HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège
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Analyse comparative des publicités sur les réseaux sociaux

Lahaye, Benoît ULiège
Promotor(s) : Blavier, André ULiège
Date of defense : 6-Sep-2016/12-Sep-2016 • Permalink :
Title : Analyse comparative des publicités sur les réseaux sociaux
Translated title : [en] Comparative analysis of advertisements on social networks
Author : Lahaye, Benoît ULiège
Date of defense  : 6-Sep-2016/12-Sep-2016
Advisor(s) : Blavier, André ULiège
Committee's member(s) : Hosay, Nathalie ULiège
Paris, Thomas 
Language : French
Number of pages : 108
Keywords : [en] advertising
[en] Facebook
[en] Twitter
[en] Linkedin
[en] Youtube
[en] Pinterest
[en] Instagram
[en] Snapchat
[en] communication
[en] social networks
[en] social
[en] media
[en] digital
[en] marketing
[fr] publicité
[fr] Facebook
[fr] Twitter
[fr] Linkedin
[fr] Youtube
[fr] Pinterest
[fr] Intagram
[fr] Snapchat
[fr] communication
[fr] réseaux
[fr] sociaux
[fr] maketing
[fr] digital
Discipline(s) : Business & economic sciences > Marketing
Target public : Researchers
Professionals of domain
General public
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Social media have known a rapid growth during the last decade. They are more present than ever in everyone's life and they constitute a tremendous weapon for advertisers. Indeed, more and more money is invested in advertising on social media, aiming to deliver the right message to a determined target.
However, scientific and managerial references tend to be relatively rare and advertisers might feel a bit confused among the growing number of alternatives in front of him.
This study aims to fulfil this need of information concerning the advertising tools available on several social media. Systematic characteristics of each studied social media are identified, so that it is possible to compare and facilitate strategic decision regarding communication campaigns.



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  • Lahaye, Benoît ULiège Université de Liège > Master sc. gest.


Committee's member(s)

  • Hosay, Nathalie ULiège Université de Liège - ULg > HEC - Ecole de gestion : Relations extér. et communication
    ORBi View his publications on ORBi
  • Paris, Thomas Pictawall
  • Total number of views 962
  • Total number of downloads 11669

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