From M&S to Duolingo: banter between brands on social media gets people buying – but there’s a catch

By Zoe Lee, Reader (Associate Professor) in Marketing, Cardiff University
Denitsa Dineva, Senior Lecturer (Associate Professor) in Marketing and Strategy, Cardiff University
Federico Mangiò, Assistant Professor, Università degli Studi di Bergamo

The line between entertainment and advertising is increasingly blurred thanks to social media. People no longer just consume content, they experience it – laughing, sharing and commenting. And brands have caught on.

The days when people sat through a 30-second TV ad because they had no choice are long gone. Now…

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