Brought to You Live”: on the Consumption Experience of Live Social Media Streams
Across five studies, we find that consumers enjoy the exact same experience more when watching it live than prerecorded. This effect is driven by the feeling of social connection from simultaneous viewing, and operates above and beyond indeterminacy. Moreover, consumers choose to continue watching live content longer than prerecorded content.
Nofar Duani, Alixandra Barasch, and Adrian Ward (2018) ,"Brought to You Live”: on the Consumption Experience of Live Social Media Streams", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 209-213.
Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA
NA - Advances in Consumer Research Volume 46 | 2018
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