Millennials &amp; Snapchat: Self-expression through its use and its influence on purchase motivation

Flecha, José A.; Santos-Corrada, María; Dones-González, Virgin; López-González, Evelyn; Vega, Alberto

doi:10.1016/j.jbusres.2019.03.005

Cited by 41 publications

(27 citation statements)

References 64 publications

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“…Moreover, Sundar and Limperos (2013) outlined that these phenomena can be explained by four affordances of the MAIN model. Several other studies have previously highlighted the significant capability of the MAIN model to explain user behavior, such as the study conducted by Wang et al (2016) and another study on Snapchat by Flecha-Ortíz et al (2021). Similarly, our study showed that several elements in the MAIN mode, namely agency, interactivity, and structure have an effect on the farmers as well.…”

Section: Affordances Influence Perceived Information Qualitysupporting

confidence: 79%

“…To address these research questions, we applied the U&G 2.0, whose theoretical construction was tailored to social media (Sundar and Limperos, 2013). Previous studies utilizing this theoretical perspective were mainly focused on users' social media experiences (Wang et al, 2016), the role of emotions in social media use (Agur and Gan, 2021), its application to improve user experience (Ahn et al, 2021), and its effect on consumer activities (Flecha-Ortíz et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

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Section: Affordances Influence Perceived Information Qualitysupporting

confidence: 79%

Section: Introductionmentioning

confidence: 99%

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“…Researchers have also examined the use of self-expression of millennials on Snapchat and its impact on their purchase intentions. The research showed that Snapchat use gratifies and influences the expectations of millennials thus increasing the relationship with product/service brands (Flecha-Ortíz et al, 2021). In the case of Snapchat, the ephemerality of the platform ensures snaps to disappear in a predefined time, leaving no evidence of such social communications.…”

Section: Theoretical Framework Ephemeral Social Mediamentioning

confidence: 99%

Untitled

2021

AAMJ

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This paper aims to understand the motivations and behavioural patterns of Snapchat use by Generation Z (Gen-Z) and their social relationships with friends and romantic companions. Focus group discussion and in-depth interview methodology were employed to conduct the research with 49 respondents participating in focused group discussions. The respondents reported Snapchat being adopted for connecting with friends as it provided them with secure and authentic experience over other social media platforms. The gratifications gained from the use of Snapchat by Gen Z users were identified emerging from the features and experience of using the technology platform. The results were supported for uses and gratifications as the respondents justified the ephemerality of Snapchat being useful, the gratifications gained from snapping with friends and social groups. Snapchat was seen as a useful medium for security, privacy and ephemerality it provided along with a medium for authentic communications with friends and romantic companions.

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“…For example, Zollo et al (2020) found that millennials naturally expect contemporary media to be used by brands to create meaningful dialogues online. The term “millennial” is multidimensional and age classifications vary among scholars and practitioners (Flavián et al, 2019; Flecha‐Ortíz et al, 2021; Thomas, 2013). Millennial birth years fall between the early 1980s and 2000s (Ng et al, 2010; Rainer & Rainer, 2011).…”

Section: Introductionmentioning

confidence: 99%

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Ozuem

Willis

Howell

et al. 2021

Psychology and Marketing

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Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programs. Grounded in understanding that loyalty is seen and understood differently by people who participate in online brand communities, this study is based on a constructivist perspective combined with hermeneutic methodology and embedded case study research strategy to examine how online brand communities activate multidimensional customer loyalty intentions. Empirical data were generated through 45 in‐depth interviews of millennials. The analysis proposes a framework that categorizes customer loyalty into ambassador loyalists, public‐voting loyalists, loveless loyalists, and mercenary loyalists. Each stream contains one additional subcategory mediated by consumer levels of participation in online brand communities. This study contributes to existing literature. Unlike extant studies, it specifically argues that customers' loyalty intentions in online brand communities depend on the individuals and context, and it categorizes loyalty into different levels. Practical steps by which companies may utilize these categories and theoretical implications for wider consideration are proposed.

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Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation

Cited by 41 publications

References 64 publications

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Effects of online brand communities on millennials' brand loyalty in the fashion industry

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