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Lorsque les adolescents connectés participent au processus d’achat de la famille. Focus sur un nouveau pouvoir d’influence au travers du digital

Author

Listed:
  • Béatrice Durand -Mégret
  • Pascale Ezan

    (NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université)

  • Régine Vanheems

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

Abstract

The purpose of this researchis to know better the way the teenagers influence the purchases of the family in the digital era. Through a qualitative study, this article explores how the teenagers mobilize these technologies to influence the decisions of purchase. It seems that a new shape of remote, individual or collective influence would increase the teenager's strength of persuasion in the choice of products for the family. This research shows how and how much it is necessary to take into account the teenagers as a strategic target andoffers tracks for managers to build on those new influence strategy.

Suggested Citation

  • Béatrice Durand -Mégret & Pascale Ezan & Régine Vanheems, 2017. "Lorsque les adolescents connectés participent au processus d’achat de la famille. Focus sur un nouveau pouvoir d’influence au travers du digital," Post-Print hal-02072509, HAL.
    • Handle: RePEc:hal:journl:hal-02072509
    as

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