Resumen

SIMOES, Dora  y  FILIPE, Sandra. Social media marketing from the perspective of pre-adult consumers. Rev. Portuguesa e Brasileira de Gestão [online]. 2014, vol.13, n.2, pp.02-15. ISSN 1645-4464.

The aim of this study is to assess the use and receptivity of social media marketing by pre-adults, setting off from a case study of students of different courses at one Portuguese higher education institution. Data were collected through a questionnaire available online and analysed with descriptive statistical techniques. The main results show that the pre-adults are fans of several brands, although they do not follow them continuously, or follow only a few of those in which they are more interested; also show that they consider the use of social media for dissemination and promotion of brands and products useful, however some have indicated that sometimes they feel that their privacy is invaded.

Palabras clave : Relationship Marketing; Customer Relationship Management; Social Media.

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