Digital Storytelling of Terroir Cooperatives: a Tool for Authenticity and a Guarantor of Ethical

Amal Borja () and Abdellatif Ait Heda ()
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Amal Borja: Ibn Zohr University, ENCG
Abdellatif Ait Heda: Ibn Zohr University, ENCG

A chapter in Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025), 2025, pp 96-106 from Springer

Abstract: Abstract Authenticity is a key factor in the marketing of terroir products from Moroccan cooperatives. However, the trade of these products is subject to fraudulent practices that deter Moroccan consumers. Digital storytelling is a strategic lever to enhance authenticity and build a relationship of trust between the cooperative and the consumer. However, the deployment of storytelling raises the following question: how does marketing communication inform consumers about the ethical practices of cooperatives? This study explores the communication approaches used in digital storytelling strategies regarding the perceived authenticity of cooperative products. It aims to identify and describe the narrative and visual approaches used to reassure consumers about the ethical practices of cooperatives. The methodology is based on the selection of storytelling from argan oil cooperatives, which will be manually analyzed using a grid designed to measure the correspondence between authenticity, ethical practices, and their manifestation at both the visual and narrative levels. The expected results will help to better understand how digital storytelling influences perceptions of authenticity and cooperative communication while ensuring transparency and avoiding unethical approaches. They will also provide recommendations for improving digital communication strategies, balancing authenticity, green marketing, and ethics.

Keywords: Digital storytelling; Authenticity; Coopératives; Ethical communication (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-892-9_7

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DOI: 10.2991/978-94-6463-892-9_7

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