Estratégias de comunicação digital dos TUB e o seu cumprimento na missão de sustentabilidade

: um estudo de caso

Abstract

The fundamental function of Braga Urban Transport (TUB) is to promote sustainable mobility in the municipality of Braga, since its mission is inclusive sustainable mobility and the safeguarding of biodiversity. They therefore aim to reduce the carbon footprint and increase the population's quality of life. TUB seeks to achieve passenger empathy and promote more sustainable behavior. In this context, social networks have been used to promote the company's communication strategies, mainly to raise public awareness of the importance of using public transport, particularly to protect the environment. Following a four-month internship at TUB's Marketing and Communications Office, this report aims to analyze TUB's digital communication strategies and their impact on the company's sustainability mission. Thus, through a qualitative methodology that included semi-structured interviews and content analysis of the Facebook social network, we sought to answer the starting question of the study, namely: in what way do TUB's Digital Communication Strategies contribute to the fulfillment of the Sustainability Mission?”. The results of this study show that TUB has focused on creating and disseminating publications in all dimensions of sustainability, namely environmental, social and governance in image and video formats, accompanied by text. However, they have difficulties in the public procurement of sustainable companies and with the public, which has an inflexible mentality. In this way, they seek to convey an image of transparency about the various areas and departments and to involve the public to encourage change.

Date of Award	24 Jan 2025
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sónia Silva (Supervisor)