Centre d’Etudes et de Recherches Appliquées à la Gestion

Purpose of the workshop

Social media became persuasive in our daily lifes. Companies have understood the many benefits they can get from including social media into their marketing strategy. As a consequence, nowadays social media is the comerstone of the marketing strategy of almost every organizations, either for commercial purposes but also for social marketing objectives. Indeed social media are more and more used to help people engage in / pursue behaviors that are beneficial to them and/or their environment and on the contray to avoid behaviors that are detrimental to them and/or their environment. Despite the heavy use of social media for preventive purposes by organizations and a growing body of academic researches of this topic, our understanding of levers of social media efficacy and underlying process is still limited and much tremains to be learned.
The goal of this workshop is to advance knowledge about Harnessing the power of social media for social marketing by getting insights into practitioners use of social media, disseminating new research, sharing best practices, and encouraging the evolution of new research ideas and themes. A peculiar attention is paid to attitudes and behavior changes in the context of Health.

Program

First day : August 28^th

10h - 10h30 : Morning reception - coffee

10h30 - 12h30 : Publishing Workshop
Cornelia PECHMANN, Paul Merage School of Business, University of California, USA

12h30 - 14h : Lunch

14h - 15h : "A focus on Transformative Consumer Theory"
Cornelia PECHMANN, Paul Merage School of Business, University of California, USA

15h - 15h45 : "Ethical Dilemmas Related to the Use of Social Media for Health Purposes"
Elia GABARRON, M-health and Health Analytics, Norwegian Center for eHealth Research

15h45 : Outdoor event

Second day : August 29^th

8h30 - 9h : Morning reception - coffee

9h - 9h15 : Conference Welcome
Agnès HELME-GUIZON, Associate Professor In Marketing, Grenoble IAE, CERAG, Université Grenoble Alpes
Cornelia PECHMANN, Paul Merage School of Business, University of California, USA

9h15 - 10h45 : Session 1 - Managerial perspectives
"Social Media as a Key-Lever for Health Prevention Campaigns : Le Moi(s) sans tabac"
Anna MERCIER, In charge of the French anti-tobacco campaigns, Santé Publique France

"Nudge to Enhance Healthcare Behavior Through Social Media"
Etienne BRESSOUD, Nudge Unit Behavior, BVA

10h45 - 11h15 : Coffee break : socialization

11h15 - 12h : Session 2 Research - "Social Media to prevent sexually transmitted infections"
Elia GABARRON, M-health and Health Analytics, Norwegian Center for eHealth Research

12h - 13h30 : Lunch

13h30 - 14h30 : Session 3 Work in progress
"Effects of participating in an online dieting support community on eating behaviors : the mediating role of susceptibility to social influence"
Steffie GALLIN, PhD Student, University of Montpellier
Marie-Christine LICHTLÉ, Professor of Marketing, University of Montpellier
Laurie BALBO, Montpellier Business School

"Feedback messages on connected objects : effects on engagement and well-being"
Agnès HELME-GUIZON, Associate Professor In Marketing, Grenoble IAE, CERAG, Université Grenoble Alpes
Fanny MAGNONI, Assistant Professor of Marketing, Grenoble IAE, CERAG, Université Grenoble Alpes
Jean-Luc GIANNELLONI, Professor In Marketing, Grenoble IAE, CERAG, Université Grenoble Alpes

14h30 - 14h45 : Coffee break / socialization

14h45 - 16h : Session 4 research
"Self-disclosure Asymmetry in Online Communities : A Challenge of Demographic Diversity"
Cornelia PECHMANN, Paul Merage School of Business, University of California, USA