MIDIAS SOCIAIS: UM INSTRUMENTO DE MARKETING PARA A SELEÇÃO E ESCOLHA DE INSTITUIÇÕES DE ENSINO SUPERIOR PRIVADAS

Abstract

Social media has revolutionized the way people communicate and interact, making easier and more fast the communication, getting voice to the collective, and getting power to the personal standards. At the same time this phenomenon has reached the organizations promoting a new challenge to managers and raising social media to be a fundamental part of the strategic planning of all communication and marketing. Based on recent research, this paper proposes the replication of a Dutch study of the influence of social media in choosing an HEI. In its theoretical survey are presented concepts of marketing, social media and consumer behavior. In order to carry out the research, 594 questionnaires were applied in 11 high schools of the public network of the city of Anápolis - Goiás. The results point to a great adherence of this public to the daily use of social media for up to 12 hours. In addition, they allowed the grouping of individuals into three clusters, from their habits in social media. Subsequently each of the clusters found was studied to identify the main characteristics, thus suggesting the possibility of a more objective and effective communication.