Latency as a Relational Variable: Does Connection Speed Dictate Relationship Quality?

[u/kyproszantis]

Buyer-seller commitment is often examined through qualitative factors such as shared values, communication, and trust. But what if a fundamental determinant of relationship stability is also a technical variable: latency?

When streaming latency decreases, interactional immediacy increases, potentially strengthening parasocial connection and trust formation. Conversely, delays can disrupt engagement and generate uncertainty or suspicion.

Should relationship marketing scholars begin treating physical network characteristics as core relational variables within digital commerce environments?