Estratégias de marketing digital em instituições particulares de solidariedade social portuguesas

Abstract

The advent of the digital era has enabled many companies and organizations to expand their reach, communicate more effectively with their audience, and stand out in a competitive context. In recent years, we have witnessed the social sector facing a competitive market, marked by the rise of nonprofit organizations and the emergence of social enterprises. This is the context of Private Institutions of Social Solidarity (IPSS) in Portugal. The present dissertation aims to assess the development and implementation of digital marketing strategies by IPSS in Portugal, to excel in a competitive sector characterized by resource scarcity.
To achieve this, a qualitative methodological approach was adopted, focusing on multiple case studies of 7 Portuguese IPSS. Data was collected through semi-structured interviews with marketing and communication managers, data from social media platforms like Instagram and Facebook, and information from the organizations' websites. Subsequently, content analysis was conducted on the collected data based on models developed by Miller (2010), Coutinho (2014),
Marques (2016), Chaffey & Ellis-Chadwick (2016), and Kotler et al. (2017).
The main findings reveal that digital marketing plays a significant role in the communication strategies of IPSS, with these organizations being present on digital platforms and undertaking various actions in that context during the analyzed period. It was also observed that in recent years, IPSS has invested more in digital marketing. On the other hand, it was noted that the digital actions implemented by IPSS lack a strategic approach, as they lack specific objectives and frequent evaluations of action results. The research further revealed that some challenges in managing the digital marketing strategy of
IPSS in Portugal stem from unclear responsibilities and a wide range of activities to manage, a lack of specific objectives in their strategy, insufficient budget allocation for digital marketing and communication, and a lack of monitoring and results analysis.

Date of Award	19 Jan 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa Oliveira (Supervisor)