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Orchestrer une campagne virale à destination des adolescents : vers une identification des facteurs-clés de succès

Abstract : Confronted with the generation of the Digital Natives for whom surfing on the Internet is as natural as speaking, brands have no other choice but to question the traditional diagrams of communication and to move towards a 2.0 communication. In this context, this study tries to identify the various methods of presence offered by the blogosphere to brands, via the analysis of the Hatier campaign in particular.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02019529
Contributor : Sabrina Mommolin <>
Submitted on : Thursday, February 14, 2019 - 3:54:47 PM
Last modification on : Saturday, October 12, 2019 - 3:46:03 PM

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  • HAL Id : hal-02019529, version 1

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Pascale Ezan, Stéphane Mallet, C. Rouen-Mallet. Orchestrer une campagne virale à destination des adolescents : vers une identification des facteurs-clés de succès. Gestion 2000, Recherches et Publications en Management A.S.B.L., 2011, 28 (3), pp.121-136. ⟨hal-02019529⟩

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