Research Symposium on Digital Consumption

Thursday, November 29th 2012
School of Management Léonard de Vinci (EMLV) – La Défense, Paris

Internet has disrupted several industries over the past few years. It has changed the way we do business and how consumers behave. Among the elements that contribute to this phenomenon we can cite the wealth of detailed information obtained with every purchase, the spreading of virtual communities and the growth in social media usage in recent years (Twitter, Fan Pages, Blogs, etc. .. Pinterest), the coming of age of the so-called “Generation Y”, the instantaneous insights on consumer profiles, m-commerce and the development of mobile tools (smartphones, tablets), etc. To what extent are the foundations of consumer behaviour being shaken?

The speed of evolution of the Internet does not always allow companies to realize the implications of new consumer behaviour trends. Indeed, the digital world has changed how we look at customers. Consumers increasingly explore and buy through the Internet and share their experience through the use of digital media. Buying and sharing are two inherent aspects of the new consumption experience. Behaviours are increasingly affected by the way we use the web to make our purchasing decisions, and how we influence, test, protest, praise, share, recommend or learn about products or services.

This represents a unique opportunity for academics to revisit their assumptions in this broad field of research in order to outline the main trends in this on-going transformation.

The Research Symposium will be focused on digital consumption. The themes below are meant as guidelines and are not exhaustive:

• E-CRM
• Social Media
• Virtual Communities
• Collaborative consumer behaviour
• Online-Reputation Management
• Digital Experience
• Virtual agents
• Crowdsourcing
• Behavioural advertising
• Online Market research
• M-Commerce
• Geolocation
• Facebook Fan Management
• Blogs and social influence
• Interpersonal communication
• Active consumers
• Generation Y
• Viral marketing
• New business models
• Self-Care
• Use of digital products
• After sales
• Self-Quantified experiences

Following the conference the best papers will be submitted for publication to the Revue Française de Marketing. The Scientific Committee will conduct the selection of papers to be submitted for review and approval by the editorial board of the RFM. The selected papers must be translated into French by their authors.

Paper submissions to the symposium may be written in French or English. The submission guidelines are available on RFM.

Objectives
The symposium aims to gather researchers around these issues and to generate discussion, debate and exchange of experiences on these topics in order to better understand their implications. We wish to contribute the academic perspective to the knowledge building on these different themes.

Scientific committee
Jean-Claude Pacitto (Université de Paris Est Créteil)
Philippe Jourdan (Université de Paris Est Créteil)
Germaine Gazano (Directrice Market and Customer Intelligence LVMH Parfums et Cosmétiques)
Jean-Paul Aimetti (CNAM)
Christophe Benavent (Université de Paris Ouest Nanterre)
Cédric Ghetty (Ecole de Management Léonard de Vinci)
Bernard Cova (Euromed Management)
Pierre-Louis Dubois (Université Paris II Assas)
Agnès Helme-Guizon (IAE Grenoble)
Catherine Viot (IAE Bordeaux)
Gregory Bressolles (Bordeaux Ecole de Management)
Laurent Flores (CRM Metrix – Metrix Lab et INSEEC Business School )
Alain Jolibert (ESA Grenoble)
Dominique Roux (Université Paris Sud 11)
Richard Ladwein (Université de Lille, IAE)
Jean Louis Moulins (Aix-Marseille Université)

Important deadlines
• Abstracts must be submitted before: June 7th 2012 (extension of submission until June 30th)
• Reviewer Feedback: June 15th 2012
• Full paper submission: September 15th 2012

Web site and information:
www.emlv.fr/NPM (available May 15th 2012)
http://www.facebook.com/ConsommationDigitale (available)

Organizing committee
Conference coordinator :
Cédric Ghetty : cedric.ghetty@devinci.fr
Phone Number : +33 1 41 16 75 23

Members :
Philippe Coffre : philippe.coffre@devinci.fr
Ilaria Dalla Pozza : ilaria.dalla_pozza@devinci.fr
Najoua Elommal-Manita : najoua.elommal_manita@devinci.fr
Thierry Fabiani : thierry.fabiani@devinci.fr
Virginie Ferrouillat : virgnie.ferrouillat@devinci.fr
Nadia Jouini : nadia.jouini@devinci.fr
Marcos Lima : marcos.cerqueira_lima@devinci.fr
Jean-Jacques Machuret : jean-jacques.machuret@devinci.fr
Laila Namaci : laila.namaci@devinci.fr