A utilização do facebook na promoção da marca na instituição de ensino superior: estudo de caso

• Autor(a) principal: Moraes, Kanan Martins de
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://tede2.pucsp.br/handle/handle/1121
• topic: Facebook; Promoção da marca; Instituições de ensino superior; Brand promotion; Institutions of higher learning; CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

The higher education area in Brazil it s unquestionably in the rising, where in just 12 years, from 2000 to 2012 the number of private institutions more than doubled going from 1.004 units to 2.100, resulting in the increase of the demand, number of available courses, number of needed teachers resulting in more intense competition. Just as there the increase for the demand of higher education institutions, there also a considerable growth in the use of digital social media tools being the Facebook the most popular in the country in number of users and access time. This study objective is to look in how a higher education institution uses this tool in help to promote brand, and how is the analysis of used strategies and performance indicators. The chosen method for the study was the case study, followed by a well-defined protocol where a depth interview was chosen for information obtaining subsidized for observation techniques and secondary data obtained with the Quintly tool. The obtained result shows numbers that indicate a satisfactory growth in the follower s number and increasing the brand exposition directly by shares and indirectly by likes and comments, result of the strategy of rigid content selection that draws attention and attracts all public, including students, ex-students and the general community. Was possible observe, so, that the tool is powerful as a tool that helps the brand promotion and allows even the analysis of the satisfaction of these followers because not only increases the brand exposition power, but also shows a pride level showing themselves and public commenting their opinion about the institution. Ultimately the growth and the increase of the exposition obtained by the research enterprise seems satisfactory showing difficulties that, if repaired, will results in a better exposition, especially if some essential aspects were fixed like the monitoring and a higher exposition at weekends