Netnography in marketing research: The virtual community as a consum'actor, a vector of marketing efficiency

La netnographie dans les recherches marketing: La communauté virtuelle comme consom'acteur vecteur d'efficacité marketing

L Alla, A Hmioui and Badr Bentalha ()
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L Alla: ENSAF - École nationale des sciences appliquées de Fès = National School of Applied Sciences of Fez
A Hmioui: ENCGF - Ecole Nationale de Commerce et de Gestion De Fès - USMBA - Université Sidi Mohamed Ben Abdellah
Badr Bentalha: ENCGF - Ecole Nationale de Commerce et de Gestion De Fès - USMBA - Université Sidi Mohamed Ben Abdellah

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Date: 2020-10-01
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Published in Alternatives Managériales et Economiques, 2020, 4, pp.631-652

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