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Communiquer avec les leaders d’opinion en marketing : Comment et dans quels médias ?

Author

Listed:
  • Eric Vernette

    (IAE - Institut d'Administration des Entreprises - Toulouse)

  • Laurent Flores

    (CRM Metrix (CRM Metrix))

Abstract

Communiquer avec un leader d'opinion nécessite la construction d'un plan média spécifique en fonction des habitudes d'exposition de cette population. Pour les étudier, on a identifié les leaders d'opinion dans 27 catégories de produis et de services à partir d'un échantillon de 10 000 consommateurs représentatifs de la population française. La presse magazine est le média privilégié par les leaders ; plus le nombre de catégories de produits dans lequel on est leader s'accroît, plus on consomme de médias ; l'Internet n'est pas un média systématiquement privilégié par les leaders, tout dépend de la catégorie de produit. En revanche, une seconde étude réalisée auprès de plus de 600 internautes visiteurs de sites de marques montre que les sites de marques constituent une source d'information très recherchée par les leaders.

Suggested Citation

  • Eric Vernette & Laurent Flores, 2004. "Communiquer avec les leaders d’opinion en marketing : Comment et dans quels médias ?," Post-Print halshs-02915898, HAL.
    • Handle: RePEc:hal:journl:halshs-02915898
    DOI: 10.7193/DM.035.23.37
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    Cited by:

    1. Maria Mercanti-Guérin, 2014. "Recommender Systems and Social Networks: What Are the Implications for Digital Marketing?," Post-Print hal-03124513, HAL.

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