A comunicação organizacional digital

: o caso UBER em Lisboa e no Rio de Janeiro

Abstract

This dissertation addresses the phenomenon of organizational communication in digital contexts. More specifically, it questions the influence of digital communication when it comes to promoting close relations between organizations and their audiences. Sharing economy and virtual organizations are issues on which research is also concerned. There are several cases of virtual organizations that belong to the system of sharing economy. Due to their characteristics, they rely mainly on digital communication - both internal and external - to connect with their audiences. How do audiences view this phenomenon? What are its effects on the external and internal public? These are two of the main topics we investigate. The goal of this study is to find out the perceptions and effects in the internal and external public of an organization that choose to use digital communication as the main mean of communication and work. To obtain this information, we selected an organization that fulfill the required criteria: Uber. Uber drivers and Uber's public / clients, both from Lisbon and Rio de Janeiro, were inquired. The research suggests that the relationship process established through digital communication is satisfactory for Uber's audience. New communication platforms such as social media or the mobile application of the company have proved to be important for the acceptance of these new forms of work and communications. However, our analysis empathizes that face-to-face communication could play an important role in the contact with the external public of Uber.

Date of Award	8 Feb 2018
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Fernando Ilharco (Supervisor)