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A era digital e as pequenas e médias empresas: a eficácia da comunicação digital aos olhos da geração Z
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| 1.31 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Vivemos na era da transformação digital e esta realidade tem reconfigurado o panorama
empresarial a nível global, com as Pequenas e Médias Empresas (PME) no epicentro desta
mudança paradigmática. As implicações deste fenómeno são amplamente reconhecidas no
desempenho empresarial e, intrinsecamente, na experiência do consumidor. A presente
dissertação procura explorar a perceção da Geração Z relativamente à eficácia da
comunicação digital das PME, sendo este um segmento de mercado cada vez mais influente
e com particular predisposição para o digital.
A escolha do tema sustenta-se na imperatividade das PME compreenderem e adaptarem-se
às expectativas da Geração Z para manter a sua relevância e competitividade no mercado,
em particular no digital. Os indivíduos da Geração Z, nascidos na era digital, possuem
características únicas que moldam as suas decisões de compra e as interações com as
marcas. A sua proximidade com a tecnologia, as expectativas de imediatismo e a sua visão
apurada em relação à autenticidade e responsabilidade social constituem desafios e
oportunidades para a gestão das PME.
A abordagem metodológica utilizada para este estudo é quantitativa, traduzindo-se na análise
de dados de questionários, fornecendo uma visão abrangente sobre a perceção da Geração
Z à eficácia da comunicação digital das PME e de que forma pode a gestão destas empresas
adaptar-se às exigências deste grupo geracional. Foram abordadas questões centrais como
a adequação das estratégias digitais das PME às necessidades deste grupo geracional, bem
como a eficácia com que as tecnologias digitais estão a ser utilizadas pela gestão das
empresas para enriquecer e nutrir o relacionamento com o consumidor, com especial foco na
comunicação digital.
Este estudo proporciona uma contribuição valiosa para a literatura existente, oferecendo
insights práticos e sugerindo abordagens estratégicas para que a gestão das PME possa
capitalizar sobre as nuances do comportamento da Geração Z. Visando explorar a dinâmica
contemporânea entre a gestão das PME e consumidores digitais nativos, o presente estudo
desvenda que de forma a presença digital pode ser maximizada para criar experiências de
marca mais profundas e personalizadas, as quais são cruciais para o sucesso empresarial na
era digital presente.
We are currently living in the age of digital transformation and this reality has reconfigured the business landscape at a global level, with Small and Medium-sized Enterprises (SMEs) at the epicenter of this paradigmatic shift. This phenomenon’s implications are widely recognized in business performance and intrinsically related with the consumer’s experience. This dissertation seeks to explore the Generation Z’s perception of the effectiveness of digital communication in SMEs, as this is an increasingly influential market segment with a particular predisposition towards digital. This topic was chose based on the SMEs’ need to understand and adapt to the Generation Z’s digital expectations to maintain their relevance and competitiveness in the market, particularly in digital. Generation Z was born in the digital age and has unique characteristics that shape their purchasing decisions and interactions with brands. Their familiarity with technology, expectations of immediacy and their keen vision of authenticity and social responsibility makes challenges and opportunities for SME’s management. This study's methodological approach is quantitative and consists in analyzing data from questionnaires, providing a comprehensive view of this generation's perception of the effectiveness of digital communication in SMEs and how the management of these companies can adapt to the demands of this generational group. Central topics were covered, such as the suitability of SMEs' digital strategies to the needs of this generational group, as well as effective ways in which digital technologies are being used by company’s management to enrich and nourish customer engagement, particular focus on digital communication. This study provides a valuable contribution to the already existing literature, offering practical insights and suggesting strategic approaches for SME management to capitalize on the unique characteristics of Generation Z behavior. In order to explore the ongoing dynamic between SME’s management and native digital customers, this study reveals how digital presence can be maximized to create deeper and more personalized brand experiences, which are crucial for business success in the current digital world.
We are currently living in the age of digital transformation and this reality has reconfigured the business landscape at a global level, with Small and Medium-sized Enterprises (SMEs) at the epicenter of this paradigmatic shift. This phenomenon’s implications are widely recognized in business performance and intrinsically related with the consumer’s experience. This dissertation seeks to explore the Generation Z’s perception of the effectiveness of digital communication in SMEs, as this is an increasingly influential market segment with a particular predisposition towards digital. This topic was chose based on the SMEs’ need to understand and adapt to the Generation Z’s digital expectations to maintain their relevance and competitiveness in the market, particularly in digital. Generation Z was born in the digital age and has unique characteristics that shape their purchasing decisions and interactions with brands. Their familiarity with technology, expectations of immediacy and their keen vision of authenticity and social responsibility makes challenges and opportunities for SME’s management. This study's methodological approach is quantitative and consists in analyzing data from questionnaires, providing a comprehensive view of this generation's perception of the effectiveness of digital communication in SMEs and how the management of these companies can adapt to the demands of this generational group. Central topics were covered, such as the suitability of SMEs' digital strategies to the needs of this generational group, as well as effective ways in which digital technologies are being used by company’s management to enrich and nourish customer engagement, particular focus on digital communication. This study provides a valuable contribution to the already existing literature, offering practical insights and suggesting strategic approaches for SME management to capitalize on the unique characteristics of Generation Z behavior. In order to explore the ongoing dynamic between SME’s management and native digital customers, this study reveals how digital presence can be maximized to create deeper and more personalized brand experiences, which are crucial for business success in the current digital world.
Description
Keywords
Gestão PME Geração Z Competitividade Empresarial Estratégias de Gestão Comunicação Digital Management SMEs Generation Z Business Competitiveness Management Strategies Digital Communication