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Master thesis

Quelles sont les visions du marketing d’influence digitale par les internautes ? Le cas de la polémique des placements de produit sur Youtube

Abstract : Since the first product placements in the 2010's to their peak in 2019, opinions have changed significantly, moving from indifference to a no return point. Within the framework of this study, we have focused our interest on where this aversion comes from and what are the factors ? To sum up, our main focus here was internet users' perceptions/visions of digital influence marketing. Our premise was that product placements are at the origin of a wave of disapproval, drawing this postulate from the numerous negative comments on videos including product placement, but also from the growing number of explanatory videos, where creators reveal their uneasiness with this practice. First, we established a state of the art from researches already done on the subjects of product placement and influencers, using them to define those two terms, their environment, their issues and their bounds. As our study was based on a corpus, the methodology used to choose, collect and analyse it will be explained then. Finally come the results of the study, which were categorised according to Aristotelian rhetoric, in three ranges: logos, ethos and pathos. With our corpus composed of comments from the Youtube platform, we were able to identify the most frequent product-placement-related themes that recurred in them. Honesty tended to be the most frequently mentioned issue, followed by the one of misuse. We found out that even if our initial assumptions stipulated that the public rejected the practice, there are still some people who accept it. Moreover, the cross-analysis allows us to study the audience's pattern of thinking by visualising how the three pillars of Aristotelian rhetoric are used in a complementary way. This is a sign that even when they contest the practice, Internet users try to construct an argumentative reasoning to allow the creator to improve. Despite this, some of them still strongly oppose to the utilisation of product placement, by refusing it altogether. Our research throughout this work sought to demonstrate the positioning of Internet users on the phenomenon of product placement, by analysing their feelings and arguments. Thus, it highlighted that there are two main types of attitude towards product placements, with on one side people who reject it, and the other who accept it. Even if opinions are quite varied, a majority of Internet users seem to be favourable towards the practice. More and more actors are moving towards a more holistic approach to product placement, for example with the arrival of long-term partnerships with open clauses, which gives back to the influencer their place and freedom. However, there are still numerous protests that prove the public's desire to take responsibility for advertising. To conclude, we could bet that we will see a change in those practices in the coming years.
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Contributor : Thèses Ul <>
Submitted on : Monday, November 23, 2020 - 10:30:26 AM
Last modification on : Wednesday, November 25, 2020 - 11:31:58 AM
Long-term archiving on: : Wednesday, February 24, 2021 - 6:42:35 PM


  • HAL Id : hal-03018928, version 1


Mélanie Chopat. Quelles sont les visions du marketing d’influence digitale par les internautes ? Le cas de la polémique des placements de produit sur Youtube. Sciences de l'information et de la communication. 2020. ⟨hal-03018928⟩



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