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Lorsque les adolescents connectés participent au processus d’achat de la famille. Focus sur un nouveau pouvoir d’influence au travers du digital

Abstract : The purpose of this researchis to know better the way the teenagers influence the purchases of the family in the digital era. Through a qualitative study, this article explores how the teenagers mobilize these technologies to influence the decisions of purchase. It seems that a new shape of remote, individual or collective influence would increase the teenager’s strength of persuasion in the choice of products for the family. This research shows how and how much it is necessary to take into account the teenagers as a strategic target andoffers tracks for managers to build on those new influence strategy.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02072509
Contributor : Sabrina Mommolin <>
Submitted on : Tuesday, March 19, 2019 - 11:26:53 AM
Last modification on : Wednesday, March 20, 2019 - 2:18:56 PM

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  • HAL Id : hal-02072509, version 1

Citation

Béatrice Durand -Mégret, Pascale Ezan, Régine Vanheems. Lorsque les adolescents connectés participent au processus d’achat de la famille. Focus sur un nouveau pouvoir d’influence au travers du digital. 16ème journée de recherche sur le e-marketing/digital Marketing, Sep 2017, Paris, France. ⟨hal-02072509⟩

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