Brand conversation practices: proposition of a typology

Pratiques conversationnelles des marques: proposition d’une typologie

Andria Andriuzzi ()
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Andria Andriuzzi: IPAG Lab - IPAG Lab - IPAG Business School

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Abstract: Brand-consumers online interactions have positive effects for brands. This research investigates brand conversation as a specific interaction. Brand conversation is defined as a series of messages exchanged online and in public between several individuals, at least one of them being a brand representative. Based on the qualitative analysis of 156 online conversations, we identify four conversational brand profiles: event-related, elitist, friendly and communal. This research contributes to the literature on brand-consumer interaction. It also provides managerial implications by allowing managers to identify the most adapted conversational profile for their brand.

Keywords: conversation; brands; interaction; digital; social media; marques; médias sociaux (search for similar items in EconPapers)
Date: 2018
Note: View the original document on HAL open archive server: https://hal.science/hal-03090509
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Published in 34ème congrès international de l’Association Française du Marketing, 2018, Strasbourg, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03090509

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