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Les modes conversationnels des marques à l’ère du digital et de l’éphémère

Author

Listed:
  • Agnès PECOLO

    (Université Bordeaux Montaigne)

  • Myriam BAHUAUD

    (Université Bordeaux Montaigne)

Abstract

L’évolution concomitante du marketing et des médias a favorisé les modalités contributives. Les marques trouvent alors de nouveaux espaces d’expression sur les réseaux sociaux. Elles y développent tout un dispositif communicationnel participatif qui leur permet d’engager la conversation avec des cibles devenues actrices de la constitution d’une culture de marque. Nous avons centré notre étude sur un corpus de 20 marques alimentaires dont nous avons analysé les dispositifs digitaux visant la sollicitation d’un consommateur coopératif. Une première partie explicitera les mécanismes à l’oeuvre pour rendre l’internaute créateur, partenaire et même juge. La deuxième partie s’attachera à dévoiler la nature de l’échange engagé, un échange ludique et communautaire autant que réactif et éphémère. Ainsi explorons-nous ici la « vitrine » participative des marques.

Suggested Citation

  • Agnès PECOLO & Myriam BAHUAUD, 2017. "Les modes conversationnels des marques à l’ère du digital et de l’éphémère," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 1, pages 13-24.
    • Handle: RePEc:foj:journl:y:2017:i:1:p:13-24
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    More about this item

    Keywords

    Communautés de marque; Communication participative; Dispositifs digitaux;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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