INFLUENCEs est un projet de recherche financ\u00e9 par l’ANR visant \u00e0 analyser le comportement des influenceurs et leur transparence vis-\u00e0-vis de leur communaut\u00e9. Ce projet est issu<\/p>\n\n\n\n
<\/p>\n\n\n\n
\u00c9valu\u00e9 \u00e0 plus de 21 milliards de dollars<\/strong>, le secteur de l’influence commerciale s’est longtemps d\u00e9velopp\u00e9 sans cadre juridique pr\u00e9cis, favorisant l’\u00e9mergence de pratiques opaques<\/strong> li\u00e9es aux contenus sponsoris\u00e9s.<\/p>\n\n\n\n Pour prot\u00e9ger les consommateurs, la loi fran\u00e7aise n\u00b02023-451 de juin 2023<\/strong> a impos\u00e9 un premier encadrement strict. Si les avanc\u00e9es de ce texte ont \u00e9t\u00e9 salu\u00e9es par un rapport parlementaire en mars 2024, la n\u00e9cessit\u00e9 d’une harmonisation \u00e0 l’\u00e9chelle europ\u00e9enne<\/strong> demeure un enjeu majeur.<\/p>\n\n\n\n Comprendre les m\u00e9canismes de transparence et d’influence sur les r\u00e9seaux sociaux.<\/p>\n<\/div>\n<\/div>\n\n\n\n Analyse multi-m\u00e9thodes combinant donn\u00e9es quantitatives et qualitatives.<\/p>\n<\/div>\n<\/div>\n\n\n\n Premi\u00e8re \u00e9tude syst\u00e9matique sur la transparence globale des influenceurs.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n Le projet de recherche INFLUENCEs<\/strong> \u00e9tudie les cons\u00e9quences directes de ces nouvelles r\u00e9gulations sur les pratiques de transparence et mesure leur impact sur l’ensemble de la cha\u00eene de valeur (influenceurs, agences, plateformes et publics).<\/p>\n\n\n\n Le projet INFLUENCEs s’inscrit dans un contexte o\u00f9 les influenceurs jouent un r\u00f4le croissant dans la communication et le marketing. Au-del\u00e0 des partenariats commerciaux, ce projet s’int\u00e9resse \u00e0 tous les aspects du comportement des influenceurs et leur impact sur les communaut\u00e9s en ligne.<\/p>\n\n\n\n Les enjeux de ce projet sont multiples : comprendre les dynamiques de transparence, analyser les pratiques de communication, identifier les facteurs de confiance, et proposer des recommandations pour l’ensemble de l’\u00e9cosyst\u00e8me de l’influence.<\/p>\n\n\n\n Les objectifs principaux du projet INFLUENCEs sont de :<\/p>\n\n\n\n <\/p>\n","protected":false},"excerpt":{"rendered":" Pr\u00e9sentation INFLUENCEs est un projet de recherche financ\u00e9 par l’ANR visant \u00e0 analyser le comportement des influenceurs et leur transparence […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"normal-width-container","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"disabled","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"disabled","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"class_list":["post-101","page","type-page","status-publish","hentry"],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false},"uagb_author_info":{"display_name":"influences","author_link":"https:\/\/influences.univ-lr.fr\/?author=1"},"uagb_comment_info":0,"uagb_excerpt":"Pr\u00e9sentation INFLUENCEs est un projet de recherche financ\u00e9 par l’ANR visant \u00e0 analyser le comportement des influenceurs et leur transparence […]","_links":{"self":[{"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=\/wp\/v2\/pages\/101","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=101"}],"version-history":[{"count":15,"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=\/wp\/v2\/pages\/101\/revisions"}],"predecessor-version":[{"id":423,"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=\/wp\/v2\/pages\/101\/revisions\/423"}],"wp:attachment":[{"href":"https:\/\/influences.univ-lr.fr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\ud83c\udfafObjectif<\/h3>\n\n\n\n
\ud83d\udd0eApproche<\/h3>\n\n\n\n
\ud83d\udca1Innovation<\/h3>\n\n\n\n
Notre mission : Analyser, comprendre et structurer<\/h3>\n\n\n\n
Contexte et enjeux<\/h2>\n\n\n\n
Questions de recherche<\/h2>\n\n\n\n
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Objectifs du projet<\/h2>\n\n\n\n
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