The aim of this paper is to explore consumers’ attitudes toward mobile marketing, and more precisely toward SMS marketing messages. An exploratory study has been conducted with 136 phone users. The study examines their use of mobile phone as well as their acceptance of SMS messaging, using a...

Search engines stand as the first entry point to internet resources for 70% of users. The results page is therefore an appealing place for advertising in the form of sponsored links also called paid results. Yet little academic knowledge has been developed to understand users’ perceptions and...

Cette recherche a pour objectif de tester l'impact, sur des fumeurs, des avertissements sanitaires apposés sur les paquets de cigarettes (avec textes ou images). A l'issue de la synthèqse de recherches menées sur ce sujet, des propositions de recherche sont dégagées. Ensuite hit entretiens...

Par l’examen d’un cas de gestion de projet d’étude dans le domaine du marketing, nous avons cherché à évaluer la contribution de la communication électronique à l’avancement d’un projet, tout en soulignant ce que cette même forme de communication ne peut pas faire. Les...

L’analyse de l’impact du marketing et de la critique sur la performance commerciale de 278 films de nationalité française sortis en 2003 et 2004 nous permet globalement de confirmer les conclusions de la littérature dans le contexte spécifique du marché français. Notre étude souligne...

The omnipresence of professional experts in the debates and marketing strategies about movies raises the question of the proximity of their judgments with those of the ordinary consumers. Two theoretical perspectives compete on this matter: that of the divergence or convergence of tastes. Based...

This research examined the use of electronic messaging by a research team performing a marketing research study. The hypotheses are based on the information richness theory and genre repertoires.

In this paper, we investigate the impact of marketing expenditures and critical reviews on the commercial success of 278 new French films released in 2003 and 2004. Our results generally confirm previous research: in France, marketing and critical reviews are the two best predictors of a...