URAM-Marketing

Unité de Recherche et d'Applications en Marketing

The use of Social Media in managers’ decision making process


Abstract:

Malgré le vif intérêt dans les médias sociaux, leur contribution dans le processus de prise de décision est encore inexplorée. Cette recherche tente de combler cette lacune dans la littérature en explorant comment les médias sociaux sont utilisés par les gestionnaires dans leur processus de prise de décision. 12 entretiens ont été menées avec les des responsables des entreprises.. Résultats tombent sous deux angles. Tout d’abord, ils soulignent trois motivations de rejoindre les Réseaux sociaux: enrichir leurs partenaires du réseau, la collecte et la diffusion d’information et de renforcement des relations avec les clients. Deuxièmement, les résultats montrent que l’utilisation des réseaux sociaux dans le processus de prise de décision se produit dans ses différentes étapes. À chaque étape du processus, la mesure de l’utilisation par les responsables des entreprises varie également en raison de différentes variables individuelles (de style de la gestion; familiarité avec les médias sociaux, l’implication, la confiance et le risque perçu).

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