Compréhension du comportement de suivi multiplateforme des followers: Une étude quantitative exploratoire

Dimitri Laroutis (), Philippe Boistel and Arnaud Delannoy ()
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Dimitri Laroutis: ESC Amiens, CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Philippe Boistel: ESC Amiens, CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne
Arnaud Delannoy: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: Few studies are interested in the behavior of subscribers in terms of multiplatform following of influencers. Understanding this type of behavior would allow companies to answer, in part, their problem of relevance of the digital strategy. Our research aims to answer this question: What are the factors explaining the mono or multiplatform following behavior of a follower? This question is not insignificant because of its impact on the digital visibility strategy of a company. Our results highlight the significant impact of the quality of the influencer's content, the response to the followers' needs and their curiosity.

Keywords: Influencer marketing; Digital marketing; Multiplatform; marketing de influencers; Marketing digital; multiplataforma; Marketing d’influence; Influenceur; Multiplateforme (search for similar items in EconPapers)
Date: 2024-12-06
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Published in Recherches en sciences de gestion, 2024, 3 (162), pp.33-57. ⟨10.3917/resg.162.0033⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04918896

DOI: 10.3917/resg.162.0033

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