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Brand conversation practices: proposition of a typology
[Pratiques conversationnelles des marques : proposition d’une typologie]

Author

Listed:
  • Andria Andriuzzi

    (IPAG Lab - IPAG Lab - IPAG Business School)

Abstract

Brand-consumers online interactions have positive effects for brands. This research investigates brand conversation as a specific interaction. Brand conversation is defined as a series of messages exchanged online and in public between several individuals, at least one of them being a brand representative. Based on the qualitative analysis of 156 online conversations, we identify four conversational brand profiles: event-related, elitist, friendly and communal. This research contributes to the literature on brand-consumer interaction. It also provides managerial implications by allowing managers to identify the most adapted conversational profile for their brand.

Suggested Citation

  • Andria Andriuzzi, 2018. "Brand conversation practices: proposition of a typology [Pratiques conversationnelles des marques : proposition d’une typologie]," Post-Print hal-03090509, HAL.
    • Handle: RePEc:hal:journl:hal-03090509
    Note: View the original document on HAL open archive server: https://hal.science/hal-03090509
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