The Gratifications of Ephemeral Marketing Content, the Use of Snapchat by the Millennial Generation and Their Impact on Purchase Motivation
Autor: | Virgin Dones, Evelyn Lopez, Jose A. Flecha-Ortiz, Maria Santos-Corrada |
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Rok vydání: | 2021 |
Předmět: | |
Zdroj: | Global Business Review. :097215092110056 |
ISSN: | 0973-0664 0972-1509 |
Popis: | Ephemeral content has become a vital marketing resource for companies, but its effects have rarely been addressed in academic literature. Through the theory of uses and gratifications (U&G), we explore ephemeral content, the impact of Snapchat use, and their impact on millennials’ purchase motivation. Through an electronic survey of 454 millennial-generation participants, analysed through SMART-PLS, theoretical contributions are presented in identifying modality-based gratifications and interactivity-based gratifications as two additional sources of gratification that generate the modality of Snapchat’s ephemeral content. The study theoretically reflects how much interaction and identification with the medium generates a positive involvement in the audience’s needs, thus explaining its reasons for use. |
Databáze: | OpenAIRE |
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