L'utilisation du web 2.0 et les communautés virtuelles en ligne pour développer des stratégies marketing

Rim Mrabet Gharbi (1) , Abdelfattah Triki (2)

1 MRM - Montpellier Research in Management
2 University of Jeddah

The web 2.0 or “online interactive platform”, becomes today one of the most powerful medium which enables the interaction of web’s visitors, knowledge sharing, co-creation of information, empowerment of consumers and/or companies, brand commitment and loyalty, leading to a successful Internet marketing strategy. Therefore, we will focus in this study on the influence of the use of web 2.0 and online virtual communities in the development of marketing strategy.

Mots clés: Web 2.0; online communities; marketing strategy

Domaines: Informatique [cs]; Web

Rim Mrabet Gharbi, Abdelfattah Triki. L'utilisation du web 2.0 et les communautés virtuelles en ligne pour développer des stratégies marketing. Electronic Journal of Digital Entreprise, 2015, 10. ⟨hal-02048428⟩