From “Mad Men” to “Math Men”: The Rise of Expertise in Digital Measurement and The Shaping of Online Consumer Freedom

    Thierry P Viale
    Thierry P Viale

    Accounting, Auditing & Accountability Journal, pp. 270-305, 2017.

    Cited by: 6|Bibtex|Views0|

    Abstract:

    Purpose - The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development of online consumption. The purpose of this paper is to focus on the processes by which digital measurement developed (within the agencies) as a new legitimate f...More

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