URAM-Marketing

Unité de Recherche et d'Applications en Marketing

La fidélité des membres d’une communauté virtuelle des produits culturels: Cas des JCC sur Facebook


Abstract:

Cette recherche s’inscrit dans le cadre du marketing culturel, elle présente un modèle explicatif des déterminants de la fidélité aux produits culturels des membres d’une communauté virtuelle. L’objectif de cette recherche est de comprendre les mécanismes d’affiliation des consommateurs aux communautés des produits.Pour ce faire, une enquête auprès de 350 membres appartenant à la communauté virtuelle des Journées Cinématographiques de Carthage (JCC) sur facebook nous a permis de valider le modèle conceptuel. L’analyse des résultats a montré que la fidélité peut être influencée par les interactions membre-membre, l’engagement communautaire, l’engagement envers la marque, le sentiment communautaire et l’intention de participationaux activités de la communauté virtuelle.

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