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
Q11. The Effect of Message Ephemerality on Information Processing
Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA
Featured
Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
Featured
Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users
Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada