To address widespread perceptions of a reproducibility crisis in the social sciences, a growing number of scholars recommend the systematic preregistration of empirical studies. The purpose of this essay is to contribute to an epistemological dialogue on the value of preregistration in consumer...

Despite the rapidly growing popularity of livestreaming among consumers and marketers in recent years, surprisingly little has been studied about livestreaming’s marketing effects in academia. In this research, we examine how livestreaming viewership influences consumption of entertainment...