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Les « influenceurs familles », précieux ambassadeurs des marques sur le marché convoité des jeunes parents

Author

Listed:
  • Douniazed Filali Boissy

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

  • Elodie Jouny-Rivier

    (ESSCA - ESSCA – École supérieure des sciences commerciales d'Angers = ESSCA Business School)

Abstract

Appelés « Influenceurs parentaux » ou « Influenceurs familles », de nombreux parents deviennent des prescripteurs de produits auprès d'autres parents. Certains sont même considérés comme de véritables « stars » sur les réseaux sociaux. Leurs comptes, à l'image de celui de Roxanne sur Instagram (@Babychoufamily qui affiche plus de 630 000 abonnés, sont devenus des ambassadeurs incontournables pour les marques cherchant à promouvoir des produits liés à la parentalité.

Suggested Citation

  • Douniazed Filali Boissy & Elodie Jouny-Rivier, 2024. "Les « influenceurs familles », précieux ambassadeurs des marques sur le marché convoité des jeunes parents," Post-Print hal-05467326, HAL.
    • Handle: RePEc:hal:journl:hal-05467326
    DOI: 10.64628/AAK.r4t9y9kuy
    as

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