Resumo:
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.
