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Casting de consommateurs : une exposition des "vrais gens" au service de la communication des marques

Author

Listed:
  • Fanny Reniou

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

Cette recherche s'intéresse aux consommateurs qui postulent à des castings de marques pour figurer dans leurs communications publicitaires. A la faveur d'une étude qualitative, elle vise à mieux comprendre les ressorts de cette pratique marketing qui conduit les individus ordinaires à s'exposer physiquement. Sur la base des caracté-ristiques des castings et des motivations des consommateurs à y participer, quatre formes d'exposition de soi sont identifiées : « exhibition », « diffusion », « légitimation » et « marchandisation ». A leur manière, ces expositions de soi permettent aux consommateurs de développer leur personal branding et aux marques de dynamiser leur relation client. Des recommandations sont enfin proposées aux entreprises désireuses d'organiser des castings, en termes de contribution à recueillir, de rétribution à offrir et de mode d'attribution à privilégier.

Suggested Citation

  • Fanny Reniou, 2014. "Casting de consommateurs : une exposition des "vrais gens" au service de la communication des marques," Post-Print hal-01123710, HAL.
    • Handle: RePEc:hal:journl:hal-01123710
    DOI: 10.7193/DM.075.135.153
    Note: View the original document on HAL open archive server: https://hal.science/hal-01123710
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