BtoB BRAND AND SOCIAL MEDIA: CHALLENGES AND MODALITIES OF REPRESENTATION

Abstract

The purpose of this article, based on a
study driving in an immersive way with a
semiotic and communicational approach
is to apprehend questions that may arise
regarding the impact of communication
on social media for B2B companies. It
shows that social media are now a really
attractive communication space for these
companies, propose to us to take a step
back through the study of spaces of
representation already inhabited, highlights the paradox of superposition of
companies brands and media brands to
finish by elements of recommendations
designed to facilitate investment in these
new areas of promotion