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Typologie Et Cartographie Des Medias Sociaux Sous L'Angle Des Usages Et Des Comportements De Consommateur

Author

Listed:
  • André Le Roux

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

  • Thomas Stenger

    (CEREGE [Poitiers] - Centre de recherche en gestion [EA 1722] - IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers - UP - Université de Poitiers = University of Poitiers - ULR - La Rochelle Université)

  • Marinette Thébault

    (IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers)

Abstract

Chaque jour, près de 1 milliard de personnes se connectent à Facebook, YouTube totalise 4 milliards de vidéo vues tandis qu'Instagram recense 2,5 milliards de « j'aime »... Cependant, la notion de média sociaux recouvre une réalité très hétérogène. Il est donc essentiel de pouvoir les distinguer, aussi au plan académique que dans une perspective managériale. La littérature en marketing et en système d'information proposent différentes perspectives de classification des médias sociaux. L'objectif de cette recherche est de tester la classification proposée par Stenger et Coutant (2013) qui positionne les plateformes en fonction de deux dimensions Amitié vs Intérêt et Mise en scène de soi vs Contenu. Une étude par questionnaires auprès d'un échantillon de 422 individus représentatifs de la population française vérifie la pertinence de 3 des 4 notions proposées par Stenger et Coutant (2013) (amitié, intérêt, mise en scène de soi) pour distinguer et positionner 8 des principales plateformes de média sociaux à l'aide d'une analyse factorielle. De plus, la relation qu'entretiennent les consommateurs et les marques au travers de ces médias sociaux est explorée.

Suggested Citation

  • André Le Roux & Thomas Stenger & Marinette Thébault, 2016. "Typologie Et Cartographie Des Medias Sociaux Sous L'Angle Des Usages Et Des Comportements De Consommateur," Post-Print halshs-02530203, HAL.
    • Handle: RePEc:hal:journl:halshs-02530203
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-02530203
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    References listed on IDEAS

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