Le leader d'opinion en marketing
Other Title(s)
The marketing opinion leader
Author
Source
Modern Economic and Sustainable Development
Issue
Vol. 3, Issue 2 (31 Dec. 2020), pp.48-62, 15 p.
Publisher
Publication Date
2020-12-31
Country of Publication
Algeria
No. of Pages
15
Main Subjects
Topics
Abstract EN
Today's companies prefer personal communication rather than investing large sums in impersonal communication such as mass advertising.
Companies can also communicate by people who are the most legitimate to talk about the product, the most courteous, the most expert, the most friendly, the most competent in the field concerned and the best known worldwide.
Generally, they rely on opinion leader OL, but many marketers confuse this leader with other influencers.
The opinion leader is considered a key tool for the company.
He is a very interesting media target for the company's communication strategy.
The purpose of this article is to clarify the difference between this leader and the other terms.
Abstract FRE
De nos jours, les entreprises préfèrent la communication personnelle plutôt que d'investir des grandes sommes dans la communication impersonnelle comme la publicité de masse l'affichage etc.
Les entreprises peuvent également communiquer par des personnes qui sont les plus légitimes pour parler du produit, les plus courtois, les plus experts, les plus sympathiques, les plus compétents dans le domaine concerné et les plus connus mondialement.
Généralement, elles s’appuient sur les leader d'opinion LO, mais plusieurs marketeurs confondent entre ce leader et les autres influenceurs.
Le leader d'opinion est considéré comme un outil primordial pour l'entreprise.
Il constitue une cible média très intéressante pour la stratégie de la communication de l'entreprise.
Le but de cet article est de clarifier la différence entre ce leader et les autres termes.
American Psychological Association (APA)
Sayah, Fatimah. 2020. Le leader d'opinion en marketing. Modern Economic and Sustainable Development،Vol. 3, no. 2, pp.48-62.
https://search.emarefa.net/detail/BIM-1288407
Modern Language Association (MLA)
Sayah, Fatimah. Le leader d'opinion en marketing. Modern Economic and Sustainable Development Vol. 3, no. 2 (Dec. 2020), pp.48-62.
https://search.emarefa.net/detail/BIM-1288407
American Medical Association (AMA)
Sayah, Fatimah. Le leader d'opinion en marketing. Modern Economic and Sustainable Development. 2020. Vol. 3, no. 2, pp.48-62.
https://search.emarefa.net/detail/BIM-1288407
Data Type
Journal Articles
Language
French
Notes
Includes bibliographical references : p. 59-62
Record ID
BIM-1288407
