From the suggestion box to digital media: communication strategies for the Boticário

Authors

  • Patrícia M. Pérsigo Federal University of Santa Maria (UFSM), Brazil.
  • Maria Ivete Trevisan Fossá Federal University of Santa Maria (UFSM), Brazil.

DOI:

https://doi.org/10.11606/issn.1982-677X.rum.2010.51193

Keywords:

Organizational communication, digital media, communication management.

Abstract

This article discusses the changes inflicted by communication and information technology on the context of corporations. Modern organizations have been using a large number of digital tools, therefore communication management needs to develop strategies to promote the openning of organizational relationship channels also in cyberspace. Through literature research and studying the uses of digital media by O Boticário, we investigate such organizational reality in the context of the mentioned transformations. From this point of view, we propose a reflection on the use of digital media taking into account the characteristics of organizational culture and the audience involved as well.

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Author Biographies

  • Patrícia M. Pérsigo, Federal University of Santa Maria (UFSM), Brazil.

    Master candidate in Media Communication at the Federal University of Santa Maria (UFSM), Brazil. patriciapersigo@gmail.com.

     

  • Maria Ivete Trevisan Fossá, Federal University of Santa Maria (UFSM), Brazil.
    Professor at the PostGraduate Communication of the Federal University of Santa Maria (UFSM), Brazil. fossa@terra.com.br.

Published

2010-06-07

Issue

Section

Articles

How to Cite

From the suggestion box to digital media: communication strategies for the Boticário. RuMoRes, [S. l.], v. 4, n. 7, 2010. DOI: 10.11606/issn.1982-677X.rum.2010.51193. Disponível em: https://revistas.usp.br/Rumores/article/view/51193.. Acesso em: 28 jun. 2024.