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"Blood Is Not Blue!" When A Transgressive Ad Allows Online Adhesion
["Non Le Sang N'Est Pas Bleu !" Quand Une Publicité Transgressive Permet L'Adhésion En Ligne]

Author

Listed:
  • Audrey Hanan

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Jean-Louis Moulins

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

  • Audrey Portes

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

Abstract

his research examines the influences of a transgressive advertising for a taboo product category (feminine hygiene products) on brand relationships in the age of social networking. With a digital point of view, this research studies a form of transgression that aims to generate adhesion rather than shock. A netnography on the recent Nana brand campaign "Viva la Vulva" is carried out. The results underline that social networks provide a powerful resonance framework for transgression. It can be a means of promoting positive digital WOM and adhesion. While transgression can be an interesting marketing lever, it needs to be carefully thought out. The beneficial effects of transgression are altered when the consumer perceives a manipulation.

Suggested Citation

  • Audrey Hanan & Jean-Louis Moulins & Audrey Portes, 2020. ""Blood Is Not Blue!" When A Transgressive Ad Allows Online Adhesion ["Non Le Sang N'Est Pas Bleu !" Quand Une Publicité Transgressive Permet L'Adhésion En Ligne]," Post-Print hal-02930884, HAL.
    • Handle: RePEc:hal:journl:hal-02930884
    Note: View the original document on HAL open archive server: https://amu.hal.science/hal-02930884v1
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    References listed on IDEAS

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    1. Park, Cheol & Lee, Thae Min, 2009. "Information direction, website reputation and eWOM effect: A moderating role of product type," Journal of Business Research, Elsevier, vol. 62(1), pages 61-67, January.
    2. Gensler, Sonja & Völckner, Franziska & Liu-Thompkins, Yuping & Wiertz, Caroline, 2013. "Managing Brands in the Social Media Environment," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 242-256.
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    More about this item

    Keywords

    BAO; digital; relation client; transgression;
    All these keywords.

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