Mídias Sociais e Comunicação Dialógica no Twitter: O Caso Light
DOI:
https://doi.org/10.22478/ufpb.2318-1001.2024v12n2.68245Resumo
Objetivo: Analisar como uma empresa utiliza a interação virtual em mídias sociais para alcançar os stakeholders externos.
Fundamento: O envolvimento dialógico com stakeholders é reconhecido como um dos pilares para os mecanismos de governança, ética e responsabilidade socioambiental nos quais a contabilidade busca apoiar-se para gerar informações que atendam as diferentes demandas das partes interessadas internas e externas às atividades corporativas. Nesse sentido, o uso de mídias sociais pode ser visto como um facilitador do diálogo entre as empresas e os seus stakeholders.
Método: Para atingir o objetivo, foram realizadas três análises: discurso institucional, mídias sociais e entrevistas com colaboradores.
Resultados: apontam que o foco principal das mídias sociais é atender ao público de clientes e que a companhia faz uso estratégico do Twitter por meio da “comunicação potencializada pelas mídias sociais”. Além disso, percebeu-se que o Twitter da empresa se tornou um ambiente que incentiva o diálogo entre stakeholders.
Contribuições: Este estudo evidencia como a contabilidade deve ser tratada como um sistema amplo de comunicação, superando as condições de sistema puramente informacional e compreendendo que novas formas de comunicação transcendem o relato meramente econômico-financeiro.
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