Document Type
Conference Proceeding
Publication Date
2021
Abstract
YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.
Recommended Citation
Dupont, Marc P., "The YouTube - Savoring Model: YouTube as a Means of Increasing Savoring for an Upcoming Consumption Experience" (2021). Association of Marketing Theory and Practice Proceedings 2021. 19.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/19
