Digital Storytelling and Post-Trust Online Sperm Marketing

This paper examines extended sperm donor profiles and blogs from two international sperm bank websites and reveals the post-trust, digital storytelling strategies they use to convince prospective buyers. We also identify three dimensions of post-trust digital marketing: overdetermined authenticity, consumer fantasy and loss of distinction.



Citation:

Jennifer Takhar and Laetitia Mimoun (2018) ,"Digital Storytelling and Post-Trust Online Sperm Marketing", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 945-945.

Authors

Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time

Wumei Liu, Lanzhou University

Read More

Featured

B4. Prestige is the Truth: Luxury Branding Drives for Fairness Perception of Non-physical Attribute Based Dynamic Pricing

Edward Yuhang Lai, Virginia Tech, USA
Cindy Yoonjoung Heo, Ecole hôtelière de Lausanne

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.