From Tonietto Barasch forthcoming Consumer Content Creation During
From: Tonietto & Barasch (forthcoming) Consumer Content Creation During Experiences Can Texting and Posting to Social Media Increase Enjoyment?
From: Tonietto & Barasch (forthcoming) Consumers generate content (e. g. by texting, posting to social media) about unfolding experiences • Popular Press seems to imply this could harm experiences: (Livers 2016) • Yet this behavior persists! • 10 million social media posts are created during popular events yearly (Grate 2016) • 5 million tweets were posted during Lady Gaga’s Super Bowl halftime performance (Berg 2018) (Passage 2015)
From: Tonietto & Barasch (forthcoming) Generating Content Increases Enjoyment • Consumers who generate content about their experiences: • Feel more immersed and engaged • Feel as though time is “flying” • As a result, consumers who create content enjoy the experience more • 9 studies tested these effects across many experiences: • • • Super Bowl Halftime show Holiday celebrations Dance performance Horror film Virtual safari and city tours
Immersion From: Tonietto & Barasch (forthcoming) Super Bowl Halftime Show Study Group 1: No Content Creation Instructed to not create content during the halftime show Group 2: Content Creation Instructed to create content during the show by texting, positing to social media, etc. about the halftime show and in a manner related to the show 65 60 55 50 45 40 Group 3: Unrelated Technology Use 65 Instructed to use their technological devices during the show by texting, positing to social media, etc. in a manner unrelated to the show 60 • After the show, participants indicated how immersed they felt and how much they enjoyed the show on 0 -100 scales (0 = not at all, 100 = extremely) • Those who generated content reported that they felt more immersed and enjoyed the halftime show more than those who did not create content and those who used their technology in an unrelated way Group 1 Group 2 Group 3 Enjoyment 55 50 45 40 Group 1 Group 2 Group 3
From: Tonietto & Barasch (forthcoming) Implications for Marketers • Encourage content creation! For example… • Offer rewards or incentives • Use branded hashtags • Utilize customizable sharing platforms • Two strategies tested in this research: 1. Incentive to create content 2. Norm nudge (“ 90% of our consumers create content”) Participants who were incentivized or motivated by social norms to generate content reaped the same experiential benefits as those who created content organically
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