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Digital communication strategy for a social economy project supported by web platform

2020-02-07Conference object Open access
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dc.contributor.authorPassarinho, Aldo
dc.contributor.authorSantos, Cristina
dc.contributor.authorBernardes De Oliveira, Sandra Margarida
dc.contributor.authorLeal, Susana
dc.contributor.authorRodrigues, Ana
dc.contributor.authorAmaral, Marta
dc.contributor.authorSantinhos, Joana
dc.contributor.authorDiniz, Alice
dc.date.accessioned2020-03-16T08:54:01Z
dc.date.available2021-03-15T01:30:11Z
dc.date.issued2020-02-07
dc.description.abstractPurpose: This study aims to systematize key indicators considered in the communication strategy of the “Volto Já – Senior Exchange Program” project, according to its communication plan, comprising objectives, planned activities and contribution to validate a business model applied to the social economy sector. Recent studies indicate that the percentage of older adults using social networking technologies is increasing, stimulating research on "their use" and on their "communication behaviours". However, the literature states that it is necessary to distinguish between "social networks" and "social support", which are relevant for communication and the development of the web platform that aims to promote the mobility of older people. It is necessary to adapt messages and channels to the platform's objectives, seeking to respond to the "how" and "why" of communication options. Design/methodology/approach: The research took on an exploratory case study based on the "Volto Já" project, ensuring the validity of the research construct by adopting different sources of chained evidence. The literature review and empirical knowledge allowed the creation of quantitative data collection protocols which analysis ensured the reliability of the case study and its transferability. Findings and Value: A web-based service implementation, with a value proposition aimed at promoting a business model in the field of senior tourism, requires the study of the digital communication strategy appropriate to the growing involvement of the target audience in the service development. Adopting appropriate metrics to assess the effectiveness of digital communication strategy also provides data for the development and validation of the business model.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationPassarinho, A., Santos, C., Oliveira, S., Leal, S., Rodrigues, A., Amaral, M., Santinhos, J. & Diniz, A. (2020). Digital communication strategy for a social economy project supported by web platform [Conference session]. 1st International Conference on Management, Technology and Tourism: Social Value Creation (ICOMTT2020), Santarém, Portugal.pt_PT
dc.identifier.urihttp://hdl.handle.net/10400.15/2846
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.relationVOLTO JÁ: PROGRAMA DE INTERCÂMBIO SÉNIOR (Ref. ALT20-03-0145-FEDER-024111)pt_PT
dc.subjectDigital Communicationpt_PT
dc.subjectCommunication Planpt_PT
dc.subjectCommunication Strategypt_PT
dc.subjectSocial Economypt_PT
dc.subjectSenior Tourismpt_PT
dc.subjectSocial Mediapt_PT
dc.titleDigital communication strategy for a social economy project supported by web platformpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceInstituto Politécnico de Santarém, Santarém, Portugalpt_PT
oaire.citation.title1st International Conference on Management, Technology and Tourism: Social Value Creation (ICOMTT2020)pt_PT
person.familyNameBernardes de Oliveira
person.familyNameCristina Henriques Leal
person.givenNameSandra Margarida
person.givenNameSusana
person.identifierCaptSkQAAAAJ&hl=en
person.identifier.ciencia-id1013-444B-5A6A
person.identifier.ciencia-idC11A-1BD1-73C5
person.identifier.orcid0000-0003-4925-9227
person.identifier.orcid0000-0002-8796-8289
person.identifier.scopus-author-id35107182300
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication2b0f17b9-4a10-42b8-91db-12dac0b72886
relation.isAuthorOfPublication15622722-860e-4471-b5c9-32b5bdc3ee02
relation.isAuthorOfPublication.latestForDiscovery15622722-860e-4471-b5c9-32b5bdc3ee02

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