How perceived characteristics and personality shape the value of advertising on Snapchat: A mixed method study

Huan Chen and Yoon-Joo Lee
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Huan Chen: College of Journalism and Communications, USA
Yoon-Joo Lee: Edward R. Murrow College of Communication, USA

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 3, 270-282

Abstract: This paper uses a mixed methods study to explore young consumers’ receptivity to advertising on Snapchat. The first study adopts a qualitative approach to uncover the rich meanings that young consumers construct for Snapchat advertising. The second study adopts a quantitative approach to examine how young consumers’ responses to brands advertising on Snapchat are influenced by their personalities and their perception of Snapchat advertising characteristics. The study has important practical implications for marketers who want to use Snapchat to connect and communicate with their target audience.

Keywords: Snapchat advertising; personality; mixed methods research; young consumers (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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