Engagement in a Social Media: An Analysis in Higher Education Institutions

Informações

Código: MKT77
Divisão: MKT - Marketing
Tema de Interesse: Tema 13 - Marketing Digital e Inovação

Autores

João Coelho soares (Prog de Pós-Grad em Admin – PPGA/UFSC - Universidade Federal de Santa Catarina) joaocsoares88@gmail.com
Aléssio Bessa Sarquis (Prog de Pós-Grad em Admin/Curso de Mestr em Admin – PPGA/CMA/UNISUL - Universidade do Sul de Santa Catarina) alessio.sarquis@gmail.com
Eric David Cohen (Prog de Mestr Prof em Governança Corporativa - MPGAC/FMU - Centro Universitário das Faculdades Metropolitanas Unidas e PPGA/FCA Unicamp) EricDCohen@gmail.com
RICARDO LIMONGI FRANÇA COELHO (Prog de Pós-Grad em Admin/Mestr Acad - PPGADM/UFG - Universidade Federal de Goiás) ricardolimongi@gmail.com

Resumo

Online social media are channels of communication and relationship with the market. This research aimed to evaluate the determinants of consumer engagement in brand messages published on Facebook in higher education institutions. Data were collected through direct, non-participant and structured observation of 1,981 Facebook publications of 16 higher education institutions. The results indicate that active postings have a positive influence on the amount of like, and negative on the number of comments and shares. On the other hand, that posts with remuneration content have a negative influence on like, and positive on comments; that posts with information content have a positive influence on comments and sharing and negative influence on like; while posts with entertainment content have a positive influence on comments and sharing. The study contributed to the proposition and test of a predictive model of consumer engagement on Facebook.

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