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L'utilisation des réseaux sociaux dans le marketing des PME : entre risque et opportunité ?

Author

Listed:
  • Walid A Nakara

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, Montpellier Business School)

  • Fatim-Zohra Benmoussa

    (ISCAE - Institut Supérieur de Comptabilité et d'Administration des Entreprises - UMA - Université de la Manouba [Tunisie])

  • Annabelle Jaouen

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, Montpellier Business School)

Abstract

Le développement fulgurant du web et l'avènement des réseaux sociaux ont profondément transformé les pratiques des consommateurs. Ces changements rapides ont poussé les entreprises à réagir et adapter leur stratégie marketing. L'objectif de cette recherche et d'explorer l'utilisation des réseaux sociaux dans la stratégie marketing des PME afin de déterminer l'opportunité et/ou les risques qu'elle présente. Pour répondre à cette question de recherche, nous avons déployé une méthodologie en trois étapes. Premièrement, sept entretiens semi-directifs avec des consultants en communication et en web marketing ont été réalisés comme première étape exploratoire. Puis une enquête en ligne a été effectuée auprès de 104 dirigeants de PME. Enfin, pour exploiter les données secondaires, nous avons réalisé une étude netnographique visant à analyser les pratiques des 104 PME concernées sur les médias sociaux. Les résultats montrent que face au manque structurel de moyens des PME, l'utilisation des réseaux sociaux offre un grand nombre d'opportunités en permettant une optimisation de ressources limitées. Toutefois, ceux-ci engendrent également des risques que les dirigeants doivent appréhender. Le risque de l'e-réputation est particulièrement analysé. Les résultats soulignent également la sous-utilisation des réseaux sociaux dans les PME malgré le potentiel de ces outils.

Suggested Citation

  • Walid A Nakara & Fatim-Zohra Benmoussa & Annabelle Jaouen, 2014. "L'utilisation des réseaux sociaux dans le marketing des PME : entre risque et opportunité ?," Post-Print hal-02554525, HAL.
    • Handle: RePEc:hal:journl:hal-02554525
    Note: View the original document on HAL open archive server: https://hal.science/hal-02554525
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    References listed on IDEAS

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