Social media and direct messaging apps, like WhatsApp, Instagram, Snapchat and Facebook Messenger, have introduced features that limit access to information, and let users see content only once. Uri Barnea (Bocconi Department of Marketing) and co-authors Robert J. Meyers and Gideon Nave, in a paper forthcoming in Journal of Marketing Research, found that this kind of content can increase consumer engagement: after being told that the content can only be viewed once, consumers voluntarily watch it for a longer time, and they understand and remember it better.
Interestingly, other research has found that people use ephemeral communication channels more freely, and feel more comfortable sharing sensitive or embarrassing content on them. Our findings suggest that this tendency can backfire, as the ephemerality of the content might also make the audience focus more, and better remember, these potentially harmful pictures, videos, or texts.
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