Identifier les leaders grâce à la sociométrie: application dans le milieu scolaire

Pascale Ezan ()
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Pascale Ezan: Rouen Business School, UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: Many market strategies towards children target leaders to promote new products. The academic literature has tried to underline the characteristics of the children who are considered as leaders among their group. This research attempts to reinforce this corpus by using a sociometric approach to identity leaders among children in a school. It also attemps to show how consumer knowledge is a means to become a leader for young consumers.

Keywords: Leadership; Child consumers; Sociometric analysis; Social network analysis; Peer groups; Analyse sociométrique; Consommation enfantine; Groupe de pairs; Analyse des réseaux sociaux (search for similar items in EconPapers)
Date: 2007-01-26
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Published in International Congress "Marketing Trends", Jan 2007, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02070834

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