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 MoreFeatured
Green Biases: Consumer Evaluations of Renewable and Non-Renewable Energy Sources
Nathan Dhaliwal, University of British Columbia, Canada
David Hardisty, University of British Columbia, Canada
Jiaying Zhang, University of British Columbia, Canada
Featured
P2. The Upside of Myopic Loss Aversion
Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA
Featured
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas