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"NON LE SANG N'EST PAS BLEU !" QUAND UNE PUBLICITÉ TRANSGRESSIVE PERMET L'ADHÉSION EN LIGNE

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.
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Contributor : Portes Audrey <>
Submitted on : Friday, September 4, 2020 - 4:03:01 PM
Last modification on : Tuesday, September 8, 2020 - 3:28:45 AM

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Audrey Hanan, Jean-Louis Moulins, Audrey Portes. "NON LE SANG N'EST PAS BLEU !" QUAND UNE PUBLICITÉ TRANSGRESSIVE PERMET L'ADHÉSION EN LIGNE. 19eme Colloque Marketing Digital, Sep 2020, Paris, France. ⟨hal-02930884⟩

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