Conceptualizing ephemerality in online marketing communication for consumers and firms

What is it about?

History began when messages could be recorded. The advent of drawing (circa 40,000 BCE), writing (circa 3200 BCE), printing (15th Century CE), photography and videography (19th Century CE), the internet (20th century CE) and blockchain (21st Century CE) made it possible for information to persist relatively unchanged over time. Firms who adapted to these changes have thrived. Those who have not have been left behind. Recently, there's been a widespread adoption of online technology that allows for short-term recordings online. In social media, Stories are available for viewing for 24-48 hours. Livestreams are often only available in the moment. This paper conceptualizes how ephemerality in online marketing communications works for consumers and can be leveraged by firms.

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