« Yukatisation » des courses : un nouveau rapport à soi, au point de vente et à la consommation ?
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 fact...
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| Natura: | Article ou chapitre numérique |
| Lingua: | Français |
| Pubblicazione: |
2024
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| Accesso online: | Accès Université d'Orléans et IFPM Accès Université d'Orléans et IFPM |
| Riassunto: | 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. |
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