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Compréhension du comportement de suivi multiplateforme des followers : Une étude quantitative exploratoire

Author

Listed:
  • Dimitri Laroutis

    (ESC Amiens, CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Philippe Boistel

    (ESC Amiens, CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

  • Arnaud Delannoy

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

Few studies are interested in the behavior of subscribers in terms of multiplatform following of influencers. Understanding this type of behavior would allow companies to answer, in part, their problem of relevance of the digital strategy. Our research aims to answer this question: What are the factors explaining the mono or multiplatform following behavior of a follower? This question is not insignificant because of its impact on the digital visibility strategy of a company. Our results highlight the significant impact of the quality of the influencer's content, the response to the followers' needs and their curiosity.

Suggested Citation

  • Dimitri Laroutis & Philippe Boistel & Arnaud Delannoy, 2024. "Compréhension du comportement de suivi multiplateforme des followers : Une étude quantitative exploratoire," Post-Print hal-04918896, HAL.
    • Handle: RePEc:hal:journl:hal-04918896
    DOI: 10.3917/resg.162.0033
    as

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