Relation entre fans et marques sur Facebook (notice n° 1022114)
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| fixed length control field | 03938cam a2200325 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250125165633.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Akrout, Houcine |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Relation entre fans et marques sur Facebook |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2015.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 96 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’objectif de cette recherche est d’étudier d’une part, la nature de la qualité relationnelle des communautés virtuelles de marques (CVM) orientées B2C sur Facebook et d’autre, part le type de bénéfices attendus d’une participation à ces communautés. Une étude auprès de 218 fans a été menée et un modèle a été testé par les équations structurelles. La qualité relationnelle d’une communauté virtuelle de marque s’y révèle composée de confiance, d’engagement et de satisfaction. Nos résultats mettent en évidence le rôle positif que joue la participation du consommateur à ces communautés sur la qualité relationnelle des CVM. Nos résultats indiquent également l’influence forte et positive des bénéfices hédoniques tirés de la participation à la communauté sur la perception de la qualité relationnelle de la CVM. Afin de mieux ajuster les dispositifs d’animation de ces relations, des implications managériales sont proposées. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Relation entre fans et marques sur Facebook. Quels fondements pour un management efficace des Communautés Virtuelles de Marques? The goal of this study is to tackle firstly the nature of brand virtual communities relationship quality, B2C oriented, on Facebook and secondly the type of benefits sought by participant. A study of 218 fans was conducted and a model was tested with structural equation modeling. The study shows that VBC’ relationship quality is composed of trust, commitment and satisfaction. Our findings highlight that participation of a consumer to these communities plays positive influence on VBC relationship quality. Results show also the strong and positive influence of entertainments benefits taken from participating to the community on the member’s perception of the relationship quality of the VBC. This could allow better adjustments to animate those relationships efficiently. To better manage this new reality managerial implications are proposed. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | El objetivo de esta investigación es estudiar por una parte la naturaleza de la calidad relacional de las comunidades virtuales de marcas (CVM) B2C orientadas en Facebook y por otra el tipo de beneficios que se esperan de la participación en estas comunidades. Un estudio de 218 fans se llevó a cabo y un modelo fue probado mediante ecuaciones estructurales. Calidad relacional de una comunidad virtual de marca se revela compuesto por la confianza, el compromiso y la satisfacción. Nuestros resultados ponen de relieve el papel positivo que la participación de los consumidores en estas comunidades juega sobre la calidad relacional de las CVM. Nuestros resultados también indican una influencia fuerte y positiva de los beneficios hedónicos adquirida de la participación en la comunidad sobre las percepciones de la calidad relacional de la CVM. Esto ajustará de manera efectiva los dispositivos de animación de estas relaciones. Con este fin, se proponen implicaciones manageriales. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | échange social |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | communauté<br/>virtuelle de marque |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | relation<br/>marque-fans |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | participation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Consumer participation |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Virtual brand communities |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Brands-Fans<br/>relationships |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Social exchange |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | Relationship<br/>quality |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Cathalo, Sandrine |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | La Revue des Sciences de Gestion | 272 | 2 | 2015-11-24 | p. 31-42 | 1160-7742 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-des-sciences-de-gestion-2015-2-page-31?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-des-sciences-de-gestion-2015-2-page-31?lang=fr&redirect-ssocas=7080</a> |
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