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

Author

Listed:
  • Evelyn Lopez
  • Jose A. Flecha-Ortiz
  • Maria Santos-Corrada
  • Virgin Dones

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.

Suggested Citation

  • Evelyn Lopez & Jose A. Flecha-Ortiz & Maria Santos-Corrada & Virgin Dones, 2024. "The Gratifications of Ephemeral Marketing Content, the Use of Snapchat by the Millennial Generation and Their Impact on Purchase Motivation," Global Business Review, International Management Institute, vol. 25(6), pages 1440-1451, December.
    • Handle: RePEc:sae:globus:v:25:y:2024:i:6:p:1440-1451
    DOI: 10.1177/09721509211005676
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