La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook (notice n° 370966)
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| fixed length control field | 02933cam a2200301 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250118082407.0 |
| 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 | Berriche, Amira |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2017.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 9 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | L’utilisation des réseaux sociaux tels que Facebook se développe dans plusieurs domaines du marketing social (santé, sécurité routière, éducation financière du consommateur). Cet article se concentre sur le transmetteur potentiel d’un message préventif viral et plus particulièrement sur ses motivations d’égoïsme empathique de partage (empathie-récompense vs empathie-punition). Il analyse l’influence de la congruence entre le cadrage du message (gains vs pertes) et l’orientation régulatrice du transmetteur (promotion vs prévention) sur ses motivations de partage via l’attitude envers le message. L’étude empirique est réalisée dans le domaine de l’éduction financière du consommateur. Il s’agit d’une analyse pionnière de la phase initiale d’ensemencement ( seeding) de ce type de message. Les préconisations sont destinées à la conception du message et à l’amélioration des pratiques de segmentation et de ciblage des transmetteurs potentiels dans cette phase. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The use of social networks such as Facebook is growing in several areas of social marketing (health, road safety, consumer financial education). This paper focuses on the transmitter of a viral preventive message and more specifically on its egoistic empathic motivations for sharing (empathy-reward vs empathy-punishment). It analyses the influence of the congruence between the message framing (gains vs losses) and the regulatory focus of the transmitter (promotion vs prevention) on these motivations for sharing via the attitude towards the message. The empirical study is carried out in the field of consumer financial education. This is a pioneering analysis of the initial seeding phase of this kind of message. The recommendations are intended to help with the design of the message and to improve the segmentation and targeting practices of potential transmitters in this phase. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | congruence régulatrice |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing social |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude envers le message |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing viral |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | motivations d’égoïsme empathique de partage |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | social marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | viral marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | regulatory fit |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | egoistic empathic motivations for sharing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | attitude towards the message |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Salerno, Daphné |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 86 | 2 | 2017-06-25 | p. 9-29 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-2017-2-page-9?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-decisions-marketing-2017-2-page-9?lang=fr&redirect-ssocas=7080</a> |
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Réseaux sociaux