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  • November 2014
  • Article
  • GfK Marketing Intelligence Review

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

By: John A. Deighton and Leora Kornfeld
  • Format:Print
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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.

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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About The Author

John A. Deighton

→More Publications

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More from the Authors
  • Sonder Holdings Inc: Using Technology to Solve Hospitality’s Frictions By: John A. Deighton and Leora Kornfeld
  • The Routledge Handbook of Digital Consumption, Chapter 41: The Internet’s Effects on Consumption: Useful, Harmful, Playful By: John A. Deighton and Leora Kornfeld
  • Marketing Thinking and Doing By: John A. Deighton, Carl F. Mela and Christine Moorman
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