Vers une communication de marque dictée par les algorithmes ? Les relations publiques 2.0 face aux Big Data

Abstract : This article describes the coexistence of two forms of use of social web platforms by organizations. While organizations initially considered their branded pages and accounts on Facebook and Twitter as owned media that provide them with an earned exposure through the actions of Internet users, the algorithmic transformation initiated by those platforms leads to the need to resort increasingly to paid publications. As a result, the strategic presence inspired by public relations gives way to a tactical approach related to advertising and direct marketing, raising ethical issues about the exploitation of users' data.
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https://halshs.archives-ouvertes.fr/halshs-01986019
Contributor : Thomas Jammet <>
Submitted on : Friday, January 18, 2019 - 2:31:42 PM
Last modification on : Thursday, February 14, 2019 - 5:33:52 PM

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Thomas Jammet. Vers une communication de marque dictée par les algorithmes ? Les relations publiques 2.0 face aux Big Data. Communication & Organisation, Presses universitaires de Bordeaux, 2018, ⟨10.4000/communicationorganisation.6924 ⟩. ⟨halshs-01986019⟩

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