Mapeamento de stakeholders e valores de uma rede social anti-tabagista

Abstract

E-health uses technology information and communication to promote improved access to health on a global level. Diverse stakeholders, that is, groups and individuals impacted by e-health projects, must be considered for initiatives of this nature to have positive results. An e-health initiative that has added value to patients and other stakeholders is social media, especially anti-smoking. The negative impact of smoking is perceived at the individual level but also at the group level, with social, financial and public health effects. In the context of an anti-smoking social network, it is important to know and contemplate the values of the stakeholders, as meeting the values of these groups or individuals is to achieve goals that really matter. Therefore, the objective of this research is to propose a framework that contemplates the stakeholders and their values, which must compose a social network with a focus on anti-smoking. To achieve this objective, a qualitative exploratory research was carried out, following the approach of Value Focused Thinking proposed by Keeny (1994). Twenty-five stakeholders were interviewed, divided into 5 distinct groups. The contribution of this work is a framework that contemplates 15 values of the 5 groups of stakeholders, being 9 intermediaries, 3 fundamental and 3 strategic for the use of anti-smoking social networks.