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Le e-commerce renforcé par les réseaux sociaux numériques : résultats d'une application expérimentale de la méthode Delphi

  • Jean-Eric Pelet

    (LEMNA - Laboratoire d'économie et de management de Nantes Atlantique - UN - Université de Nantes)

  • Sébastien Nouet

    ()

    (LEDa - Laboratoire d'Economie de Dauphine - Université Paris IX - Paris Dauphine)

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    Le potentiel des réseaux sociaux numériques (RSN) reste à démontrer lorsqu'ils sont utilisés conjointement aux sites web marchands. Pour réussir à utiliser les RSN en vue de faire des profits, les organisations de toutes tailles qui pratiquent déjà le commerce électronique doivent acquérir une expertise sur les usages et la technicité nécessaires à la création d'un tandem " RSN-site web marchand " efficace. Cet article présente une définition de ce qu'est un expert des RSN et sept thèmes fondamentaux pour réussir dans cette voie. Une enquête de type Delphi conduite auprès de 10 experts (5 académiques + 5 web designers) a été conduite pour parvenir à ce résultat.

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    File URL: https://halshs.archives-ouvertes.fr/halshs-00652600/document
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    Paper provided by HAL in its series Working Papers with number halshs-00652600.

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    Date of creation: 14 Dec 2011
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    Handle: RePEc:hal:wpaper:halshs-00652600
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00652600
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    1. Norman Dalkey & Olaf Helmer, 1963. "An Experimental Application of the DELPHI Method to the Use of Experts," Management Science, INFORMS, vol. 9(3), pages 458-467, April.
    2. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, vol. 27(4), pages 412-32, March.
    3. Jallat, Frédéric & Peelen, Ed & Stevens, Eric & Volle, Pierre, 2009. "Gestion de la relation client," Economics Papers from University Paris Dauphine 123456789/1655, Paris Dauphine University.
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