How Facebook participation adds to consumer cross-channel journey and add to his shopping experience?

Suivi des marques et enrichissement du parcours cross-canal du client sur Facebook: une recherche exploratoire

Catherine Lejealle and Pascale Ezan ()
Additional contact information
Catherine Lejealle: ESG Managment School
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

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Abstract: Some internet users follow and Like brands on Facebook on a daily basis. This participation can influence the buying process, the willingness to buy and brand loyalty. The impact de-pends on who sends the information. Information pushed by the brand always act in favour of the purchase, whereas those shared by other users can stop the buying process or slow it. In case of a question, the user will then seek more information on users recommendation, never on the brand site. The brand site is still used for buying purposes.

Keywords: Brand loyalty; Digital marketing; Social media; Expérience; Médias sociaux; Cross-canal; Fidélisation; Marketing digital (search for similar items in EconPapers)
Date: 2013-10-02
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Published in 16ème Colloque international Etienne Thil, Oct 2013, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02073127

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