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.161.0493.2i

Cited by 3 publications

(7 citation statements)

References 33 publications

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“…La variable independiente estudiada es la compra impulsiva que se relaciona directamente con la lealtad de a la marca, seguido por el consumo placentero y la comunicación de la marca. De tal modo, se concluyó que la severidad percibida de la COVID-19 y la experiencia tediosa de la vida durante la pandemia influyó directamente en las tendencias de compas impulsivas de las personas (Dones et al, 2018) La compra impulsiva alude a una condición en donde los consumidores tienden a realizar compras iterativas y excesivas mostrando un déficit de control impulsivo sobre la adquisición. Este comportamiento comprende trastornos obsesivos-compulsivos.…”

Section: Compras Impulsivasunclassified

“…Es así que, las correlaciones de los vendedores parecen influir en la orientación de los compradores hacia la evaluación del producto mediante sus relaciones de ventas persuasivas, que, a su vez, estimulan las decisiones de compra y, en última instancia, conducen a compras impulsivas. Por lo tanto, el boca a boca y las opiniones de los demás deben jugar un papel importante en la estructuración de sus conocimientos sobre nuevos productos (Dones et al, 2018) Los estímulos del entorno minorista como el ambiente de la tienda, las interacciones de los vendedores, la multitud de tiendas, las promociones en la tienda, la influencia de los clientes secundarios desencadenaría estados emocionales positivos (placer, excitación) en los compradores que conducen al comportamiento de compra. Estimulando así la respuesta en el organismo (compradores de la tienda minorista) (Mulyasari et al, 2021).…”

Section: Innovación Y Comportamiento Del Consumidorunclassified

“…Sin embargo, cuando se realizó un análisis más detallado se pudo apreciar que existen zonas geográficas que cuentan con un nivel de gastos más elevados como es el caso de Cumbayá en la ciudad de Quito, su tasa mensual oscila entre los USD 805,50 y un máximo de USD 1.509. Dicho informe muestra categorías tales como: alimentos, bebidas alcohólicas, tabaco y estupefacientes; prendas de vestir y calzado (Dones et al, 2018) Las preferencias de consumo impulsivo en jóvenes en el año 2020 describe Krung & Falaster (2019) Las razones por que los consumidores adquieren nuevos productos son de relevancia para las empresas. Por ello, la investigación se ha centrado en los procesos cognitivos del consumidor y en las motivaciones de compra impulsiva de nuevos productos posicionados en el mercado.…”

Section: Introductionunclassified

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Compras impulsivas de nuevos productos: un análisis empírico del sector comercial de la provincia de Tungurahua

2022

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Las compras impulsivas de nuevos productos se han convertido en un elemento clave para los empresarios del sector comercial, ya que, por las emociones que los consumidores expresan, la demanda de los productos posicionados en el mercado incrementa, por tal razón, las ventas suben significativamente. Por ello, el objetivo de esta investigación fue analizar el comportamiento de la adquisición de nuevos productos en las empresas comerciales de la provincia de Tungurahua. Se utilizó el modelo estadístico de análisis factorial para determinar la correlación de los comportamientos del consumidor frente a las compras impulsivas. Para ello, se eligió a 180 personas que hayan adquirido un producto nuevo en los últimos 6 meses. Los hallazgos mostraron que, el conocimiento de nuevos productos y el deseo del consumidor basado en el entusiasmo y estima personal promueven la intención y el comportamiento de compra impulsiva. Se concluyó qué, algunos de los determinantes de la compra impulsiva es el materialismo y la estabilidad emocional con un alto grado de significatividad.

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Section: Compras Impulsivasunclassified

Section: Innovación Y Comportamiento Del Consumidorunclassified

Section: Introductionunclassified

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Compras impulsivas de nuevos productos: un análisis empírico del sector comercial de la provincia de Tungurahua

2022

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“…Even researchers detail that the socialization and connection of consumers strengthens the relationship with the brand, which results in greater consumer participation (Kohler et al , 2011; Hamilton et al , 2016; Hu et al , 2015). On the other hand, variables such as social interaction, information search, communication and shopping satisfaction, among others, provoke gratifications in users, positively impacting their motivations toward the brand and its purchase (Dones et al , 2018; Whiting and Williams, 2013; Hsu et al , 2015; Aluri et al , 2016). Thus, the motivations of social media use can be linked to the rewards obtained through that use.…”

Section: Literature Reviewmentioning

confidence: 99%

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

Self Cite

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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.

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“…When an SNS delivers a high degree of satisfaction, the engagement and participation of users increase along with their motivation to make an online purchase (Aluri et al, 2016; Hall et al, 2017; Hossain & Kim, 2020; Veloutsou et al, 2017). According to Dones et al (2018), when users are gratified through Snapchat , it increases their satisfaction, and this in turn encourages the quick sharing of Snap Ads and impulsive purchasing decisions. The sharing of ephemeral Snap Ads expresses the Snapchatters’ engagement and positive experiences, potentially leading to an impulsive purchase (Ho et al, 2019; Marjanovic, ; Dones et al, 2018; Flecha et al, 2019; Wakefield & Wakefield, 2016).…”

Section: Introductionmentioning

confidence: 99%

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

Amor

Mzoughi

2023

SAGE Open

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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.

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

Cited by 3 publications

References 33 publications

Compras impulsivas de nuevos productos: un análisis empírico del sector comercial de la provincia de Tungurahua

Compras impulsivas de nuevos productos: un análisis empírico del sector comercial de la provincia de Tungurahua

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?

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