Antecedents and Consequences of the Growing Popularity of Digital Consumption

Abstract

Billions of people throughout the length of the day are continuously engrossed in the consumption of the internet, social media, mobile applications, and other digital communication technologies. Therefore, seeing the growth rate in the new technology and consumption of the internet, the current chapter takes into account 'internet television' a significant area under digital consumption. The chapter seeks to identify the antecedents of the growing popularity of internet television and also the consequences of this trend. This chapter has proposed a conceptual model to extend knowledge about antecedents and consequences of internet television consumption. The model has significant implications for individuals as well as society. The chapter concludes with some directions about future scope and conclusion.