Les apports de l'analyse de contenu hybride à l'étude des activités productives du consommateur : une application aux vidéos « retour de courses »

Digital labor is gaining traction on social networks. Ranging from "likes" generation to the creation of more complex contents, it demonstrates the active role of internet users on these platforms. Marketing research pays close attention to these productive activities and the way they transforms consumption practices. Nevertheless, we acknowledge that only few research works pay attention to the nature of the contents produced. In our view, that situation is largely related to the lack of tools conceived to match the specificities of content analysis on social networks. In that respect, our research aims to outlines the contours of a methodological protocol designed to collect and analyze contents posted by internet users on social networks. This presentation also seeks to highlight the main challenges and opportunities related to content analysis in a digital environment. To assess the potential of this approach, we complete our presentation with an application focused on "Grocery Haul" phenomena.