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.



Citation:

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.

Authors

Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Globalizing from the Periphery: The Role of Consumer Paratextual Translation

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More

Featured

A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes

Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.