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Les leaders d'opinion sur les réseaux socionumériques

Author

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  • Camille Alloing

    (CEREGE [Poitiers, La Rochelle] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Marie Haikel-Elsabeh

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

L'une des problématiques des entreprises investissant dans les campagnes marketing sur les réseaux sociaux numériques est de déterminer une population cible qui a une capacité de diffusion et de médiatisation identifiable. Le concept de leader d'opinion semble de prime abord répondre aux caractéristiques souhaitées par les entreprises pour des actions marketing sur Internet. Seulement, les leaders d'opinions sont-ils les seuls usagers d'Internet à pouvoir influer sur les cibles de l'entreprise ? Et comment les identifier et mesurer l'impact de leurs actions, en termes informationnels notamment, considérant que ces leaders sont un construit de l'entreprise à la recherche de leviers de diffusion ? L'objet de cette communication est de présenter l'évolution du concept de leader d'opinion à travers le prisme du web, et de proposer des indicateurs adaptés d'identification et de mesure des actions de ceux-ci en fonction des objectifs poursuivis par les entreprises.

Suggested Citation

  • Camille Alloing & Marie Haikel-Elsabeh, 2012. "Les leaders d'opinion sur les réseaux socionumériques," Post-Print hal-00958659, HAL.
    • Handle: RePEc:hal:journl:hal-00958659
    Note: View the original document on HAL open archive server: https://hal.science/hal-00958659
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    References listed on IDEAS

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