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L'efficacité comparée de trois médias électroniques opt-in dans le cadre d'une campagne promotionnelle : quelles implications pour le manager?

Author

Listed:
  • Christian Dianoux

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Martine Fournier

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Jean-Pierre Mouline

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Gildas Adjovi

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

This article aims at comparing, within the framework of a promotional campaign, the efficiency of three main digital opt-in media: SMS, e-mail and digital social network. The results obtained with a pseudo-experiment conducted among 3,396 consumers, illustrate the importance of multi-channel communication (SMS, email) and the low impact of a social network such as Facebook. (English) [ABSTRACT FROM AUTHOR]

Suggested Citation

  • Christian Dianoux & Martine Fournier & Jean-Pierre Mouline & Gildas Adjovi, 2012. "L'efficacité comparée de trois médias électroniques opt-in dans le cadre d'une campagne promotionnelle : quelles implications pour le manager?," Post-Print hal-01380660, HAL.
    • Handle: RePEc:hal:journl:hal-01380660
    DOI: 10.3917/mav.058.0189
    as

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