The benefit of social media: Bulletin board focus groups as a tool for co-creation

Sylvie Rolland and Guy Parmentier ()
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Sylvie Rolland: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.

Keywords: Marketing sur Internet; Marketing relationnel; Tableaux d'affichage; Médias sociaux (search for similar items in EconPapers)
Date: 2013-11
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Citations: View citations in EconPapers (2)

Published in International Journal of Market Research, 2013, 55 (6), ⟨10.2501/IJMR-2013-068⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01637855

DOI: 10.2501/IJMR-2013-068

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