Building a conversational communication field within the digital era : the Instagram case

The matter here is to assert that changing the world can sometimes mean a simple “click”. A start-up can confront multinational firms in the cosmetic industry. In order to build an international beauty empire, this thesis can help emphasize a more comprehensive approach regarding the strategical communication issues we can find within companies that want to build an online presence or companies that are born thanks to the digitalization and the proliferation of social medias, dealing with several aspects such as the online reputation, strategies used in order to drive traffic and attract potential consumers. Also, it highlights the new power of internauts who become consum-actors through their several powers of influence.