Explorando O Uso De Plataformas Digitais De Mídia Social Por Empresas Para Co-Criação Com Consumidores

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Explorando O Uso De Plataformas Digitais De Mídia Social Por Empresas Para Co-Criação Com Consumidores UNIVERSIDADE FEDERAL DO RIO GRANDE DO SUL ESCOLA DE ADMINISTRAÇÃO PROGRAMA DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO Mauro Borges EXPLORANDO O USO DE PLATAFORMAS DIGITAIS DE MÍDIA SOCIAL POR EMPRESAS PARA CO-CRIAÇÃO COM CONSUMIDORES Porto Alegre 2011 Mauro Borges EXPLORANDO O USO DE PLATAFORMAS DIGITAIS DE MÍDIA SOCIAL POR EMPRESAS PARA CO-CRIAÇÃO COM CONSUMIDORES Tese apresentada ao Programa de Pós- Graduação em Administração da Universidade Federal do Rio Grande do Sul, como requisito para a obtenção do título de Doutor em Administração. Orientadora: Profa. Dra. Ângela F. Brodbeck Porto Alegre 2011 Dados Internacionais de Catalogação na Publicação (CIP) Borges, Mauro Explorando o uso de plataformas digitais de mídia social por empresas para co-criação com consumidores / Mauro Borges. -- 2011. 213 f. Orientadora: Ângela Freitag Brodbeck. Tese (Doutorado) -- Universidade Federal do Rio Grande do Sul, Escola de Administração, Programa de Pós-Graduação em Administração, Porto Alegre, BR-RS, 2011. 1. Co-criação. 2. Mídia Social. 3. Sistemas de Informação. 4. Netnografia. 5. Grounded Theory. I. Freitag Brodbeck, Ângela, orient. II. Título. Elaborado pelo Sistema de Geração Automática de Ficha Catalográfica da UFRGS com os dados fornecidos pelo autor. Mauro Borges EXPLORANDO O USO DE PLATAFORMAS DIGITAIS DE MÍDIA SOCIAL POR EMPRESAS PARA CO-CRIAÇÃO COM CONSUMIDORES Tese apresentada ao Programa de Pós- Graduação em Administração da Universidade Federal do Rio Grande do Sul, como requisito para a obtenção do título de Doutor em Administração. Conceito final.................................... Aprovado em.......de.......de.............. BANCA EXAMINADORA: _____________________________________________ Prof. Dr. Jorge Luis Nicolas Audy - PUCRS _____________________________________________ Prof. Dr. Norberto Hoppen - UFRGS _____________________________________________ Prof. Dr. Paulo Antonio Zawislak -UFRGS _____________________________________________ Prof. Dr. Tales Andreassi – FGV-EAESP _____________________________________________ Orientadora: Profa. Dra. Ângela F. Brodbeck - UFRGS Dedico esta tese à minha família, à minha noiva e à minha orientadora. Ao meu avô, João Francisco Krás Borges ( in memoriam ); à minha avó, Albertina de Matos Borges; à minha mãe, Nair Borges da Silva ( in memoriam ); e à minha tia, Maria Deoclídia Matos Borges – o meu reconhecimento por seu constante apoio e incentivo durante toda minha vida, que me ajudaram a superar cada desafio e a formar a pessoa que sou hoje. À minha noiva, Marinês Sehnem, por seu companheirismo, carinho e compreensão – estando sempre ao meu lado, em todos os momentos. À minha orientadora, Ângela Brodbeck, por sua atenção, paciência e parceria, me ajudando a encontrar o melhor caminho e a percorrê-lo. AGRADECIMENTOS Gostaria de agradecer à minha família, que sempre se esforçou para que eu tivesse uma educação de qualidade e na qual sempre encontrei apoio e orientação, no decorrer deste curso de doutorado e de toda a minha vida. À minha noiva, Marinês Sehnem, que compartilhou todos os momentos desta caminhada comigo, no Brasil e nos EUA, me incentivando e sendo compreensiva em todos os momentos. À minha orientadora, Profa. Ângela Brodbeck, com quem muito aprendi - desde o meu mestrado e durante o meu doutorado - e a quem eu admiro como profissional e como pessoa. Aos professores da minha banca de projeto de tese - Prof. Norberto Hoppen (meu orientador no curso de mestrado, que foi uma grande influência para que eu decidisse cursar o doutorado), Prof. Paulo Zawislak e Prof. Tales Andreassi – por suas contribuições que me ajudaram a encontrar o foco e desenvolver melhor minha pesquisa. A todos os demais professores do curso que contribuíram para meu aprendizado ao longo das disciplinas que cursei. Ao Prof. Gerard Tellis, que tão gentilmente me recebeu como visitante na University of Southern California , nos EUA, me orientou em minha pesquisa e me disponibilizou todos os recursos de que precisei durante o meu doutorado sanduíche. Aos professores Omar El Sawy e Dennis Rook, da University of Southern California , com os quais muito aprendi quando cursei suas disciplinas nos EUA e quando tivemos a oportunidade de trocar idéias sobre minha pesquisa, o que muito contribuiu para esta tese. À CAPES por ter me financiado durante o curso de doutorado e ao CNPq pelo financiamento para o meu doutorado sanduíche nos EUA. A todos os colegas da UFRGS com os quais convivi e aprendi durante meu curso e a todos os amigos com quem sempre pude contar. Enfim, a todas as pessoas que, de alguma forma, fizeram parte da minha vida durante esta caminhada e incentivaram meus esforços. “Blackbird