La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook

Abstract : Motivation to share a preventive viral message: an application to a financial education video on Facebook 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 spe- cifically 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.
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Submitted on : Tuesday, October 8, 2019 - 2:34:21 PM
Last modification on : Wednesday, October 9, 2019 - 1:30:09 AM

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Amira Berriche, Daphné Salerno. La motivation à partager un message préventif viral : application à une vidéo d’éducation financière sur Facebook. Décisions Marketing, Association Française du Marketing, 2017, 86, pp.09-30. ⟨10.7193/DM.086.09.30⟩. ⟨hal-02308338⟩

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