The Surprising Social Benefits of Digital Content Interactions

Professor Donna L. Hoffman

In early December, I spoke at the Marketing Science Institute’s Conference on Social Media and Social Networks. In my presentation, I discussed recent research conducted with Tom Novak that shows that, just as interacting with others in social media makes people feel more connected to others, interactions with digital content can also make people feel more connected to others. This research has some interesting marketing implications and also raises a whole host of interesting questions for future research. You can read more about it here.

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