Entre crainte et désir pour les objets connectés : Comprendre l'ambivalence des consommateurs Résumé : Notre recherche étudie l'ambivalence des consommateurs à l'égard de l'achat et de l'utilisation des objets connectés. Une étude qualitative en deux phases (composée de 22 entretiens individuels et de 2 groupes focus) explore les dimensions de l'ambivalence (facilité, intelligence, lien social et affect). Plusieurs schémas d'ambivalence émergent en fonction du lien existant entre le consommateur (utilisateur ou non) et la fonction qu'il donne à l'objet (utilitaire, expérientielle, symbolique). La typologie proposée permet de recommander une évolution du discours marketing autour des objets connectés.

When implementing social media strategies on Facebook brand pages, companies focus on factors that prompt electronic Word-of-Mouth (eWoM) about brand contents. This study examines individual and collective factors that lead to brand content sharing behaviors. The research conducts a field study of a real brand on its Facebook fan page to gather actual behavioral data. Both declarative and behavioral data are used to explain brand eWoM, based on 250 participants. Empirical results show that the Facebook activity has a positive influence on brand content sharing for active users (posters) but not for nonactive users (lurkers), while brand engagement positively affects brand content sharing for both active and nonactive users. Furthermore, brand community involvement does not have an influence on brand content sharing. Findings offer companies useful recommendations for using the determinants included in our research design to understand and analyze the sharing behaviors of users.

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What are the drivers for Brand engagement and implication on Facebook? In order to explore the impact of motivations on content and information sharing on Facebook brand pages, this study proposes an analysis focused on a reduced number of motivations and a proposal of a statistical model attempting to link the frequency of posting and liking on Facebook in general and Brand engagement to motivations. The aim of the study is to assess the impact of motivations on brand implication and frequency of posting on Facebook. The authors use the concept of brand implication measure a deep interest toward brands on Facebook. The concept of frequency of posting and liking focuses on the tendency to post or like frequently each time the user connects to Facebook. The motivations the authors introduced are based on the literature for sharing on social networks.