In a social context where interpersonal trust represents a scarce resource, the contribution reflects the usefulness and effectiveness of a digital application aimed at its promotion. Based on the initial usage experience of the beHippo App in the business context of a renowned multinational food company, the adoption of the application has been analysed in terms of process and outcome. The action research provided for participation in the team that carried out the project, combining quantitative data – related to the App usage and interactions recorded within it – with qualitative data, pertaining to the narrative reports periodically exchanged between the company’s spokespeople (those who had the role of Ambassador and Buddy) and the beHippo staff. Additionally, researchers both co-designed some of the detection tools used to monitor the platform and provided guidance on the prototyping process. Through the analysis of the case study data, this contribution offers an overview of the primary advantages and limitations associated with the adoption of digital tools to enhance trust and improve the quality of relationships in organizational settings.
Ri-umanizzare le relazioni attraverso il digitale. Un’app che misura e accresce la fiducia: la ricerca-azione beHippo
Bertani Michele;
2025-01-01
Abstract
In a social context where interpersonal trust represents a scarce resource, the contribution reflects the usefulness and effectiveness of a digital application aimed at its promotion. Based on the initial usage experience of the beHippo App in the business context of a renowned multinational food company, the adoption of the application has been analysed in terms of process and outcome. The action research provided for participation in the team that carried out the project, combining quantitative data – related to the App usage and interactions recorded within it – with qualitative data, pertaining to the narrative reports periodically exchanged between the company’s spokespeople (those who had the role of Ambassador and Buddy) and the beHippo staff. Additionally, researchers both co-designed some of the detection tools used to monitor the platform and provided guidance on the prototyping process. Through the analysis of the case study data, this contribution offers an overview of the primary advantages and limitations associated with the adoption of digital tools to enhance trust and improve the quality of relationships in organizational settings.
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