How Many Followers Do You Have? How Social Media Audiences Affect Consumer Memory
How do audiences impact the memories shared on social media? We find that the small audience size may trigger memory outsourcing and consequently attenuate memories shared. This memory decay is attenuated by enhancing the perceived heterogeneity of large group and increasing the audience anonymity.
Citation:
Li Huang, Frank Zheng, and Adrian Ward (2019) ,"How Many Followers Do You Have? How Social Media Audiences Affect Consumer Memory", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 648-649.
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 47 | 2019
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