URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Exploration netnographique du phénomène de partage : Cas du covoiturage en Tunisie


Abstract:

Cette recherche vise à explorer le phénomène du covoiturage en Tunisie, en tant que forme de partage entre les consommateurs à travers le prisme des communautés virtuelles. Une étude qualitative de type netnographique auprès de quatre groupes Facebook a été menée. Notre analyse préliminaire permet de les qualifier de communautés virtuelles relationnelles d’intérêt (CVRI) centrées sur le phénomène de partage. Grâce à l’analyse thématique, quatre dimensions de l’e-partage au sein de ces communautés ont été extraites : la ritualisation, l’échange de données, la négociation et l’e-BAO.

Read: 301 views

Download Article

FileFile sizeDownloads
pdf ayadi1 MB 456

References

Armstrong, A. G., et Hagel III, J., (1996), The Real Value of On-line Communities, Harvard Business Review, 74, 3, 134-141. 
Ballet, J. C., et Clavel, R. (2007). Le covoiturage en France et en Europe: état des lieux et perspectives, Rapport d’Etude CERTU.
Bardhi, F., et Eckhardt, G. M., (2012), Access-based consumption: The case of car sharing. Journal of Consumer Research39, 4, 881-898.
Belk, R. (1988). Possessions and Self. John Wiley & Sons, Ltd.
Belk, (2007), “Why Not Share Rather Than Own?” The Annals of the American Academy of Political and Social Science, 611, 126-140.
Belk, R., (2010), Sharing. Journal of Consumer Research36, 5, 715-734.
Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research67(8), 1595-1600.
Bernard, Y. (2004), La netnographie: une nouvelle méthode d’enquête qualitative basée sur les communautés virtuelles de consommation. Décisions marketing, 36, 49-62.
Botsman, R., et Rogers, R. (2011), What’s mine is yours: how collaborative consumption is changing the way we live. London, Collins.
Boyer, K., (2010), L’impact des communautés virtuelles sur le marketing relationnel, Mémoire de Maîtrise en Administration des Affaires, Université du Québec, Montréal.
Chen, Yu (2009), “Possession and Access: Consumer Desires and Value Perceptions Regarding Contemporary Art Collection and Exhibit Visits,” Journal of Consumer Research, 35 (April), 925–40.
Cheung, C., (2009), Understanding the sustainability of a virtual community: Model development and empirical test, Journal of Information Science, 35, 279–298.
Cova, B., et Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment — The case “my Nutella The Community”. European Journal of Marketing, 40, 1087–1105.
De Valck, K., Langerak, F., Verhoef, P. C., et Verlegh, P. W. (2007). Satisfaction with Virtual Communities of Interest: Effect on Members’ Visit Frequency*. British Journal of Management18(3), 241-256.
Gansky, L., (2010), The Mesh: Why the future of business is sharing. New York: Penguin Group.
Giesler, M., (2006), Consumer Gift System: Netnographic Insights from Napster, Journal of Consumer Research, 33, 283–90.
Harms, S., et Truffer, B. (1999). Car-sharing as a socio-technical learning system’. World Transport Policy and Practice5(3).
Hennig-Thurau T., Gwinner K.P, Walsh G. et Gremler D., (2004), Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hennig-Thurau, T., Henning, V., et Sattler, H. (2007). Consumer file sharing of motion pictures. Journal of Marketing71(4), 1-18.
Huang, R., Kim, H., et Kim, J. (2013). Social capital in QQ China: Impacts on virtual engagement of information seeking, interaction sharing, knowledge creating, and purchasing intention. Journal of Marketing Management29(3-4), 292-316.
Jang, H., Olfman, L., Ko, I., Koh, J., et Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce12(3), 57-80.
Jansen, B. J., Zhang, M., Sobel, K., et Chowdury, A., (2009), Twitter power: Tweets as electronic word of mouth, Journal of the American society for information science and technology60, 11, 2169-2188.
Kaplan, A. M., et  Haenlein, M., (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons53(1), 59-68.
Kozinets, R V., (1997), I Want to Believe: A Nethnography of the’X-Philes’ Subculture of Subculture of Consumption, Advances in consumer research, 24, 470-475.
Kozinets, R. V. (1999), E-tribalized marketing?: The strategic implications of virtual communities of consumption. European Management Journal17, 3, 252-264.
Kozinets, R V., (2002), The field behind the screen: Using netnography for marketing research in online communities , Journal of Marketing Research, 39, 1, 61-72.
Kozinets, R V., (2006), Click to Connect: Netnography and Tribal Advertising, Journal of Advertising Research, 46, 3, 279-288.
Molz, J. G. (2012). Travel connections: Tourism, technology and togetherness in a mobile world. Routledge.
Muniz Jr, A. M., et O’guinn, T. C. (2001). Brand community. Journal of Consumer Research27(4), 412-432.
Rageh, A., Melewar, T. C., et Woodside, A. (2013). Using netnography research method to reveal the underlying dimensions of the customer/tourist experience.Qualitative Market Research: An International Journal16(2), 126-149.
Rosen, D., Barnett, G. A., et Kim, J. H. (2011). Social networks and online environments: when science and practice co-evolve. Social Network Analysis and Mining1(1), 27-42.
Shan, S., Xin, T., Wang, L., Li, Y., et Li, L., (2013), Identifying influential factors of knowledge sharing in emergency events: a virtual community perspective, Systems Research and Behavioral Science30(3), 367-382.
Strahilevitz, M. A., et Loewenstein, G. (1998). The effect of ownership history on the valuation of objects. Journal of Consumer Research25(3).
Tseng, C. P., Kuo, M. L., et Chen, C. W. (2012). Do Types of Virtual Community Matter for the Effects of online Advertisement and Electronic Words of Mouth? Marketing Review, 11(1), 28-49.
Vachon, S., (2007), Fabriquer le temps et l’espace, L’Année balzacienne, (1), 249-273.
Weijo, H., Hietanen, J., & Mattila, P. (2014). New insights into online consumption communities and netnography. Journal of Business Research, 67(10), 2072-2078.
MSC-URAM Proceedings (URAM, FSEGT, UTM) © 2016