The Many-Faced Consumer: Practices and Consequences of Social Media Government

We study Social Media Management practices on social media platforms. We find three fundamental practices (framing, optimizing and channeling) which create and manage three populations: a conversation made of words, a community made of individuals and specific influencers. These practices have side-effects impacting both the marketer and the community.


Laurent Busca and Laurent Bertrandias (2016) ,"The Many-Faced Consumer: Practices and Consequences of Social Media Government", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 405-406.


Laurent Busca, Université Toulouse Capitole, France
Laurent Bertrandias, Université Toulouse Paul Sabatier, France


NA - Advances in Consumer Research Volume 44 | 2016

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