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

Lee, Zoe ORCID: https://orcid.org/0000-0001-5256-6100, Dineva, Denitsa ORCID: https://orcid.org/0000-0003-0451-9021 and Mangio, Federico 2025. From M&S to Duolingo: banter between brands on social media gets people buying - but there's a catch. [Online]. The Conversation Trust. Available at: https://theconversation.com/from-mands-to-duolingo...

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Abstract

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 they can quickly swipe past anything that feels too much like selling.

Item Type:	Online Content
Date Type:	Publication
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	The Conversation Trust
ISSN:	2201-5639
Last Modified:	27 Jan 2026 10:15
URI:	https://orca.cardiff.ac.uk/id/eprint/178350

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