A influência das redes sociais digitais no processo de captação de alunos no ensino superior

• Ano de defesa: 2013
• Autor(a) principal: Pinheiro, Wesley Moreira
• Orientador(a): Las Casas, Alexandre Luzzi
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Marketing educacional; Boca a boca; Redes sociais na internet
• Palavras-chave em Inglês: Educational marketing; Buzz marketing; Social medias
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/1092

Higher education in Brazil has increased demand for places from the beginning of this century. In recent years competition has increased among higher education institutions, especially among private character . Education has a public good, to be treated also as an economic good. The insertion of marketing in educational institutions is notorious. And the strategies for attracting students have been heavily focused on the social networks on the internet , especially as a form of investment cheap and popular. The problem of this research is aimed to investigate the influence of online social networks in the process of student enrollment in higher education. Characterized as a case study, the research is framed as quantitative and qualitative. Discusses how students newly enrolled in journalism courses, Advertising and Publicity, Radio, TV and Video, and Public Relations FIAM - FAAM University Center, seek information, relate the networks and realize the influence of virtual networks in their choice by an institution or a college. The survey results show how it is possible to generate word of mouth through social networks on the internet and how buzz marketing assists the promotion process. Consequently, the data confirm the understanding as is the use of online social networks can impact the student's choice, influencing the process of uptake of higher education institutions in Brazil