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Influenceurs digitaux

Influenceurs digitaux

Fatima Ezzahra Khouiammi

122,94 €
IVA incluido
Disponible
Editorial:
KS OmniScriptum Publishing
Año de edición:
2024
Materia
Ventas y marketing
ISBN:
9786202537650
122,94 €
IVA incluido
Disponible

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Sobre IBD

L’émergence d’Internet a donné naissance aux e-leaders d’opinion, des individus influents sur les réseaux sociaux, dont la sphère d’influence s’étend grâce à leur présence en ligne. Les entreprises, conscientes de leur pouvoir, les intègrent dans leurs stratégies marketing pour stimuler l’engagement des consommateurs envers les marques. Cependant, la littérature académique reste divisée sur les caractéristiques spécifiques des e-leaders d’opinion. Cet ouvrage a pour objectif de définir leur profil et de modéliser leur impact sur l’engagement du consommateur. La méthodologie adoptée débute par une étude netnographique exploratoire sur Facebook, menée sur la page d’un e-leader d’opinion, complétée par des entretiens qualitatifs avec les abonnés de la page. Ensuite, une phase confirmatoire repose sur une étude quantitative réalisée auprès de 318 internautes. Le modèle proposé vise à mieux comprendre l’influence de ces leaders sur les comportements des consommateurs en ligne.

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