To Split or to Merge? How Partitioning Affects Consumption and Engagement with Digital Content

• Heeseung Andrew Lee

  Heeseung Andrew Lee

  [email protected]

  https://orcid.org/0000-0002-9959-6398

  Jindal School of Management, University of Texas at Dallas, Richardson, Texas 75080

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  ,
• Angela Aerry Choi

  Angela Aerry Choi

  [email protected]

  Business School, Korea University, Seoul 02841, Korea

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  ,
• Wonseok Oh

  Wonseok Oh

  [email protected]

  https://orcid.org/0000-0002-8123-1382

  College of Business, Korea Advanced Institute of Science and Technology, Seoul 02455, Korea

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  ,
• Tianshu Sun

  Corresponding Author

  Tianshu Sun

  [email protected]

  https://orcid.org/0000-0002-9786-044X

  Information Systems, Cheung Kong Graduate School of Business, Beijing 100006, China

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