The Gratifications of Ephemeral Marketing Content, the Use of Snapchat by the Millennial Generation and Their Impact on Purchase Motivation

Evelyn Lopez, Jose A. Flecha-Ortiz, Maria Santos-Corrada and Virgin Dones

Global Business Review, 2024, vol. 25, issue 6, 1440-1451

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 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.

Keywords: Contributing; sharing; consuming and searching; ephemeral content; use; purchase motivation (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:globus:v:25:y:2024:i:6:p:1440-1451

DOI: 10.1177/09721509211005676

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