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#jachète, #jachètepas : impact des réseaux sociaux sur notre processus d’achat

Author

Listed:
  • Romain Sohier

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

Abstract

Imaginons une surfeuse qui souhaite acheter une nouvelle planche. Elle en possède déjà une de la marque Rip Curl et se rend naturellement sur le site de cette marque. Elle en parle ensuite avec ses amies qui lui conseillent Quicksilver. En faisant ses recherches, elle tombe sur des avis d'internautes qui critiquent fermement Rip Curl et sur deux vidéos d'influenceuses qu'elle adore, et qui utilisent des planches de surf Billabong. Elle reçoit ensuite de nombreuses publicités sur Facebook et Twitter sur ces différentes marques. Pour finir, elle décide d'acheter une planche de la marque Billabong. Ce court exemple est typique de l'impact des réseaux sociaux sur notre processus d'achat. En effet, les réseaux sociaux ont changé la manière dont nous parlons, communiquons et achetons (Jacobson et al. 2020).

Suggested Citation

  • Romain Sohier, 2021. "#jachète, #jachètepas : impact des réseaux sociaux sur notre processus d’achat," Post-Print hal-05641306, HAL.
    • Handle: RePEc:hal:journl:hal-05641306
    as

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