Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web
Effective social brand engagement can result from marketers “getting in the game” by playing with consumers. Play can take many different forms and can refer to different aspects. It can produce winners and losers, for example when marketers conquer the consumer’s wish to be let alone. It can refer...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2014-11-01
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| Series: | GfK Marketing Intelligence Review |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0095/gfkmir-2014-0095.xml?format=INT |