A configuração estratégica do website empresarial e sua adequada colocação em rede como fator de sucesso corporativo
: o caso da empresa HIGIGUIMA

  • José Ricardo Oliveira Faria (Student)

Student thesis: Master's Thesis


This research was carried out through an internship at the Higiguima company. Supported by a qualitative methodology, some of the methods observed in scientific research papers were applied in order to improve the entire communication strategy of the company. The analysis of documents and participant observation are two of the main research techniques used throughout this study. Through qualitative research we seek to interpret data that result from the implemented strategies. We aim at analyzing some characteristics that must be inserted in the structure of companies’ websites in order to understand how the various issues of the organizations can be presented in the most effective way. It is also intended to investigate the best practices that can be adopted for correct communication through LinkedIn and also through the Sales Navigator platform. LinkedIn is a social media tool that has considerably grown with the development of the internet and the network communication. Currently, thousands of users seek to join this network in order to advertise for their products and to acquire knowledge with the purpose of developing potential business. The same happens with the Sales Navigator platform, which has widely contributed to improve the success of those responsible for business development. Also, the companies` websites are being presented as more developed than ever and are now more inviting for the users. In the present days, simply showing basic information is just not enough to be successful. It is necessary to present a clear and inviting message with the aim of captivating the attention of visitors. By doing so it is possible to attract their attention to the company’s affairs and, specifically, their business model and relevant products. The internet and digital networks constitute, nowadays, a very important communication channel between the companies and their customers. The continuous digital growth helps companies to better understand the growing relevance of digital tools for corporate success and for improving their performance.
Date of Award22 Jul 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorLuísa Magalhães (Supervisor)


  • Internet
  • Digital networks
  • LinkedIn
  • Sales Navigator
  • Digital tools


  • Mestrado em Comunicação Digital

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