Article de catégorie 3: Schivinski, B., Christodoulides, G., Dabrowski, D. (2016). Measuring Consumers’ Engagement With Brand-Related Social-Media Content. Journal of Advertising Research, 56(1).

Mots clés: consumers’ engagement, social media, brand, content, brand-related activities, behavior, creation

• Idée principale:  Comment mesurer l’engagement des consommateurs face à un contenu social-média, lié à une marque particulière.

Développement:

Les sites de réseaux sociaux tels que Facebook, YouTube et Twitter sont devenus de plus en plus importants dans la vie des consommateurs et dans leurs habitudes de communication. Avec les consommateurs qui s’engagent profondément dans les médias sociaux, une part croissante de la communication se produit au sein de ces nouveaux environnements. Contrairement aux sites Web plutôt statiques, la nature interactive des médias sociaux a finalement changé la façon dont les consommateurs s’engagent avec les marques.

Les auteurs démontrent également que la création de contenu par les utilisateurs est un atout majeur pour les marques. Les consommateurs ont réellement la volonté de s’engager en tant que co-créateurs et reçoivent ce contenu de façon généralement positive.

Le raisonnement des auteurs montre que l’utilisation d’un contenu social média lié a une marque particulière peut avoir des effets sur les variables mesurables de résultat telles que:
• l’extension de la marque
• l’intention d’achat
• le premium price

 

Conclusion :

En produisant continuellement des contenus adaptés, cela devrait inciter les consommateurs à s’engager davantage en commentant, “aimant”, et même en partageant le contenu lié à la marque. En s’engageant dans la dimension contributive, les marques se rapprochent de leurs consommateurs en instaurant un climat de confiance leur permettant de successivement créer du contenu, que ce soit par le biais de messages, de critiques ou encore de recommandations.

En supposant que les perceptions des consommateurs sur la communication entre les médias sociaux diffèrent selon les industries, les chercheurs pourraient également mettre en œuvre d’explorer des profils de similitudes et de différences dans la consommation, la contribution et la création de contenu social-média.

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