Digital Communication and a Concern with the Community: A Case Study in a Cooperative Credit Araguaina, Brazil

Abstract

This article seeks to address the attributes of Digital Communication used by a cooperative of Credit to meet the seventh cooperative principle of Concern for Community. The same occurred in a credit union in the city of Araguaina Tocantins, with the aim of identifying the digital communication developed by the cooperative. The article begins with a literature review on the emergence of cooperative, then the conceptualization of the credit union and its history in Brazil, then the cooperative principles and their evolution, conceptualizations of concern for the community, digital communication, social marketing and the presentation and analysis of results. The methodology was based on the case study, which according to Yin (2001) it is important because it is the reality studied. The research showed that the performance of the cooperative is geared entirely to their members and do not have a lot of focus related to social actions, but it promotes actions to attract members and to promote community development through digital media. Another important result of the research was that the principle addressed is one of the goals of the cooperative that aims to meet the interests, promote the welfare of members and the entire community where the cooperative operates.