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
Rok vydání:	2021
Předmět:	0508 media and communications Resource (biology) Ephemeral key 0502 economics and business 05 social sciences 050801 communication & media studies 050211 marketing Business Business and International Management Marketing Content (Freudian dream analysis)
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
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::de75049dc803c08a23a2f543134a1269 https://doi.org/10.1177/09721509211005676 Zobrazit plný text záznamu