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Les habits neufs de la communication de marque sur le web social. Le travail d’intermédiation des community managers

Abstract : The presence of companies on social web platforms (web 2.0) has seen a significant development since 2010. This article describes the intermediary role of the staff who are tasked with administering the new interactive promotional spaces, but who find themselves flooded with requests from internet users and operating under considerable time constraints. What has emerged is that community management a form of organizational innovation designed to strengthen the proximity of companies to their online customers should be increasingly regularized so that it becomes embedded in the corporate communication and customer relations strategies associated with digital technology.
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https://hal.archives-ouvertes.fr/hal-01657710
Contributor : Thomas Jammet <>
Submitted on : Monday, January 15, 2018 - 8:10:39 PM
Last modification on : Monday, October 19, 2020 - 11:06:42 AM
Long-term archiving on: : Monday, May 7, 2018 - 7:48:39 PM

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Thomas Jammet. Les habits neufs de la communication de marque sur le web social. Le travail d’intermédiation des community managers. Sociologies pratiques, Presses de Sciences Po (P.F.N.S.P.) 2017, 1 (34), pp.61-71. ⟨10.3917/sopr.034.0061⟩. ⟨hal-01657710⟩

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