During the emergence of the novel COVID-19, a proliferation of memes related to events discussed in Spanish-speaking social media was observed. This study analysed the four stages of collective coping to determine how memes became triggered social representations that gradually monopolized the mainstream media. The research was performed through an electronic survey of 351 participants from Puerto Rico, which was subsequently analysed through partial least squares structural equation modeling (PLS-SEM). The study’s results reflected psychological implications in the use of memes in terms of how they were used to mitigate the stressful circumstances of a social event. This study is a pioneer in the application of Collective Coping Theory in the context of the effects that memes produce as a link to mitigate stressors. It also discusses how, when a culture faces a problem, memes become a decisive means to reinterpret the situation.
This research examines data on 454 participants from the millennial generation. Through the theory of uses and gratifications, the researchers analyze how content strategies employed by the Snapchat impact the use and sharing of content. In addition, motivations for impulsive purchases are analyzed. This exploratory study uses quantitative methodology through an applied survey. The researchers make use of partial least squares structural equations (SMART-PLS). The results contribute to the theory through the identification of gratification factors such as interaction, relationship management, purchase savings, information, interactivity, easy access to content, distraction, creativity, fun and dynamism.
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.
This research examines data on 454 participants from the millennial generation. Through the theory of uses and gratifications, the researchers analyze how content strategies employed by the Snapchat impact the use and sharing of content. In addition, motivations for impulsive purchases are analyzed. This exploratory study uses quantitative methodology through an applied survey. The researchers make use of partial least squares structural equations (SMART-PLS). The results contribute to the theory through the identification of gratification factors such as interaction, relationship management, purchase savings, information, interactivity, easy access to content, distraction, creativity, fun and dynamism.
El presente artículo tiene como objetivo analizar cómo los factores dinámicos impactan el uso de Snapchat en la generación Millennials. Específicamente, se utiliza la teoría de uso y gratificaciones para analizar cómo la exposición e interacción de contenidos influye en un mayor uso de Snapchat como medio de comunicación con las empresas. En el estudio participaron 453 Millennials residentes en Puerto Rico y usuarios de Snapchat. Se emplearon ecuaciones estructurales, a partir de lo cual se destaca cómo las gratificaciones impulsan la motivación de compra, fortalecen el vínculo y la interacción con las empresas. Adicionalmente, los resultados explican cómo se puede obtener mayor efectividad y receptividad por parte de la generación Millennials a través de Snapchat.
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