Banca de DEFESA: ADRIANO SANTOS ROCHA SILVA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
DISCENTE : ADRIANO SANTOS ROCHA SILVA
DATA : 03/04/2019
HORA: 09:00
LOCAL: ADM
TÍTULO:

Appropriation of Social Media: an analysis of the use of Facebook in technology-based companies

PALAVRAS-CHAVES:

Appropriation of Social Media. Appropriation of Technology. Social media. Technology-based Companies

PÁGINAS: 194
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Administração
RESUMO:

Technology appropriation is the process by which users of a technology adopt it, test its possibilities through use, and modify it to satisfy their needs or desires. Applied the concept to social media, so it is considered that these are adopted by companies, tested through use, and modified or adapted according to the expectations, needs or intentions of its users. Carroll et al. (2002) show that this process originates in technology as projected and reaches the stage of the technology in use. The purpose of this thesis is to analyze the process of appropriation of social media, specifically Facebook, in technology-based companies (TBC). Because they are organizations that foster innovation and have an entrepreneurial culture and technological knowledge, the TBC would be an ideal locus for investigating the occurrence of appropriation. For that, a multiple case study, exploratory and descriptive, was carried out with 15 companies that are part of the Bahia Technological Park and the Salvador Hub, both located in the state capital of Bahia. The Social Media Appropriation Model was also proposed as the theoretical lens of the research based mainly on the works of Carroll et al. (2002) and Carroll (2004). This model is subdivided into three stages: Adoption Factors, Intermediate Factors and Reinforcing Factors. The research data were obtained through systematic site observation and semi-structured interviews in loco. The results obtained and analyzed confirmed the first presupposition of the research: the TBC have adopted and used social media in their relationship with the market. Based on the proposed framework, the results also showed that the factors Current, Cost, Utility and Resources, and Convenience and Usability influenced the adoption of Facebook by companies; the Information Management factor has influenced the use of the platform, and the factors Power, Cohesion and Fragmentation, System Performance and Peer Behavior have influenced the continuity of use by the TBC. Contrary to expectations, the results also showed that the TBC did not make any changes or adaptation in the use of Facebook, occurring the non-appropriation. Therefore, the second presupposition of the unconfirmed research: TBC have appropriated social media in a still limited way, making few adaptations or adaptations of this technology to their needs and objectives. It has also been noted that most TBC has a low knowledge of the features that Facebook makes available for corporate use, as well as perceive the platform in a very directed (and limited) manner to the dissemination of products and attraction of clients to their respective sites. With regard to social media, then, it is evident that the use given by the TBC is still far from matching the potential of its competencies and its components. Due to the peculiarities in the environment of technology-based companies and the scope achieved by social media, mainly by Facebook, it is possible to see that much still has to be studied on the subject, even by the accelerated and constant changes in these two areas.

MEMBROS DA BANCA:
Externo à Instituição - EDIMARA MEZZOMO LUCIANO
Presidente - 1316015 - ERNANI MARQUES DOS SANTOS
Externo ao Programa - 2704351 - FABIO ALMEIDA FERREIRA
Interno - 2179370 - MONICA DE AGUIAR MAC ALLISTER DA SILVA
Externo à Instituição - NICOLAU REINHARD - USP