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The benefit of social media: Bulletin board focus groups as a tool for co-creation

Author

Listed:
  • Sylvie Rolland

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Guy Parmentier

Abstract

Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.

Suggested Citation

  • Sylvie Rolland & Guy Parmentier, 2013. "The benefit of social media: Bulletin board focus groups as a tool for co-creation," Post-Print hal-01637855, HAL.
    • Handle: RePEc:hal:journl:hal-01637855
    DOI: 10.2501/IJMR-2013-068
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    Cited by:

    1. Jin Zhang & Shanshan Zhai & Hongxia Liu & Jennifer Ann Stevenson, 2016. "Social network analysis on a topic‐based navigation guidance system in a public health portal," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 67(5), pages 1068-1088, May.
    2. Dawei Liu & Xiaohong Guo, 2017. "Exploring gender differences in acceptance of mobile computing devices among college students," Information Systems and e-Business Management, Springer, vol. 15(1), pages 197-223, February.

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