The benefit of social media: Bulletin board focus groups as a tool for co-creation
Rolland, Sylvie; Parmentier, Guy (2013), The benefit of social media: Bulletin board focus groups as a tool for co-creation, International Journal of Market Research, 55, 6, p. 809-827. 10.2501/IJMR-2013-068
TypeArticle accepté pour publication ou publié
Journal nameInternational Journal of Market Research
MetadataShow full item record
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.
Subjects / KeywordsMarketing sur Internet; Marketing relationnel; Tableaux d'affichage; Médias sociaux
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