Um estudo exploratório para analisar o impacto da utilização do framework P-EPV em um ambiente de participação eletrônica

Abstract

The dissemination of Information and Communication Technologies (ICTs) provided the development of initiatives related to social and political activities, including electronic participation. These initiatives help to solve society’s daily problems, but there is still a very relevant challenge in relation to the engagement of citizens in these projects. In this study, an electronic participation social network called SoPa (Participatory Society) was investigated in the context of its use as an instrument of electronic participation in the construction of sector and directors plans in some cities in the south of Minas Gerais. In this context, the objective of this study was to formulate and validate hypotheses for improvements that would impact to increase engagement of users in this social network. For this, digital marketing and growth hacking strategies were used, with the aid of a framework called P-EPV, which defines steps to be performed in order to organize the development and the validation of these hypotheses. Based on the collected data, it was found that some of these digital marketing strategies, together with the application of this framework, could be useful in solving the challenges associated with engagement in this type of initiative. In addition to the validation of the P-EPV framework, the main contributions of this study are the analysis of the digital marketing strategies used and their results in this real context of electronic participation. These strategies have proven to be effective in terms of increasing engagement and can serve as a basis for other initiatives that face the same difficulties.