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O papel da comunicação e da imagem corporativa na gestão de crises organizacionais: O caso do ciberataque à Vodafone em fevereiro de 2022
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A presente dissertação de mestrado visa compreender o contributo da comunicação e da imagem corporativa da Vodafone Portugal na resposta à crise desencadeada pelo ciberataque de 7 de fevereiro de 2022. Este incidente afetou gravemente o funcionamento da Vodafone Portugal, comprometendo os serviços prestados por esta operadora. A investigação recorreu a uma abordagem metodológica qualitativa, assente na utilização da técnica de entrevista estruturada, realizada à Manager de Comunicação Externa da Vodafone Portugal, e na realização de dois focus groups com clientes da Vodafone Portugal, o primeiro com clientes inseridos na faixa etária dos 18 aos 29 anos e o segundo com clientes na faixa etária dos 30 aos 59 anos. A separação etária da amostra teve como objetivo comparar o impacto da comunicação praticada pela Vodafone Portugal nestes dois grupos de clientes. Os dados obtidos no estudo sugerem que a Vodafone Portugal procurou comunicar com os seus clientes logo após a eclosão do ciberataque. A par da recuperação dos serviços afetados, nomeadamente dos serviços de dados móveis, chamadas, televisão e SMS, houve igualmente a preocupação de comunicar com todos os stakeholders da organização, por forma a garantir o controlo da situação. Os dados apontam para que a imagem corporativa da Vodafone em Portugal, formada ao longo de três décadas, assente na promoção de uma relação de proximidade com os clientes, tenha contribuído para que a organização mantivesse a confiança dos clientes durante o período de crise. Sugere-se, desta forma, que a comunicação e a imagem corporativa constituíram dois pilares na estratégia de resposta desta operadora. Sobre as reações dos clientes da Vodafone Portugal a respeito da comunicação estabelecida pela operadora no decorrer do ciberataque, os dados analisados sugerem a existência de diferenças de opinião entre as faixas etárias em estudo. Se, por um lado, os clientes mais jovens consideraram que houve rapidez e prontidão na comunicação, realçando as mensagens partilhadas pela Vodafone Portugal nas suas redes sociais, por sua vez, os clientes mais velhos não tiveram essa perceção, a sua expectativa seria receber uma comunicação personalizada após a eclosão do ciberataque. Os dados indicam que este último grupo de clientes não recorreu às redes sociais para se informar acerca da resposta da operadora ao ciberataque.
This master's dissertation aims to understand the contribution of Vodafone's communication and corporate image in the response to the crisis triggered by the cyberattack on February 7th, 2022. This incident severely affected the functioning of Vodafone Portugal, compromising the services provided by this operator. The research used a qualitative methodological approach, based on a structured interview with the External Communications Manager at Vodafone Portugal and on two focus groups with Vodafone Portugal customers, the first with customers between 18 and 29 years old and the second with customers between 30 and 59 years old. The age distribution of the groups was intended to compare the impact of the communication practiced by Vodafone Portugal on these two segments of customers. The data obtained in the study suggests that Vodafone Portugal has sought to communicate with its customers immediately after the outbreak of the cyberattack. Along with the recovery of the affected services, namely mobile data, calls, television and SMS, there was also the concern to communicate with all stakeholders of the organization, in order to ensure control of the situation. Data suggests that Vodafone's corporate image in Portugal, built over three decades and based on promoting a close relationship with customers, has ensured that the organization has kept the trust of its customers during the crisis period. This suggests that communication and corporate image were two pillars in the response strategy of this operator. Concerning the reactions of Vodafone Portugal's customers about the communication established by the operator during the cyberattack, the analyzed data suggests the existence of differences of opinion among the age groups under study. While the younger customers considered that there was quickness and promptness in communication, emphasizing the messages shared by Vodafone Portugal on its social networks, the older customers did not have this perception, their expectation was that they would receive personalized communication after the outbreak of the cyberattack. The data indicates that the latter group of customers did not use social networks to find out about the operator's response to the cyberattack.
This master's dissertation aims to understand the contribution of Vodafone's communication and corporate image in the response to the crisis triggered by the cyberattack on February 7th, 2022. This incident severely affected the functioning of Vodafone Portugal, compromising the services provided by this operator. The research used a qualitative methodological approach, based on a structured interview with the External Communications Manager at Vodafone Portugal and on two focus groups with Vodafone Portugal customers, the first with customers between 18 and 29 years old and the second with customers between 30 and 59 years old. The age distribution of the groups was intended to compare the impact of the communication practiced by Vodafone Portugal on these two segments of customers. The data obtained in the study suggests that Vodafone Portugal has sought to communicate with its customers immediately after the outbreak of the cyberattack. Along with the recovery of the affected services, namely mobile data, calls, television and SMS, there was also the concern to communicate with all stakeholders of the organization, in order to ensure control of the situation. Data suggests that Vodafone's corporate image in Portugal, built over three decades and based on promoting a close relationship with customers, has ensured that the organization has kept the trust of its customers during the crisis period. This suggests that communication and corporate image were two pillars in the response strategy of this operator. Concerning the reactions of Vodafone Portugal's customers about the communication established by the operator during the cyberattack, the analyzed data suggests the existence of differences of opinion among the age groups under study. While the younger customers considered that there was quickness and promptness in communication, emphasizing the messages shared by Vodafone Portugal on its social networks, the older customers did not have this perception, their expectation was that they would receive personalized communication after the outbreak of the cyberattack. The data indicates that the latter group of customers did not use social networks to find out about the operator's response to the cyberattack.
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Cibercrime Comunicação de crise Crise Gestão de crise Imagem corporativa Corporate image Crisis Crisis communication Crisis management Cybercrime