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The Biodigital Rises: A New Digital Brand Challenge

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Social Computing and Social Media: Applications in Education and Commerce (HCII 2022)

Part of the book series: Lecture Notes in Computer Science ((LNCS,volume 13316))

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Abstract

The research aims to understand the degree of acceptance of biodigital influencers by communication and marketing professionals. The semi-qualitative methodological approach is based on 2 group interviews spaced 3 weeks apart with communication and marketing professionals. The first survey proves that in France in 2021, the majority of respondents do not know these characters. They first express a feeling of fear and lack of ethics at the idea of ​​considering promoting a company or a product and influencing their targets through this virtual technological means. In a second step, a month of reflection later, the second results show that professionals agree to work with biodigitals to stay in step with the market in a digitized and innovative world. The limits of the study consider a context of French culture. The results therefore underline the perception of an innovative digital culture by communication professionals in France. This study proves the existence of an initial reluctance to use biodigitals, but that it is mitigated by a period of reflection. In conclusion, these innovative results allow to understand that a professional in communication or marketing may face a latency period before agreeing to work with biodigitals. This unique research also makes it possible to initiate the literature review concerning biodigitals and to note their potential breakthrough in the field of communication and marketing.

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Authors and Affiliations

  1. International University of Monaco, Monaco, Principality of Monaco

    Marie-Nathalie Jauffret

  2. BBA INSEEC, 25, Rue de l’Université, 69007, Lyon, France

    Frédéric Aubrun

Authors
  1. Marie-Nathalie Jauffret
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  2. Frédéric Aubrun
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Correspondence to Frédéric Aubrun .

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Editors and Affiliations

  1. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

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Jauffret, MN., Aubrun, F. (2022). The Biodigital Rises: A New Digital Brand Challenge. In: Meiselwitz, G. (eds) Social Computing and Social Media: Applications in Education and Commerce. HCII 2022. Lecture Notes in Computer Science, vol 13316. Springer, Cham. https://doi.org/10.1007/978-3-031-05064-0_20

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  • DOI: https://doi.org/10.1007/978-3-031-05064-0_20

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-05063-3

  • Online ISBN: 978-3-031-05064-0

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