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Les stratégies de marque sur la blogosphère adolescente: illustration à travers le cas Hatier
| Content Provider | Semantic Scholar |
|---|---|
| Author | Ezan, Pascale Rouen-Mallet, Caroline Mallet, Stéphane |
| Copyright Year | 2011 |
| 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. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://archives.marketing-trends-congress.com/2011/Materiali/Paper/Kids&teens/Ezan_Mallet_RouenMallet.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |