2021
DOI: 10.1177/09721509211005676
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The Gratifications of Ephemeral Marketing Content, the Use of Snapchat by the Millennial Generation and Their Impact on Purchase Motivation

Abstract: 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… Show more

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Cited by 3 publications
(2 citation statements)
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“…On the one hand, Flecha-Ortíz et al (2021) conclude that "ephemeral content creates gratification that drives an increased involvement with brands" (p. 800). In the same vein, Lopez et al (2021) show that the ephemeral content on Snapchat positively affects the platform's intensity of use. In addition, fan page usage intensity is positively associated with fan page engagement (Jahn and Kunz, 2012).…”
Section: Overview Of the Research Framework And Construct Definitionsmentioning
confidence: 89%
“…On the one hand, Flecha-Ortíz et al (2021) conclude that "ephemeral content creates gratification that drives an increased involvement with brands" (p. 800). In the same vein, Lopez et al (2021) show that the ephemeral content on Snapchat positively affects the platform's intensity of use. In addition, fan page usage intensity is positively associated with fan page engagement (Jahn and Kunz, 2012).…”
Section: Overview Of the Research Framework And Construct Definitionsmentioning
confidence: 89%
“…En effet, Flecha-Ortíz et al (2021 : 800) concluent que « le contenu éphémère crée une gratification qui entraîne une implication accrue auprès des marques ». Dans le même ordre d’idées, Lopez et al (2021) démontrent que le contenu éphémère sur Snapchat affecte positivement l’intensité d’utilisation de la plateforme. De plus, l’intensité d’utilisation des pages de fans sur les réseaux sociaux est positivement associée à l’engagement envers ces pages (Jahn et Kunz, 2012).…”
Section: Contexte Théorique Et éLaboration D’hypothèsesunclassified