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As instituições de ensino superior portuguesas no Instagram
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A presente investigação de Mestrado tem o objetivo de avaliar de que forma as IES em Portugal utilizam o conteúdo visual para se comunicarem com o público no Instagram. Tivemos como ponto de partida a seguinte questão: “O conteúdo publicado pelas IES no Instagram vai de encontro às recomendações encontradas na literatura?”
O estudo tem o seu foco na presença das IES portuguesas na rede social Instagram, bem como as vantagens que esta rede social proporciona no mercado do ensino superior, cada vez mais competitivo. Este trabalho faz uma revisão bibliográfica aos conceitos de media social, marketing de conteúdo e marketing educacional, à luz do contexto da web 2.0. A investigação desenvolveu-se a partir de uma abordagem netnográfica, com o propósito de realizar uma pesquisa qualitativa através da observação das interações online entre as IES e os alunos. Assim, cumpriu-se o objetivo de avaliar as publicações das páginas de Instagram em estudo e, analisar as diferenças de comunicação entre as IES, verificando se estas seguem as recomendações presentes na Literatura para uma presença eficaz nesta rede social.
O estudo, permitiu uma visão sobre a utilização do Instagram pelas IES, revelando os aspetos positivos e negativos das suas práticas assim como as ameaças que as instituições devem enfrentar para otimizar e melhorar a sua comunicação nos media sociais.
The present master's investigation aims to evaluate the way Higher Education Institutions in Portugal use visual content to communicate with the public on Instagram. Our starting point was the following question: “Does the content posted by the Higher Education Institutions on Instagram meet the recommendations found in literature?” The study focuses on the presence of the Portuguese Higher Education Institutions on the social network Instagram, as well as the advantages that this social network provides the higher education market, which is increasingly competitive. The present work makes a bibliographic review of the concepts of social media, content marketing and educational marketing, considering the web 2.0 context. The investigation developed from a netnography approach, with the purpose of conducting a qualitative research through the observation of online interactions between the Higher Education Institutions and the students. Therefore, the objective of evaluating the Instagram page posts under study and analyzing the differences in communication between the Higher Education Institutions is fulfilled, by verifying if they follow the recommendations present in the literature for an effective presence on this social network. The study allowed a vision on the use of Instagram by the Higher Education Institutions, revealing the positive and negative aspects of their practices as well as the threats the Higher Education Institutions must face to optimize and improve their communication on social media.
The present master's investigation aims to evaluate the way Higher Education Institutions in Portugal use visual content to communicate with the public on Instagram. Our starting point was the following question: “Does the content posted by the Higher Education Institutions on Instagram meet the recommendations found in literature?” The study focuses on the presence of the Portuguese Higher Education Institutions on the social network Instagram, as well as the advantages that this social network provides the higher education market, which is increasingly competitive. The present work makes a bibliographic review of the concepts of social media, content marketing and educational marketing, considering the web 2.0 context. The investigation developed from a netnography approach, with the purpose of conducting a qualitative research through the observation of online interactions between the Higher Education Institutions and the students. Therefore, the objective of evaluating the Instagram page posts under study and analyzing the differences in communication between the Higher Education Institutions is fulfilled, by verifying if they follow the recommendations present in the literature for an effective presence on this social network. The study allowed a vision on the use of Instagram by the Higher Education Institutions, revealing the positive and negative aspects of their practices as well as the threats the Higher Education Institutions must face to optimize and improve their communication on social media.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Palavras-chave
Marketing de Conteúdo Marketing Educacional Web 2.0 Media Sociais Instagram IES Content Marketing Educational Marketing Social Media Higher Education Institutions