Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

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Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

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Title: Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
Author: Deighton, John Anthony; Kornfeld, Leora

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Citation: Deighton, John A., and Leora Kornfeld. "Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web." GfK Marketing Intelligence Review 6, no. 2 (November 2014): 28–33.
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Abstract: The new marketing order, as played out on media platforms like YouTube, Twitter and Instagram, is so unlike the order it is displacing that it might seem like bedlam, an asylum of sorts for ideas intelligible only to their creators. And yet, surely, something systematic is going on. It must have purpose; all the vigorous uploading, posting, commenting, and sharing must be generating results. We claim that the new order is, in fact, rule-governed, and the rules are the rules of play.
Published Version: http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0095/gfkmir-2014-0095.xml
Terms of Use: This article is made available under the terms and conditions applicable to Open Access Policy Articles, as set forth at http://nrs.harvard.edu/urn-3:HUL.InstRepos:dash.current.terms-of-use#OAP
Citable link to this page: http://nrs.harvard.edu/urn-3:HUL.InstRepos:14485589
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