As mídias sociais digitais como ferramenta de captação de alunos para cursos de day trade : uma análise do uso dessa ferramenta por traders profissionais que atuam em Sergipe

• Autor(a) principal: Santos, Monalisa Ramos dos
• Data de Publicação: 2021
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFS
• Texto Completo: https://ri.ufs.br/jspui/handle/riufs/15647
• topic: Administração; Ensino de administração; Day trade; Infoprodutos; Mercado financeiro; Mídias sociais digitais; Traders; Day Trade; Information products; Financial market; Social media; Traders; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE SETORES ESPECIFICOS

Due to the evolution of the communication media, defined by the use of the internet and, specifically, the use of digital media, people were able to instantly exchange information anywhere in the world, including information on the financial market. Facing it, the info products’ market emerged willing to transform one’s knowledge into tangible products (such as courses, videos, books, etc) that can be freely sold on the internet. In this setting, some traders use this method to sell their knowledge around day trade in the format of digital courses, which are marketed and/or disseminated throughout social media, being, in this way, reachable to anyone with an electronic device with internet access. However, for those who consume any content that is acquired especially through traders that are not regulated by the Brazilian Securities and Exchange Commission (CVM), it can present risks in the form of high financial losses in day trade operations. Therefore, this study sought to understand how digital social media are used as a tool to attract students to day trade courses offered by professional traders who operate in Sergipe - Brazil. Through interviews, a qualitative and exploratory case study has been developed. The survey analysis revealed that the traders who were studied currently do not use the strategic tools available in social media to better manage their content published in these media in order to reach and attract more students. On the other hand, these traders’ images are not negatively affected when exposing their personal and professional life in the virtual environment and, as a result, there are few cases of complaints and refunds. Regarding the students, they show themselves aware of the risks in buying day trade courses through social media and they look for reliable professionals through third-party referrals. Based on this, the decision-making process to make a safe purchase is based on their own criteria and are also influenced by their positive and negative past experiences.