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

DOI

10.2991/978-94-6463-892-9_7How to use a DOI?

Keywords

Digital storytelling; Authenticity; Coopératives; Ethical communication

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Amal Borja
AU  - Abdellatif Ait Heda
PY  - 2025
DA  - 2025/11/17
TI  - Digital Storytelling of Terroir Cooperatives: a Tool for Authenticity and a Guarantor of Ethical
BT  - Proceedings of the International Conference on Multidisciplinary Research in Management and Economics (ICMRME 2025)
PB  - Atlantis Press
SP  - 96
EP  - 106
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-892-9_7
DO  - 10.2991/978-94-6463-892-9_7
ID  - Borja2025
ER  -