singing in the dead of night Take these broken wings and learn to fly All your life You were only waiting for this moment to arise” Paul McCartney RESUMO Plataformas de mídia social têm possibilitado que indivíduos produzam, compartilhem e distribuam seu conteúdo, facilmente, pela Internet – interagindo com outros indivíduos e firmas. Atualmente, qualquer pessoa pode ter seu próprio jornal (blog), rádio (podcast) ou canal de TV (YouTube) e construir uma audiência. Redes sociais, como Facebook e Twitter, permitem que as pessoas espalhem o boca-a-boca ainda mais. Neste novo ambiente social, consumidores tornaram-se ativos produtores – influenciando seus pares, criticando produtos/serviços, co-desenvolvendo suas próprias soluções, etc. Finalmente, as firmas se deram conta de que deviam aprender como fazer uso de mídia social para participar das conversas, acessar conhecimentos externos e tentar co-criar algum valor. Mas como o uso destas plataformas de mídia social pela firma para co-criação com consumidores pode influenciar seus processos de negócio? Para responder a essa questão, este estudo utilizou dois métodos de pesquisa qualitativos interpretativos – netnografia e grounded theory – para explorar dados públicos disponíveis em plataformas de mídia social. A pesquisa empírica investigou um ecossistema de mídia social no setor de transporte aéreo. Como resultados, este estudo apresenta: um conjunto de categorias inter-relacionadas que emergiram dos dados empíricos; descrições de campo; e hipóteses teóricas propostas a respeito deste processo de co-criação no setor de transporte aéreo e suas implicações. Resultados indicam que três tipos de co-criação em plataformas de mídia social (co-criação de experiências online, de marca em tempo real e de conhecimento sobre produtos/serviços) influenciam positivamente a integração de capacidades/conhecimentos dos consumidores aos processos de negócio da empresa (como relacionamento com clientes, suporte, relações públicas, propaganda e desenvolvimento de produtos/serviços), enquanto a falta destes tipos de co-criação pode influenciar negativamente a efetividade destes processos de negócio. Palavras-chave: co-criação, mídia social, sistemas de informação, netnografia, grounded theory, setor de transporte aéreo. ABSTRACT Social media platforms have enabled individuals to easily produce, share and distribute their own content over the Intenet – interacting with other individuals and firms. Currently, anyone may have his own newspaper (blog), radio (podcast) or TV channel (YouTube) and build an audience. Social networks, such as Facebook and Twitter, allow people to spread the word of mouth even further. In this new social environment, consumers became active producers - influencing their peers, criticizing bad products/services, co- developing their own solutions, etc. Eventually, firms found out that they must learn how to use social media to become part of the conversation, access external knowledge and try to co- create some value. But how could firm’s usage of social media platforms to co-create with consumers influence its business processes? In order to answer to that question, this study used two qualitative interpretive research methods – netnography and grounded theory – to explore public data available on social media platforms. The empirical research investigated a social media ecosystem of the air travel industry. As results, this study presents: a set of inter- related categories that emerged from empirical data; field descriptions; and the theoretical hypothesis regarding the co-creation process in air travel industry and its implications. Results show that three types of co-creation using social media platforms (online experiences co- creation, brand real-time co-creation and products/services knowledge co-creation) positively influence customers’ capabilities/knowledge integration to firms’ business processes (such as customers relationship, support, public relations, advertising, products/services development) - while the lack of those types of co-creation may negatively influence those business processes effectivity. Keywords: co-creation, social media, information systems, netnography, grounded theory, air travel industry. LISTA DE ILUSTRAÇÕES Figura 1. Custos de Transação e Organização ............................................................................... 28 Figura 2. Processo Simplificado do Stage-Gate. ............................................................................ 33 Figura 3. Processo de Inovação Aberta. ......................................................................................... 34 Figura 4. Ecossistema Digital de uma Marca. ................................................................................ 46 Figura 5. Criação e Compartilhamento de Conteúdo em Mídia Social......................................... .49 Figura 6.
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