• français
    • English
  • English 
    • français
    • English
  • Login
JavaScript is disabled for your browser. Some features of this site may not work without it.
BIRD Home

Browse

This CollectionBy Issue DateAuthorsTitlesSubjectsJournals BIRDResearch centres & CollectionsBy Issue DateAuthorsTitlesSubjectsJournals

My Account

Login

Statistics

View Usage Statistics

The benefit of social media: Bulletin board focus groups as a tool for co-creation

Thumbnail
Date
2013-11
Dewey
Marketing
Sujet
Marketing sur Internet; Marketing relationnel; Tableaux d'affichage; Médias sociaux
JEL code
Z.Z1.Z13; L.L8.L82; D.D1.D12; M.M3.M31
Journal issue
International Journal of Market Research
Volume
55
Number
6
Publication date
11-2013
Article pages
809-827
Publisher
Warc LTD
DOI
http://dx.doi.org/10.2501/IJMR-2013-068
URI
https://basepub.dauphine.fr/handle/123456789/12851
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Rolland, Sylvie
1032 Dauphine Recherches en Management [DRM]
Parmentier, Guy
Type
Article accepté pour publication ou publié
Abstract (EN)
Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique. This interactive approach groups a community of participants in a private or public online forum for a duration that varies from several days to several months. Discoveries, exchanges of view, personal opinions and group reactions are all part of the power and interest of the internet in this era of social media. This article presents the principles of bulletin board development, and specifics to aid understanding of this tool within social networks and to help organisations adapt to a paradigm shift in marketing in which consumer-respondents are co-creators of meaning and knowledge.

  • Accueil Bibliothèque
  • Site de l'Université Paris-Dauphine
  • Contact
SCD Paris Dauphine - Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16

 Content on this site is licensed under a Creative Commons 2.0 France (CC BY-NC-ND 2.0) license.