Dystopia and utopia in digital services |
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| Authors: | Charles F Hofacker Daniela Corsaro |
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| Institution: | 1. College of Business, Florida State University, Tallahassee, FL, USAchofack@business.fsu.edu;3. Department of Business, Law, Economics and Consumer Behavior, Università IULM, Milano, Italy |
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| Abstract: | ABSTRACTIn this commentary we explore a set of paradoxes in digital services that we call Truth versus Lies, Long Term versus Short Term, Fair versus Unfair, Humans versus Machines, Return versus Risk, Coordination versus Competition, and Slow versus Fast. In each case the new digital tools at the disposal of marketers can lead towards marketing utopia or veer towards dystopia. |
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| Keywords: | Technology paradoxes dialectic value exchange digital services marketing and society |
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