Thumbnail - Request a copy

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

Type
Article accepté pour publication ou publié
Date
2013-11
Journal name
International Journal of Market Research
Volume
55
Number
6
Publisher
Warc LTD
Pages
809-827
Publication identifier
Metadata
Show full item record
Author(s)
Rolland, Sylvie
Dauphine Recherches en Management [DRM]
Parmentier, Guy
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 / Keywords
Marketing sur Internet; Marketing relationnel; Tableaux d'affichage; Médias sociaux
JEL
Z13 - Economic Sociology; Economic Anthropology; Social and Economic Stratification
L82 - Entertainment; Media
D12 - Consumer Economics: Empirical Analysis
M31 - Marketing