"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

Audrey Hanan (), Jean-Louis Moulins () and Audrey Portes ()
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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

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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.

Keywords: BAO; digital; relation client; transgression (search for similar items in EconPapers)
Date: 2020-09-03
New Economics Papers: this item is included in nep-mkt and nep-pay
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-02930884v1
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Published in 19eme Colloque Marketing Digital, Sep 2020, Paris, France

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