Mídias sociais corporativas: um estudo a partir da perspectiva dos nativos digitais
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Este estudo tem como objetivo abordar as percepções dos nativos digitais em relação ao uso de mídia social interna (ISM) em contextos corporativos. Pesquisas de empresas de consultoria, embora limitadas como evidência científica, revelaram que os nativos digitais, se tivessem escolha, deixariam seus empregos nos próximos dois anos, mostrando que engajá-los já é um desafio. No entanto, há uma lacuna na literatura, destacando este estudo como uma avaliação singular dos nativos digitais com exposição ao local de trabalho e suas práticas. Foi realizado um estudo exploratório por meio da aplicação de análise de conteúdo em entrevistas semiestruturadas com nativos digitais recém-empregados. Os resultados sugerem que o aspecto geracional pode impactar a forma como as tecnologias sociais são utilizadas para comunicação em contextos organizacionais; e que os nativos digitais acreditam em uma cultura participativa criada em sistemas sociais que impõem alto nível de contribuição dentro da empresa. Eles reconhecem os efeitos adversos da ISM, mas consideram que suas vantagens são predominantes, indicando uma visão otimista. Ainda que a comunicação interna (IC) tenha sido explorada em múltiplos contextos, poucos estudos abordam a influência da ISM nas organizações. Este estudo contribui para a literatura de IC com uma compreensão mais granular do papel das mídias sociais corporativas, a partir da perspectiva da força de trabalho mais recente. Também contribui para o campo pragmático, ao propor que as organizações podem tirar proveito da ambiguidade, porém que tenda a uma percepção positiva das ISM, e alavancar seu uso pelos nativos digitais.
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