USO DO INSTAGRAM PELO PROJETO  DE EXTENSÃO UNIVERSIDADE DA  CRIATIVA IDADE

Ana Paula Lisboa Sohn; Carlos Marcelo Ardigo; Thaynara Soares Peixe

doi:10.5212/Rev.Conexao.v.18.20307.008

USO DO INSTAGRAM PELO PROJETO DE EXTENSÃO UNIVERSIDADE DA CRIATIVA IDADE

Authors

Ana Paula Lisboa Sohn Universidade do Vale do Itajaí https://orcid.org/0000-0002-7319-8869
Carlos Marcelo Ardigo Universidade do Vale do Itajaí https://orcid.org/0000-0002-3374-2401
Thaynara Soares Peixe Universidade do Vale do Itajaí

DOI:

https://doi.org/10.5212/Rev.Conexao.v.18.20307.008

Abstract

During the COVID-19 pandemic, the use of the Internet grows. In this context, the University of Creative Age, an extension project aimed at the elderly, migrated its activities to the digital world, intensifying the use of its page on the social network Instagram. This article aimed to analyze the engagement of the Instagram page of the University of Creative Age. For that, the metrics of the Insights tool were described and analyzed. The results revealed a growth in engagement and that feed posts were the ones that had the most reach. The posts in stories were the ones with the lowest performance and engagement. It was noted that the elderly audience is not the one who most interacts with the page. It is considered that the planning of actions on Creative Age's Instagram promote stimuli for the engagement of the elderly public. It is concluded that Instagram is a platform that contributes positively to the dissemination of the activities of the University of Creative Age.

Author Biographies

Ana Paula Lisboa Sohn, Universidade do Vale do Itajaí

Doutora em Engenharia de Produção pela Universidade Federal de Santa Catarina. Professora do Programa de Pós-Graduação em Turismo e Hotelaria da Universidade do Vale do Itajaí

Carlos Marcelo Ardigo, Universidade do Vale do Itajaí

Doutor em Engenharia de Produção pela Universidade Federal de Santa Catarina (UFSC). Professor do Programa de Pós-Graduação em Turismo e Hotelaria da Universidade do Vale do Itajaí.

Thaynara Soares Peixe, Universidade do Vale do Itajaí

Bacharel em Administração pela Universidade do Vale do Itajaí

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Published

2022-11-25

Issue

Vol. 18 No. 1 (2022): Publicação Contínua

Section

ARTIGOS

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