Quand les entreprises s’emparent de la mort numérique, qui sont les consommateurs potentiels ?

Samuel Guillemot () and Andréa Gourmelen ()
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Samuel Guillemot: LEGO - Laboratoire d'Economie et de Gestion de l'Ouest - UBS - Université de Bretagne Sud - UBO - Université de Brest - IMT - Institut Mines-Télécom [Paris] - IBSHS - Institut Brestois des Sciences de l'Homme et de la Société - UBO - Université de Brest - UBL - Université Bretagne Loire - IMT Atlantique - IMT Atlantique - IMT - Institut Mines-Télécom [Paris]
Andréa Gourmelen: UM - Université de Montpellier, MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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Abstract: When firms take over digital death, who are potential consumers? The legal uncertainty about deceased person's digital traces (social media profiles, documents or photos in cloud), leads firms to encourage digital death anticipation. However, the practice doesn't take off. Five profiles of websurfers are identified. They are characterized by their temporal orientation, digital contents attachment and motivations to transmit memories. Marketing recommendations are suggested to encourage these practices.

Date: 2017-01
Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-01676282v1
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Published in Revue Française de Gestion, 2017, 43 (262), pp.123 - 145. ⟨10.3166/rfg.2017.00114⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01676282

DOI: 10.3166/rfg.2017.00114

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