A exteriorização da identidade socialmente responsável

: um estudo do papel das relações públicas através dos temas de comunicação digital na Delta Cafés

Abstract

With the evolution of Information and Communication Technologies (ICTs), and
especially with the popularization of Internet, the global culture has changing and increasing the access to information. Relations between people have changed, requiring adaptation from organizations to this new context and to this new profile of consumers, more demanding and aware of the impact of corporate actions on the environment.
Thus, concepts such as Sustainability and Corporate Social Responsibility gained strength, requiring their understanding as a strategic asset of the organizations. This understanding involves the integration of social responsibility in the organizational culture and identity and, consequently, the externalization of that culture to external audiences, adding value to the brand and helping to build long-lasting and stable relationships, which gives space to
the actions of public relations professionals.
With the main objective to verify how the socially responsible identity of Delta Cafés is externalized in digital media, through the communication issues, this dissertation is structured as a qualitative exploratory study, based on document and literature analysis; and case study. The empirical study is conducted from the Kapferer (1991) Brand Identity Prism, used to analyze the social media of the study subject company, including Instagram, Facebook and LinkedIn.
Through this methodology and based on the new context of digital communication, this research try to answer if the externalization of communication issues by the public relations of Delta Cafés, in social media, identified the company as socially responsible.

Date of Award	16 Mar 2017
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)