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Livestreaming vs pre-recorded: How social viewing strategies impact consumers’ viewing experiences and behavioral intentions

Tyson Ang (College of Business and Administration, Texas A&M University Central Texas, Killeen, Texas, USA)
Shuqin Wei (College of Business and Administration, Texas A&M University Central Texas, Killeen, Texas, USA)
Nwamaka A. Anaza (College of Business, Southern Illinois University, Carbondale, Illinois, USA)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 21 September 2018

Issue publication date: 12 October 2018

4700

Abstract

Purpose

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) influence consumer viewing experiences and consequential behavioral intentions.

Design/methodology/approach

A scenario-based experiment was conducted with 462 participants. The study involved social viewing strategies in a new product launch context. Data were analyzed using structural equation modeling.

Findings

This study demonstrates that social influence cues (social presence and synchronicity) inherent in a livestreaming strategy induce a more authentic consumer viewing experience than a pre-recorded strategy, which in turn increases consumers’ searching and subscribing intention. However, a company’s social viewing strategy does not moderate the effect of search and subscribe intention on purchase intention.

Research limitations/implications

This study extends the application of social impact theory by showing that social presence and synchronicity impact authentic consumer viewing experiences, which influence consumers’ searching, subscribing and purchasing intention.

Practical implications

This study validates the importance of using social viewing as a viable digital marketing strategy for practitioners. The paper provides marketers ways to increase consumer purchase intention via livestreaming marketing content, particularly for new products.

Originality/value

This study extends the traditional research on social viewing into the realm of digital social viewing. It is among the first to delineate the advantages of both livestreaming and pre-recorded social viewing approaches.

Keywords

Acknowledgements

The authors are grateful for the animated drawing provided by Tiffany Marcia.

Citation

Ang, T., Wei, S. and Anaza, N.A. (2018), "Livestreaming vs pre-recorded: How social viewing strategies impact consumers’ viewing experiences and behavioral intentions", European Journal of Marketing, Vol. 52 No. 9/10, pp. 2075-2104. https://doi.org/10.1108/EJM-09-2017-0576

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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