Managing through Technology
  • 18.
  • 03.
  • 2018

Connected Consumers in a Digital World

Objectives of the research conducted by the team

For twenty-five years already, digital has been metamorphosing our society, transforming daily life for both people and markets. One feature of this evolution is the increased possibility for consumers to take action, which we have seen develop over four stages in these twenty-five years. In the early 90s, thanks to websites and the development of e-commerce, consumers gained the ability to influence demand and “churn”. This influence continued to grow and, at the end of the 90s, consumers were producing information, ranking products and brands on an increasing number of blogs and forums, or in CtoC communities such as TripAdvisor. The consumer’s influence intensified even further with the creation of such social networks as Facebook, Twitter and YouTube in the first decade of the 21st century: the advent of the massive sharing of information. At the end of the 2000s, consumer empowerment reached a new zenith, based on crowds: the crowd economy even helped consumers to become themselves service providers. Today is yet another era, characterized by the emergence of connected devices and the extension of the social networks of people to networks of both individuals and devices. This era of the Social Internet of Things represents an upheaval for market perimeters, competitive universes and economic stakeholders. Consumer behavior in this new universe is a relatively unexplored field of research.

The “Connected Consumers in a Digital World” research team intends to study these phenomena with a view to better understanding the changes in consumer behavior caused by technological trends in order to explain to companies how to adapt marketing strategies and techniques so as to remain competitive in markets where competition is undergoing profound change.

Scientific project:

The “Connected Consumers in a Digital World” group’s work can be broken down into 3 major research topics.

Topic 1: Consumer behavior on social networks

  1. Massive sharing of information 
  2. New customer relationship management methods using the social networks 
  3. Crowd innovation networks
  4. New types of interest-based networks (communities of patients, people interested in cooking, etc.)

The work of the Smart Objects and Social Networks Chair falls under this first line of research.

Topic 2: Consumers and digital marketing (E-commerce and Mobile app)

  1. The work of the Big Data and Market Insights Chair, headed by TPT, partner to Télécom Ecole de Management 
  2. Mobile marketing and changes in consumer behavior relating to mobile technologies
  3. Ethics in a society of connected people/consumers

Topic 3: Consumers in the era of connected objects

Research in this area falls under the Smart objects and Social Networks Chair, headed by the Télécom Ecole de Management in partnership with Télécom Sud Paris, with the financial support of the Seb and Huawei groups. 

The work of this Chair revolves around four topics:

  1. Behavior of Users of Connected/Smart Objects 
  2. Multi-device User Experience (UX) 
  3. Social Internet of Things
  4. Cultural Diversity and Connected Objects 


Télécom Ecole de Management researchers

  • Christine Balagué (responsable)
  • Madeleine Besson
  • Romain V. Gola
  • Olivier Segard
  • Lamia Mamlouk
  • Altay Ozaygen
  • Lamya Benamar
  • Mohamad Ghassany
  • Amine Louati

Doctoral students

  • Mehdi Elmoukhliss
  • Zeling Zhong
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