Téléprésence, nouvelles sociabilités et stratégies identitaires dans l’expérience de consommation en ligne

Bérangère Reineri-Brial

in Economics Thesis from University Paris Dauphine from Paris Dauphine University

Abstract: Noting that the use of Internet is not only utilitarian but experiential indeed cultural, this dissertation describes in depth and explains what people lives in their online consumer experiences. This description is done through the three great social and personal changes brought by the advent of cyberculture: the question of materiality of the body during immersion, through the concept of telepresence, the identity strategies and new forms of sociability appearing in the online consumption. The research is interpretive and involves a number of methods including the life stories as the main one (the semi-structured interviews and projective collages are also used). They are analyzed by a structural analysis and comparative analysis. In addition, the dissertation engages multidisciplinary literature, mainly based on media research, social psychology and marketing. Finally, recommendations are made for researchers and managers.

Keywords: experiential marketing; identity strategy; identity construction; mediated communications; marketing expérientiel; stratégies identitaires; construction identitaire; sociabilité médiatisée; téléprésence; cyberculture; Internet (search for similar items in EconPapers)
JEL-codes: C93 D12 M31 (search for similar items in EconPapers)
Date: 2011 Written 2011
Note: dissertation
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