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Previous issue date: 2017-08-31 / This dissertation will address a recent communicational phenomenon in the history of this country: the explosion of Internet social networks, in particular, the application of these networks as tools for transmitting the entrepreneurial image of Brazilian banking institutions, such as initial support in propaganda and marketing to the beginning of a commercial relationship and also as a communication channel where customers may suggest, disseminate, complain, request information and relate directly to the bank, obtaining quick responses. The concepts regarding Internet technology will be explained and how it has been created in the last century, the advent of social networks with cheaper costs of telephony and equipment???s, a history of the world financial system demonstrating the origin and structuring of monetary and trade exchanges, suggestions on how the Brazilian banking network can take ownership of these new instruments, the communication theories in the "state of art" that can be applied to base the client-bank interaction, the best way to enter and communicate through these networks, a proposal for use of this study by the Banco do Brasil institution, and the proof that social networks can be used to negotiated transactions that meet the Contracting Parties (customer and supplier). / Esta disserta????o abordar?? um fen??meno comunicacional recente na hist??ria do pa??s: a explos??o das redes sociais de Internet, em especial, a aplica????o dessas redes como ferramentas de transmiss??o da imagem empresarial de institui????es banc??rias brasileiras, como apoio inicial em propaganda e marketing para o in??cio de uma rela????o comercial, e tamb??m como canal de comunica????o onde os clientes podem sugerir, divulgar, reclamar, solicitar informa????es e se relacionar diretamente com o banco, obtendo respostas r??pidas. Ser??o explicados os conceitos referentes ?? tecnologia da Internet e como se deu sua cria????o nos anos 50, o advento das redes sociais com o barateamento dos custos da telefonia e de equipamentos, um hist??rico do sistema financeiro mundial demonstrando a origem e estrutura????o das trocas monet??rias e do com??rcio, sugest??es sobre como a rede banc??ria brasileira pode se apropriar desses novos instrumentos, as teorias da comunica????o no ???estado da arte??? que podem ser aplicadas para embasar a intera????o cliente-banco, a melhor forma de se inserir e de se comunicar por essas redes, uma proposta de utiliza????o direta deste estudo pela institui????o Banco do Brasil, e a comprova????o de que as redes sociais podem ser utilizadas para realizar transa????es negociais que atendam ??s partes contratantes (cliente e fornecedor).
| Identifer | oai:union.ndltd.org:IBICT/oai:bdtd.ucb.br:tede/2359 |
| Date | 31 August 2017 |
| Creators | Menezes, Adriano Paulino |
| Contributors | Iasbeck, Luiz Carlos Assis |
| Publisher | Universidade Cat??lica de Bras??lia, Programa Strictu Sensu em Comunica????o, UCB, Brasil, Escola de Educa????o, Tecnologia e Comunica????o |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UCB, instname:Universidade Católica de Brasília, instacron:UCB |
| Rights | info:eu-repo/semantics/openAccess |
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