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The quest for legitimacy: how community managers strive to find their place within marketing strategy
[Trouver sa légitimité : comment les Community Managers tentent de s’intégrer dans une stratégie marketing]

Author

Listed:
  • Laurent Busca

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique)

  • Laurent Bertrandias

    (CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse)

Abstract

Community manager is a trendy job, but theseprofessionals have difficulty to find alegitimacy within companies, which in return do not benefit fromthese professionals' work as much as they could do. Through a qualitative study on three complementary fields, this article highlights the strategies used by community managers to build their legitimacy. The managerial aim of this research is to help marketing directors improve the integration of community managementin marketing strategy through a better understanding.

Suggested Citation

  • Laurent Busca & Laurent Bertrandias, 2014. "The quest for legitimacy: how community managers strive to find their place within marketing strategy [Trouver sa légitimité : comment les Community Managers tentent de s’intégrer dans une stratégi," Post-Print hal-04218454, HAL.
    • Handle: RePEc:hal:journl:hal-04218454
    Note: View the original document on HAL open archive server: https://ut3-toulouseinp.hal.science/hal-04218454
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    File URL: https://ut3-toulouseinp.hal.science/hal-04218454/document
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