Biblioteca Digital de VanguardiaCAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES
An analysis of the instances and the performance modalities of two Cameroonian banks (SCB Cameroon and Société Générale Cameroon) through their "relational discourse" on Facebook might be meaningful for the banking sector. Under some conditions of interactive exchange, determined by intera...
| Autores principales: | , |
|---|---|
| Formato: | info:eu-repo/semantics/article |
| Lenguaje: | fra |
| Publicado: |
Laboratório Editorial FCL-UNESP
2016
|
| Materias: | |
| Acceso en línea: | https://periodicos.fclar.unesp.br/casa/article/view/8005 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/60390 |
| _version_ | 1782339214592966656 |
|---|---|
| author | Ngodji Tcheutou, Léopold Tonyè, Alphonse Joseph |
| author_facet | Ngodji Tcheutou, Léopold Tonyè, Alphonse Joseph |
| author_sort | Ngodji Tcheutou, Léopold |
| collection | Repositorio |
| description | An analysis of the instances and the performance modalities of two Cameroonian banks (SCB Cameroon and Société Générale Cameroon) through their "relational discourse" on Facebook might be meaningful for the banking sector. Under some conditions of interactive exchange, determined by interaction, we proceed by a socio-semiotic approach to question the role of "relational Marketing 2.0" over the bank’s brand performance in context. In addition, we found that besides the low rate of "commitment" observed on facebook pages of Cameroonian banking brands, their relational discourse on Facebook post is constantly in conflict with those of Internet users in the form of verbal disagreement, unnoticed and apparently mismanaged by the communities managers of those pages. This conflict also makes imperceptible the major role that could play a social media like Facebook. On the one hand, alongside other instances in the performance of banks within their objective of customers’ recruitment and retention, and on the other hand the association and the sharing of values and projects of the enterprise by Facebook-targets. |
| format | info:eu-repo/semantics/article |
| id | clacso-CLACSO60390 |
| institution | CLACSO, Repositorio Digital |
| language | fra |
| publishDate | 2016 |
| publisher | Laboratório Editorial FCL-UNESP |
| record_format | greenstone |
| spelling | clacso-CLACSO603902022-03-18T16:08:30Z CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES BANQUES CAMEROUNAISES ET «DISCOURS RELATIONNEL» SUR FACEBOOK: SOCIOSÉMIOTIQUE DES INSTANCES ET MODALITÉS DE PERFORMANCE Ngodji Tcheutou, Léopold Tonyè, Alphonse Joseph Instances Modalities Relational discourse Relational marketing 2.0 Conflict Performance Socio-semiotics Instances Modalités Discours relationnel Marketing relationnel 2.0 Conflit Performance Sociosémiotique An analysis of the instances and the performance modalities of two Cameroonian banks (SCB Cameroon and Société Générale Cameroon) through their "relational discourse" on Facebook might be meaningful for the banking sector. Under some conditions of interactive exchange, determined by interaction, we proceed by a socio-semiotic approach to question the role of "relational Marketing 2.0" over the bank’s brand performance in context. In addition, we found that besides the low rate of "commitment" observed on facebook pages of Cameroonian banking brands, their relational discourse on Facebook post is constantly in conflict with those of Internet users in the form of verbal disagreement, unnoticed and apparently mismanaged by the communities managers of those pages. This conflict also makes imperceptible the major role that could play a social media like Facebook. On the one hand, alongside other instances in the performance of banks within their objective of customers’ recruitment and retention, and on the other hand the association and the sharing of values and projects of the enterprise by Facebook-targets. Analyser les instances et les modalités de performance de deux banques camerounaises (SCB Cameroun et Société Générale Cameroun) à travers leur « discours relationnel » sur Facebook peut s’avérer porteur de sens dans le secteur bancaire. Par le biais d’un échange dynamique, caractérisé par l’interaction, nous procédons par une approche sociosémiotique pour questionner le rôle du « marketing relationnel 2.0 » dans la performance des marques bancaires en contexte. L’on note qu’à côté du faible taux d’« engagement » des pages facebook des marques bancaires camerounaises, leur discours relationnel sur Facebook rentre en permanence en conflit avec ceux des internautes sous la forme de désaccord verbal, inaperçu et apparemment mal géré par les communities managers des pages en question. Ce conflit rend ainsi imperceptible le rôle majeur que pourrait jouer cette plateforme, à côté des autres instances dans la performance des banques dans leurs quêtes de recrutement et de rétention des clients d’une part, d’association et de partage des valeurs et projets de l’entreprise par les cibles-internautes, d’autre part. 2016-05-10 2022-03-18T16:08:30Z 2022-03-18T16:08:30Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion https://periodicos.fclar.unesp.br/casa/article/view/8005 10.21709/casa.v13i2.8005 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/60390 fra https://periodicos.fclar.unesp.br/casa/article/view/8005/5767 Copyright (c) 2016 CASA: Cadernos de Semiótica Aplicada application/pdf Laboratório Editorial FCL-UNESP CASA: Cadernos de Semiótica Aplicada; v. 13 n. 2 (2015); 281-318 1679-3404 10.21709/casa.v13i2 |
| spellingShingle | Instances Modalities Relational discourse Relational marketing 2.0 Conflict Performance Socio-semiotics Instances Modalités Discours relationnel Marketing relationnel 2.0 Conflit Performance Sociosémiotique Ngodji Tcheutou, Léopold Tonyè, Alphonse Joseph CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES |
| title | CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES |
| title_full | CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES |
| title_fullStr | CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES |
| title_full_unstemmed | CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES |
| title_short | CAMEROONIAN BANKS AND “RELATIONAL DISCOURSE” ON FACEBOOK: A SOCIO-SEMIOTICS OF INSTANCES AND PERFORMANCE MODALITIES |
| title_sort | cameroonian banks and “relational discourse” on facebook: a socio-semiotics of instances and performance modalities |
| topic | Instances Modalities Relational discourse Relational marketing 2.0 Conflict Performance Socio-semiotics Instances Modalités Discours relationnel Marketing relationnel 2.0 Conflit Performance Sociosémiotique |
| url | https://periodicos.fclar.unesp.br/casa/article/view/8005 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/60390 |