L'efficacité comparée de trois médias électroniques opt-in dans le cadre d'une campagne promotionnelle : quelles implications pour le manager?.
Résumé
This article aims at comparing, within the framework of a promotional campaign, the efficiency of three main digital opt-in media: SMS, e-mail and digital social network. The results obtained with a pseudo-experiment conducted among 3,396 consumers, illustrate the importance of multi-channel communication (SMS, email) and the low impact of a social network such as Facebook. (English) [ABSTRACT FROM AUTHOR]