20-E: How Broadcasting Vs. Narrowcasting on Social Media Affects Consumer Memories

How do audiences impact the memories shared on social media? We find that sharing with a small group attenuates sharer’s memories as compared to a large group. This advantage is due to outsourcing memories to identifiable audiences and is diminished by enhancing the perceived heterogeneity of large group.



Citation:

Li Huang, Frank Zheng, and Adrian Ward (2017) ,"20-E: How Broadcasting Vs. Narrowcasting on Social Media Affects Consumer Memories", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1034-1034.

Authors

Li Huang, Hofstra University, USA
Frank Zheng, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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