The benefit of social media: Bulletin board focus groups as a tool for co-creation
AbstractBulletin 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.
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Bibliographic InfoPaper provided by Paris Dauphine University in its series Economics Papers from University Paris Dauphine with number 123456789/12851.
Date of creation: Nov 2013
Date of revision:
Publication status: Published in International Journal of Market Research, 2013, Vol. 55, no. 6. pp. 809-827.Length: 18 pages
Marketing sur Internet; Marketing relationnel; Tableaux d'affichage; Médias sociaux;
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