Adoção de mídias sociais por empresas da área da saúde: um panorama de Santana do Livramento

Abstract

Social media are important tools of digital marketing, and every day, companies adopt this innovation in their business routines as a low-cost investment and good acceptance by their stakeholders. In this context, the study aims to characterize the panorama of adoption of digital media by companies in the health sector in the city of Santana do Livramento. For this, a structured questionnaire adapted by the authors was applied, based on authors Araújo and Zilber (2016), in a research with a quantitative approach. A survey was conducted based on the survey method with 91 health service companies in Santana do Livramento, after collection, the data were tabulated in Excel software and run in SPSS software version 20.0. The technique used for data analysis was through descriptive statistics from the analysis of means, median and standard deviation. The results showed an underutilization of digital media by companies, demonstrating an investment opportunity in these digital marketing tools, in the commodification of health and content production on the internet.