Comment le feedback de la communauté relatif aux contenus générés par les utilisateurs façonne le bouche-à-oreille électronique : le rôle des émotions auto-conscientes et du narcissisme
Restricted accessResearch articleFirst published online 2026
Comment le feedback de la communauté relatif aux contenus générés par les utilisateurs façonne le bouche-à-oreille électronique : le rôle des émotions auto-conscientes et du narcissisme
Les consommateurs partagent fréquemment leurs expériences de consommation sur les médias sociaux. Toutefois, la manière dont ils réagissent aux retours (feedbacks) de la communauté en ligne et l’influence de ces réactions sur le bouche-à-oreille électronique (eBAO) sont encore peu connues. Afin de combler cette lacune, notre recherche s’appuie sur la théorie de l’auto-valorisation pour examiner le rôle médiateur de la fierté et de la honte, deux émotions auto-conscientes particulièrement pertinentes dans des environnements centrés sur l’identité tels que les réseaux sociaux, où l’approbation et la désapprobation publique peuvent susciter de fortes réactions d’auto-évaluation. Nous analysons également l’influence modératrice du narcissisme, en distinguant ses formes grandiose et vulnérable. L’Étude 1 montre que le feedback influence le bouche-à-oreille électronique par l’intermédiaire de la fierté et de la honte, avec des effets différenciés selon que les individus présentent un niveau élevé de narcissisme grandiose ou vulnérable. L’Étude 2 réplique ces résultats et révèle en outre que ces émotions médiatisent également l’effet du feedback sur les évaluations de la marque. Nous concluons en discutant des implications managériales relatives au ciblage des consommateurs narcissiques à travers des stratégies fondées sur les contenus générés par les utilisateurs.
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