To which extent do brands play a role in the impact of social media on mental health ? / Kaoutar BOUIH / 2022

Titre : To which extent do brands play a role in the impact of social media on mental health ? Type de document : Mémoire Auteurs : Kaoutar BOUIH, Auteur Année de publication : 2022 Importance : 29 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Entreprise INSTAGRAM Management SANTE ; ALGORITHME Résumé : "I put down my phone, and I felt like a piece of shit" in her podcast Emma Chamberlain, an American youtuber, confides to her listeners how she felt after spending some time on social networks and being exposed to millions of aesthetically pleasing contents that push us all, every day to question ourselves. Over time we have allowed certain applications and social networks to become part of our daily lives without being able to do without them to the point of sometimes becoming a necessity. Among these applications we find Instagram, free and easily accessible, this platform fulfills the promise of sharing and editing photos both to friends but also to a wide audience if we wish. Very well known it was the most downloaded application during the fourth half of 2021, with nearly more than 1.393 trillion active users (Instagram Ads Audience - Facebook Ads manager December 2021). It is fast becoming one of the favorite applications for brands, as it hosts more than 25 million professional profiles worldwide (Instagram Business). Their goal is to create engagement and proximity with their target but there is also an economic stake behind it. These brands are first and foremost looking to improve their revenue, and it works. Since 50% of Millennials (26-41 years old) said they bought a product from a brand after seeing an ad, a promotion or a review on Instagram, 53% for generation Z (10-25 years old) against only 23% for generation X (42-52 years old) (Adweek-Morning Consult 2021 study may). This social network has become, indirectly, a kind of showcase, composed of beautiful, attractive images and videos, but most importantly: convincing enough than a simple classic ad. By publishing this "perfect" content, brands reinforce this loyalty and engagement with their communities. But what about the benefits of this new communication strategy ? If social networks have allowed these new generations to have information close by, to unite all the citizens of the world, we must not neglect the negative effects they have generated. Indeed, we are all afraid when it comes to the use of social networks. But why? For the simple reason that these applications have an addictive side and this is the effect sought by all brands since they participate in this downward spiral by publishing utopian content that amplifies in teenagers and young adults, especially, this need for social approval, the fear of missing out etc. ... which can harm mental health. In this paper I will go deeper into my idea and try to answer this question: To which extent do brands play a role in the impact of social media on mental health ? First, I will explain more about the mechanism and the algorithm of these social networks by focusing on Instagram. Then, I will proceed to give the reasons that push brands to be present on these platforms and in what form. Then finally, I will expose the negative impact of instagram marketing on mental health. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572734