Orchestrating a viral campaign aimed at teenagers: Towards identification of the key factors for success

Orchestrer une campagne virale à destination des adolescents: vers une identification des facteurs-clés de succès

Pascale Ezan (), Stéphane Mallet () and C. Rouen-Mallet ()
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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
Stéphane Mallet: LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas - UP2 - Université Panthéon-Assas
C. Rouen-Mallet: 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

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Abstract: Confronted with the generation of the Digital Natives for whom surfing on the Internet is as natural as speaking, brands have no other choice but to question the traditional diagrams of communication and to move towards a 2.0 communication. In this context, this study tries to identify the various methods of presence offered by the blogosphere to brands, via the analysis of the Hatier campaign in particular.

Date: 2011
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Published in Gestion 2000, 2011, 28 (3), pp.121-136

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02019529

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