The quest for legitimacy: how community managers strive to find their place within marketing strategy

Trouver sa légitimité: comment les Community Managers tentent de s’intégrer dans une stratégie marketing

Laurent Busca () and Laurent Bertrandias ()
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Laurent Busca: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique
Laurent Bertrandias: CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique, LGCO - Laboratoire Gouvernance et Contrôle Organisationnel - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse, IUT Paul Sabatier - Institut Universitaire de Technologie - Paul Sabatier - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse

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Abstract: Community manager is a trendy job, but theseprofessionals have difficulty to find alegitimacy within companies, which in return do not benefit fromthese professionals' work as much as they could do. Through a qualitative study on three complementary fields, this article highlights the strategies used by community managers to build their legitimacy. The managerial aim of this research is to help marketing directors improve the integration of community managementin marketing strategy through a better understanding.

Keywords: legitimacy; community management; marketing strategy; neo-institutional theory; légitimité; stratégie marketing; théorie néo-institutionnelle (search for similar items in EconPapers)
Date: 2014-05-14
Note: View the original document on HAL open archive server: https://ut3-toulouseinp.hal.science/hal-04218454v1
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Published in 30ème Congrès de l'AFM (Association Française du Marketing) - Innovation et territoire, AFM (Association Française du Marketing), May 2014, Montpellier, France

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