Livestreaming vs pre-recorded

Tyson Ang · Shuqin Wei · Nwamaka A. Anaza

155 citations0/0 files storedEuropean Journal of Marketing

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Digital Marketing and Social Media Marketing and Advertising Strategies AI in Service Interactions

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.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2011Sources of Method Bias in Social Science Research and Recommendations on How to Control It 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 1981The psychology of social impact.2003WHEN "THE SHOW MUST GO ON": SURFACE ACTING AND DEEP ACTING AS DETERMINANTS OF EMOTIONAL EXHAUSTION AND PEER-RATED SERVICE DELIVERY.2010Testing measurement invariance across groups: applications in cross-cultural research.2007Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping

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