When there is a process of exchange

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Angèle performs in concert on Instagram Live, an event sponsored by the company Chanel. Two main forms of value are in fact recognized by practitioners and researchers in marketing. utilitarian value and experiential value. The first, utilitarian value, could take the form of a rational transaction between quality and price, price savings, service excellence, time savings; the second, experiential value, encompasses precisely emotional benefits such as pleasure, beauty, justice, ethics, status, self-esteem, etc.


, which can be provided by a broadcast on Instagram Live. This jordan cell phone number list point is all the more important because,of value between the brand and the consumer through experiential advantages, a relationship is established. This relationship will create satisfaction and then a commitment which will in turn have an impact on brand loyalty. Instagram Live therefore emerged as a preferred means of communication for brands during the lockdown, while consumers were asked to stay at home, increasing the time spent in front of their screens consuming entertainment.