potential customers. As for non-compliance on the part of these companies, the reason is not entirely clear, but is related to the fact that there is lack of interest in social networks in this type of small business. Regarding the influence of social networks for improved performance in SMEs, there is a very positive influence in almost all indicators adopted for measurement. Empirical evidence obtained lead us to conclude that the factors associated with cost reduction influence both financial indicators (Earnings Growth) or non-financial indicators (Results in Human Resources) and communication and innovation influence only non-financial factors (Satisfaction Level). Some contributions and implications for theory and practice in the context of SMEs are also presented at the end of this study.
Description
Keywords
Desempenho Nas Pme Pme Redes Sociais