Livestreaming vs pre-recorded: How social viewing strategies impact consumers’ viewing experiences and behavioral intentions
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DOI: 10.1108/ejm-09-2017-0576
Abstract: Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded)… read more here.
Keywords: pre recorded; livestreaming pre; viewing; social viewing ... See more keywords