Communiquer avec les leaders d'opinion en marketing : Comment et dans quels médias?

Abstract : The elaboration of specific media-planning is necessary to communicate with an opinion leader. Opinion leaders in 27 product categories are selected from a 10,000 sample of French representative consumers. Magazine is the favorite media of opinion leaders; the more important is the number of product categories in which a consumer is leaders, the greater the media consumption. Leaders do not systematically prefer the Internet, their preference appears to be category specific. However, a second study conducted among 600 brand website visitors shows that brand sites represent a major information source for the leaders.


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Contributor : Laurent Flores <>
Submitted on : Wednesday, November 2, 2005 - 4:00:28 PM
Last modification on : Wednesday, November 2, 2005 - 4:00:28 PM

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Eric Vernette, Laurent Flores. Communiquer avec les leaders d'opinion en marketing : Comment et dans quels médias?. Revue Décisions Marketing, 2004. <sic_00001586>

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