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Suivi des marques et enrichissement du parcours cross-canal du client sur Facebook : une recherche exploratoire

Abstract : Some internet users follow and Like brands on Facebook on a daily basis. This participation can influence the buying process, the willingness to buy and brand loyalty. The impact de-pends on who sends the information. Information pushed by the brand always act in favour of the purchase, whereas those shared by other users can stop the buying process or slow it. In case of a question, the user will then seek more information on users recommendation, never on the brand site. The brand site is still used for buying purposes.
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02073127
Contributor : Sabrina Mommolin <>
Submitted on : Tuesday, March 19, 2019 - 4:13:01 PM
Last modification on : Thursday, March 21, 2019 - 9:32:31 AM

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  • HAL Id : hal-02073127, version 1

Citation

Catherine Lejealle, Pascale Ezan. Suivi des marques et enrichissement du parcours cross-canal du client sur Facebook : une recherche exploratoire. 16ème Colloque international Etienne Thil, Oct 2013, Paris, France. ⟨hal-02073127⟩

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