Attendees' user experience of social media technology during multiphase participation in conventions: A consumption values approach

This study explores attendees' user experience with social media during their multiphase participation in conventions. Drawn from the Theory of Consumption Values, this study examines both extrinsic and intrinsic values that attendees experience when using social media technology across anticipatory, experiential, and reflective phases at conventions. With the method of theoretical sampling, qualitative data was collected from 24 in-depth interviews with individuals who had experience with using social media for convention participation. Findings revealed that social media were used to different extents as an information transmitter, relationship hub, and emotion trigger during multiphase participation in conventions. Three consumption values (i.e., functional, social, and emotional values) were identified, which enhance attendees' experience by satisfying attendees' need for utilitarian benefits, belonging and interpersonal relatedness, and hedonism. A model of convergence of social media usage and conventions with four propositions was proposed based on the findings. Both theoretical and practical implications are discussed.