Utiliser les séries télévisées pour communiquer différemment auprès de la génération Y

Pascale Ezan ()
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Pascale Ezan: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université, NEOMA - Neoma Business School

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Abstract: Communication strategies have to be revised to lake into account the consumer behaviour of Generation Y. This article examines the reasons for the success of télévision series among digital natives and attempts to identify how their business mode! can be used by brands to deliver attractive content to young consumers. Finally, some marketing strategies are proposed to engage and retain Generation Y.

Keywords: Generation Y; télévision series; brand content; social media; série télévisée; communication des marques; médias sociaux (search for similar items in EconPapers)
Date: 2014-04
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Published in Décisions Marketing, 2014, N° 74, pp 129-145

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01159144

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