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A comunicação digital na atração de investimento direto estrangeiro: um estudo aos websites oficiais de atração de IDE dos países da UE
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Orientador(es)
Resumo(s)
A atração de investimento direto estrangeiro, tem vindo a tornar-se cada vez mais uma prioridade estratégica para o desenvolvimento e competitividade entre países. O facto de estes competirem entre si para conseguirem atrair as melhores empresas e bons investimentos, torna os meios digitais e as plataformas de marketing essenciais nesta corrida, pois facilitam a divulgação das oportunidades e a promoção das vantagens que se pretendem disponibilizar para atração de investimento.
A literatura destaca a crescente importância das informações transmitidas através de meios digitais para colocar e afirmar a marca, apoiando a tomada de decisão. Portanto, é importante compreender como é que os países estão a utilizar as plataformas digitais, neste caso os sites, para apresentar as suas atividades de investimento direto estrangeiro.
A literatura também identifica os factores que são considerados relevantes num processo de tomada de decisão pelo investidor. Nesse sentido, é importante entender a relação existente, ou inexistente, entre os tipos de informação que a literatura considera relevantes para atrair IDE e a sua utilização efetiva nos sites dos países.
Assim, a presente pesquisa tem como objetivo demonstrar não só a importância deste tipo de investimento mas também, principalmente, de que forma é que os países da UE estão a comunicar os seus atributos competitivos para atrair IDE, através das plataformas digitais, mais especificamente através de websites nacionais oficiais, com essa finalidade.
Esta pesquisa fornecerá uma orientação da presença digital para atrair IDE dos países da UE, por meio de sites, bem como uma análise descritiva e comparativa de quais são os tipos de argumentos competitivos que estão a ser usados para promover os países da EU e como esses mesmos atributos são comunicados.
The attraction of foreign direct investment has increasingly become a strategic priority for development and competitiveness between countries. The fact that they compete with each other in order to attract the best companies and good investments, makes digital media and marketing platforms essential in this race, as they facilitate the dissemination of opportunities and the promotion of the advantages that are intended to be made available to attract investment. The literature highlights the growing importance of information transmitted through digital means to place and affirm the brand, supporting decision making. Therefore, it is important to understand how countries are using digital platforms, in this case websites, to present their foreign direct investment activities. The literature also identifies the factors that are considered relevant in an investor's decision-making process. In this sense, it is important to understand the existing or non-existent relationship between the types of information that the literature considers relevant to attract FDI and their effective use on countries' websites. Thus, this research aims to demonstrate not only the importance of this type of investment but also, mainly, how the EU countries are communicating their competitive attributes to attract FDI, through digital platforms, more specifically through official national websites for that purpose. The present research will provide an orientation of the digital presence to attract FDI from EU countries, through websites, as well as a descriptive and comparative analysis of what types of competitive arguments are being used to promote EU countries and how these same attributes are communicated.
The attraction of foreign direct investment has increasingly become a strategic priority for development and competitiveness between countries. The fact that they compete with each other in order to attract the best companies and good investments, makes digital media and marketing platforms essential in this race, as they facilitate the dissemination of opportunities and the promotion of the advantages that are intended to be made available to attract investment. The literature highlights the growing importance of information transmitted through digital means to place and affirm the brand, supporting decision making. Therefore, it is important to understand how countries are using digital platforms, in this case websites, to present their foreign direct investment activities. The literature also identifies the factors that are considered relevant in an investor's decision-making process. In this sense, it is important to understand the existing or non-existent relationship between the types of information that the literature considers relevant to attract FDI and their effective use on countries' websites. Thus, this research aims to demonstrate not only the importance of this type of investment but also, mainly, how the EU countries are communicating their competitive attributes to attract FDI, through digital platforms, more specifically through official national websites for that purpose. The present research will provide an orientation of the digital presence to attract FDI from EU countries, through websites, as well as a descriptive and comparative analysis of what types of competitive arguments are being used to promote EU countries and how these same attributes are communicated.
Descrição
Palavras-chave
Investimento direto estrangeiro Países da União Europeia Comunicação Competitividade Websites FDI EU countries Communication Competitiveness Websites