L'efficacité comparée de trois médias électroniques opt-in dans le cadre d'une campagne promotionnelle: quelles implications pour le manager?

Christian Dianoux (), Martine Fournier (), Jean-Pierre Mouline () and Gildas Adjovi
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Christian Dianoux: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Martine Fournier: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Jean-Pierre Mouline: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Gildas Adjovi: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Abstract: This article aims at comparing, within the framework of a promotional campaign, the efficiency of three main digital opt-in media: SMS, e-mail and digital social network. The results obtained with a pseudo-experiment conducted among 3,396 consumers, illustrate the importance of multi-channel communication (SMS, email) and the low impact of a social network such as Facebook. (English) [ABSTRACT FROM AUTHOR]

Keywords: ORGANIZATIONAL effectiveness; SALES promotion; DIGITAL media; COMPARATIVE studies; MULTICHANNEL communication; ONLINE social networks (search for similar items in EconPapers)
Date: 2012
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Published in Revue management & avenir, 2012, 58, pp.189 - 208. ⟨10.3917/mav.058.0189⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01380660

DOI: 10.3917/mav.058.0189

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