Marketing de relacionamento em bibliotecas: uma ferramenta de comunicação em ambiente web para socialização da informação

• Ano de defesa: 2015
• Autor(a) principal: Araújo, Walqueline da Silva
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal da Paraíba; Brasil; Ciência da Informação; Programa de Pós-Graduação em Ciência da Informação; UFPB
• Palavras-chave em Português: Tecnologia Digital de Informação e Comunicação; Digital Information and Communication Technology; Biblioteca; Marketing de Relacionamento; Socialização da Informação; Library; Relationship Marketing; Information Sharing; CIENCIAS SOCIAIS APLICADAS::CIENCIA DA INFORMACAO
• Link de acesso: https://repositorio.ufpb.br/jspui/handle/tede/7838

A library is a type of information unit and, as such, it is influenced by market, globalization and technologies as well. Thus, it can make use of technological influence in order to guarantee quality as to the offered services. Nowadays, several virtual resources can be used by libraries. Digital Information and Communication Technologies (TDIC’s) can serve as a strategic alternative towards an effective and personalized communication between the library and its users, and simultaneously, relationship marketing by means of such tools. The main purpose of this study is to create – in a collective action with librarians who work at library groups that give support to the health area at UFPB – a digital tool which enables optimization in the information sharing of the mentioned number of libraries with its users. To achieve such a goal, the research is taken as research-action. Therefore, it is focused on a collaborative action between the researcher-author and the participant researchers. The research field was represented by four libraries which are part of the UFPB’s Library System (SISTEMOTECA): the Specialized Library of the Medical Science Center (CCM), the Specialized Library of the Health Science Center (CCS), the Specialized Library of Lauro Wanderley University Hospital (HULW) and the Specialized Library of the Nursery Technical School (ETE). The research’s participants were formed by 06 (six) managers of the cited libraries. To sum up, with the outcome, it was possible to perceive that among the four information units, three of them did not have any online communication tool. For this reason, in a collaborative action, the chosen social media to be applied and to improve the present context – among so many tool varieties – was the Fan Page, due to the fact that a great deal of users, within the library group, is connected to this communication channel. Besides that, guidelines were designed to direct a collective action among the studied libraries. Through all readings carried out to develop this study, it was possible to realize that a good communication, in present times, ought to be redesigned with the adding of the TDCIs. Moreover, not only is this an operational process, but it is also a management strategy which can guarantee the effectiveness of information dissemination, since that it sets an innovative way of communication. To conclude, libraries need to be continuously adapted to the described modern communication arenas, thus, updating their communicative practices.