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.
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.
Jennifer Takhar, Institut Supérieur de Gestion, Paris, France.
Laetitia Mimoun, HEC Paris, France
NA - Advances in Consumer Research Volume 46 | 2018
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