Millennial Consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase

Dones, Virgin; Flecha, José A.; Corrada, María De Los M. Santos; López, Evelyn

doi:10.7200/esicm.161.0493.2

Cited by 3 publications

(1 citation statement)

References 1 publication

(1 reference statement)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Pop et al (2021) and Ana & Istudor (2019) discovered that user-generated content (UGC) influences the travel behavior and decisions of Millennials and that Millennials place the most trust in UGC sources during the consumer decision-making information search stage. Similarly, social media platforms such as Snap Chat are identified as interactive communication platforms that engage and influence millennials' decision-making via online content sharing by other social media users (Dones et al, 2018). In addition, the millennial consumer generation stated that the internet and usergenerated content are essential information sources, especially for service product decisions.…”

Section: The Internet Social Networking Sites (Sns) and Millennial Co...mentioning

confidence: 99%

Exploring Millennial Mom Information Search Stages in the Birthplace Decision-Making Process: A Phenomenological Study

2023

JIBM

View full text Add to dashboard Cite

Birthplace is a vital decision phase in a woman's life. Deciding a birthplace involved a meticulous information search. Previously, health professionals had played a significant role in providing the required information and influencing the birthplace decision through the paternalistic approach. The existing research is not tailored to understand the birthplace decision process from consumers' perspectives. Most studies employed the health decision model and tailored it to medical outcomes. Incorporating and exploring the consumer EBM model delve in-depth into how millennial moms utilize information sources and their own experiences for their birthplace decision. This study's objective focused on exploring millennial moms lived experiences in information search stages in choosing their birthplace. This study employed qualitative descriptive phenomenology. Six participants were involved. The participants are selected based on the pre-determined selection criteria using maximum variation sampling techniques. Data are collected using semi-structured in-depth interviews and analyzed using Collaizzi's descriptive phenomenology analysis. The finding indicated four main themes: (i) Consumer perspective, (ii) internal information search, (iii) external information source, and (iv) Experience influence level of involvement of the information Search Stages. This study is beneficial to service providers, policymakers, marketers, and behaviorists to tailor their products, disseminate service information, and target their audience.

show abstract

Section: The Internet Social Networking Sites (Sns) and Millennial Co...mentioning

confidence: 99%

Exploring Millennial Mom Information Search Stages in the Birthplace Decision-Making Process: A Phenomenological Study

2023

JIBM

View full text Add to dashboard Cite

show abstract

The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services

Corrada

Flecha

López

2020

EBR

View full text Add to dashboard Cite

Purpose The purpose of this paper is to examine the use of social media and its impact on information search, communication with a company, and purchase and re-purchases of products and services. Using use and gratification theory as a starting point, it also examines the impact of satisfaction of use of social media in the process of purchasing and re-purchasing products and services. Design/methodology/approach An online survey was conducted with 444 participants, and the data were analyzed using the partial least squares structural equation modeling technique to observe the effects between the variables of social media use, search information, communication with the company, purchase, re-purchase and satisfaction of use of social media. Findings The results reflect how the use of social media generates significant rewards that significantly impact the search for information and the communication with the company. The data also show how communication with the company has an impact on the purchase and re-purchase of products and services. Finally, it was empirically confirmed that the gratification received by users through social media use impacts satisfaction with social media use. Originality/value The results contribute to how social media impacts alternative evaluations through the gratification of user needs, resulting in motives and behaviors leading to the purchase of goods and services, as established by Use and Gratification Theory. In its contributions to the Academy, Use and Gratification Theory (U&G) explains why individuals use and share information using social media. First, it justifies the purchase and re-purchase of products and services due to user satisfaction according to users’ experience using social media. Second, it presents a vision of how the use of social media is a significantly important result in the gratification of consumer needs.

show abstract

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Amor

Mzoughi

2023

SAGE Open

View full text Add to dashboard Cite

While the social media app Snapchat has increasingly attracted the attention of millennials around the world, there is limited empirical research dealing with Snapchat marketing. For businesses, it is imperative to know how effective Snap Ads are at reaching millennials. Based on the uses and gratifications theory (UGT), this study aims to fill this research gap by identifying millennials’ motives for using Snapchat and analyzing how they affect their attitudes toward Snap Ads and the subsequent behavioral intentions. Some 265 Saudi, Snapchat-using students aged between 18 and 35 completed an online survey. Our data analysis employed exploratory and confirmatory factor analyses, as well as structural equation modeling. The results indicate that respondents seek four forms of gratification from using Snapchat, namely information seeking, self-expression, entertainment, and social interaction. Of these, only information seeking and entertainment were found to have significant positive influences on attitudes toward Snap Ads, intentions to share then, and purchasing intentions. This research contributes to the theory by proving that the UGT is suitable for gaining knowledge about consumer behavior on social media in general, as well as by proposing a framework for studying the persuasive effectiveness of Snap Ads in particular. From a practical perspective, this study offers guidelines on how customized Snap Ads can be conceived for millennials, so they will not irritate them.

show abstract

Millennial Consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase

Cited by 3 publications

References 1 publication

Exploring Millennial Mom Information Search Stages in the Birthplace Decision-Making Process: A Phenomenological Study

Exploring Millennial Mom Information Search Stages in the Birthplace Decision-Making Process: A Phenomenological Study

The gratifications in the experience of the use of social media and its impact on the purchase and repurchase of products and services

Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?

Contact Info

Product

Resources

About