There’s a common notion that in order to truly enjoy a live event, an eventgoer should put their phone away and live in the moment. But is this actually true? These Journal of Marketing authors have evidence that eventgoers who spend time on their phone generating content about their experience end up enjoying themselves more and feeling more immersed in their experience. These findings illustrate how leveraging consumer content creation can mutually benefit both marketers and consumers.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242920944388
Read the Scholarly Insight for this article here.