Keith Paul

Submission to the Journal of Marketing special issue on organic marketing theory:

• Interpretive Instability in Market-Facing Content: How Unresolved Meaning Sustains Consumer Attention

Inspiration:

• Construction “how-to” style videos that do not provide meaningful instruction; demonstrate unsafe conditions; that are sexually charged
• Example: https://www.youtube.com/shorts/z0JjLcuTDtk

Related blog post:

• The Content That Shouldn’t Work (But Does)