Do Millennials' Motives for Using Snapchat Influence the Effectiveness of Snap Ads
Bibliographic Data
| ID | 3225867 |
|---|---|
| Authors | Nour El Houda Ben Amor (University of Kairouan), Mohamed Nabil Mzoughi (0000-0001-8054-5526, Dar Al Uloom University, corresponding author) |
| Year | 2023 |
| Volume | 13 |
| Issue | 3 |
| Publication date | 2023-07-01 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications Inc (PUBLISHER) |
| DOI | 10.1177/21582440231187875 |
| OpenAlex | W4385400478 |
| Language | EN |
| Citations received | 1 |
| References cited | 173 |
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
Advertising · Business · Entertainment · Gratification · Political science · Purchasing · Social media · World Wide Web · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
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A social influence model of consumer participation in network- and small-group-based virtual communities
Sensitivity of Goodness of Fit Indexes to Lack of Measurement Invariance
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Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands
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Sample Size in Factor Analysis
Structural Model Evaluation and Modification
Uses and Gratifications Theory in the 21st Century
User-generated content on the internet
News Recommendations from Social Media Opinion Leaders
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Scale Development Research
Comparative fit indexes in structural models
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| Citations per year | 1 |
|---|---|
| Citation span | 2026 - 2026 (1) |
| Highly cited | No |