Banca de DEFESA: MARIANA COSTA TORRES GALVAO

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : MARIANA COSTA TORRES GALVAO
DATE: 20/12/2023
TIME: 08:30
LOCAL: Google Meet < https://meet.google.com/dyy-hpiv-oti >
TITLE:

THE USE OF INSTANT COMMUNICATION TOOLS FOR INTERNAL COMMUNICATION PURPOSES IN AN INSTITUTION: A STUDY AT UFRN 

KEY WORDS:

Instant Communication Tools; Internal communication; Technology Acceptance; TAM 3

PAGES: 100
BIG AREA: Ciências Sociais Aplicadas
AREA: Ciência da Informação
SUMMARY:

The advancement of technologies in recent years has allowed society to change the way it relates and one of the areas affected has been communication. With the emergence of instant communication tools, it is possible to establish real-time communication and, a few years ago, this impact also affected individuals' work activities, since such tools were included in organizational routines. This study therefore aims to understand how the acceptance and use of instant communication tools occurs in the internal communication of an organization, based on the perception of administrative assistants at the Federal University of Rio Grande do Norte (UFRN). To achieve the objective, a quantitative research was carried out, using procedures such as bibliographical research and survey. To obtain data, a questionnaire was applied, based on the Technology Acceptance Model (TAM 3) by Venkatesh and Bala (2008), with UFRN Administration Assistants. Data analysis was performed using descriptive statistics and a seven- point Likert scale to evaluate the TAM3 constructs. As a result, it was obtained that there is a great use of the WhatsApp tool in the daily work of the research sample, and according to the analysis, this tool is well accepted among these employees, for the development of their work activities. However, it is also worth highlighting that there were some weaknesses diagnosed through the research, such as the lack of guidance on this use for work purposes by the institution, unsatisfactory service through the tools and lack of recognition of this usefulness by the institution. , to mitigate some weaknesses reported in this use, a Situational Strategic Planning (PES) was prepared, based on the Carlos Matus model, containing some actions that can be beneficial, such as the institutionalization of a tool, preparation of a tool use manual with the work purpose and offering a mini-course on customer service in digital media. This research brings academic strengthening on the topic, as well as contributions to the promotion and institutionalization of tools at UFRN, helping to strengthen its image by promoting improvements in its internal communication.

COMMITTEE MEMBERS:
Interna - 1323825 - ANDREA VASCONCELOS CARVALHO
Presidente - 3636721 - DANIEL DE ARAUJO MARTINS
Externo à Instituição - ROOSEVELT BEZERRA DA SILVA FILHO