Mettre le web social au service des marques : une sociologie pragmatique du community management en France

Abstract : The rise of “Web 2.0”, commonly referred to as social or participatory Web, has reactivated the terminology of “community” to characterize the spontaneous gathering of individuals around joint discussion topics or projects. As the computerized information and content sharing platforms – such as Facebook and Twitter – develop, companies are heavily investing them by creating brand pages and accounts permitting them to take advantage of the expressivity of Internet users through the prism of the “brand community”. The animation of these innovative promotional spaces is entrusted to a new category of service providers – the community managers – responsible for promoting organizations and responding to the consumers’ ongoing demands for information. This thesis questions the dual mechanism of online collectives’ commercial reinterpretation and of the strategic aim of their management.Considering community management as a practical achievement, the analysis describes how a marketing doctrine is being unfolded in a professional activity that is successively reconfigured through the rationalization of digital brand communication. By doing so, this research wishes to contribute to a pragmatic sociology that refuses to reify the process of “digital transformation” of our societies by describing how the latter is performed by a plurality of actors working to adjust the expressiveness of connected consumers to the companies’ needs.
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Thomas Jammet. Mettre le web social au service des marques : une sociologie pragmatique du community management en France. Gestion et management. Université Paris-Est, 2016. Français. ⟨NNT : 2016PESC0051⟩. ⟨tel-01527704⟩

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