millennials & snapchat: the self-expression through … · 1 millennials & snapchat: the...
Post on 21-Sep-2018
226 Views
Preview:
TRANSCRIPT
1
Millennials & Snapchat: The Self-Expression Through the Use and Its Influence in
The Purchase Motivation
José A. Flecha Ortiz, DBA
Assistant Professor
University of Turabo
School of Business & Entrepreneurship
PO Box 3030. Gurabo, PR 00778-3030
flechaj1@suagm.edu
María De Los M. Santos Corrada, PhD
Associate Professor
University of Turabo
School of Business & Entrepreneurship
PO Box 3030. Gurabo, PR 00778-3030
msantos@suagm.edu
Alberto Vega
Graduate BBA program in Marketing
University of Turabo
School of Business & Entrepreneurship
PO Box 3030. Gurabo, PR 00778-3030
vegalberto22@gmail.com
Virgin Dones, PhD
Associate Professor
University of Turabo
School of Business & Entrepreneurship
PO Box 3030. Gurabo, PR 00778-3030
vdones@suagm.edu
Evelyn Lopez, DBA
Assistant Professor
University of Turabo
School of Business & Entrepreneurship
PO Box 3030. Gurabo, PR 00778-3030
elopez231@suagm.edu
2
Abstract
The Millennials generation has transformed the popularity of the Snapchat use in the ideal
space of marketing to connect with this targeted segment. This study has proposed to
analyze how our expressions through stable and dynamic factors, impact the use of
Snapchat by Millennials, through the Uses & Gratification Theory. This research analyzes
how the use of Snapchat, causes gratifications in the users, impacting the purchase
motivation. A high predictive power in the variables analysis, through a survey, applied to
454 participants, using a quantitative method and analyzing through structural equations
(SMART PLS). The data presents that the dynamic factors play a dominant role in the
Snapchat use. Also, the gratifications generated through the brand interaction, have an
impact on the purchase motivation as well. The research presents the contributions to the
theory, on how Snapchats ephemeral content model can shape the user’s expectations,
leading to a greater influence and relation with the media through the generated
gratifications and its connection with the brand.
Key words: Stable factors, Dynamic Factors, Use of Snapchat, Purchase Motivation.
1.0 Introduction
Social media has positioned as part of people's daily lives. In 2011, right in the social
media evolution, Snapchat, the social media, is launched to market. From its beginning,
Snapchat has been the social network of highest growth and the ideal marketing space for
younger segments. Statistics show that this popular application, maintains more than 300
million daily users around the World, over 10 billion of videos viewed daily and a
demographic domain by the Millennials generation (Snapchat 2017). Snapchat projects a
visual content as if the words disappear, after the expression and with the future promise of
deleting all messages (Soffer, 2016). On the other hand, the core value of Snapchat is to
3
provide the users a space for self-expression. Therefore, the Snapchat interactive
communication leads to an emotional effect on reliability, facility, interaction, and
empowerment with the brands. Millennials constitute the group of greater use of this
popular social network. Sweeney (2005) explains that the Millennials buyers, wait for more
options and selectivity; desire more personalization; search for good and low-cost sales;
have less necessity to conform and expect instant gratification. Millennials use social media
may be leading to changes in social norms and social behavior, on a variety of issues which
impact the consumer’s behavior (Bolton et al. 2013, Sago, 2010, Chen 2012). Nevertheless,
the scientific investigation is limited. Consequently, this exploratory study looks like
objectives: (a) analyses the Millennials individual expression (stable factors) through the
environment, drives them to transmit (dynamic factors), self-expression through Snapchat,
(b) analyze how the self-expression through Snapchat (dynamic factors), maintain a
positive impact through use. Lastly, analyze how the use of Snapchat causes gratifications
that might have a positive impact towards the purchase motivation.
The investigators present the positive results through a quantitative methodology of the use
of structural equations modeling (SMART PLS), on how the dynamic factors play a major
role in the use of Snapchat. Moreover, it is detailed how the gratifications through Snapchat
use, maintain a positive impact towards the purchase motivation. The research presents the
contributions to the theory, on how Snapchats ephemeral content model can shape the
user’s expectations, leading to a greater influence and relation with the media through the
generated gratifications and its connection with the brand.
4
2.0 Theoretical Framework
2.1 Stable Factors
McCann y Barrow, (2015) establish that the social media use, the intentions, the
personality and the motives of the individual can be improved. The authors clarify that this
may be a consequence of the tribal nature of engagement and community-driven initiatives,
which are created from scratch. Even the motivation and the intention of each person to use
the social media can be very different. To some people, the online social network serves as
a channel or way to gain popularity, fame or recognition (McCann y Barrow, 2015, Wang
et al., 2012). The literature portrays the existence of stable factors. Where the social,
economic status, personal values, personality traits, preferences, age and the life cycle
perform an important role in the use of social media and a way to understand Millennials
(Bolton et al. 2013; Hargittai y Hinnant, 2008; DeVito et al. 2017; Correa et al. 2010).
These factors bring thus the interaction of the individual with the environment (Hargittai y
Hinnant, 2008).
Bolton et al. (2013) establish that Millennials are more skeptics, compelling,
impatient due to the constant information environment which they exposed. Therefore,
from the perspective of this investigation, stable factors has defined a group of elements
that are a result of the personal taste, individual beliefs and their interaction with the
environment. Nevertheless, the stable factors move to another group of factors,
denominated, dynamic factors (Bolton et al. 2013). Bagozzi & Dholakia, (2002) argues that
the dynamic factors are related to goals, values, the personal identity, and the social
interaction. Even the authors clarify that these norms can explain the use of the social
network. However, it needs more investigation.
5
𝐻1 The Millennials self-expression with the environment, has driven their attitude to convey
their self-expression through Snapchat.
2.3 Dynamic Factors
Bolton et al. (2013), defines dynamic factors as a series of endogenous factors were
the goals, emotions and social norms, are elements that can explain the use of the social
media by Millennials. On the other hand, Vaterlaus et al. (2016), explains the dynamic
factors with the term Snapchatverse, which refers to the virtual universe created by the
socio-emotional interaction of the users, the necessities, and the distinctive properties of the
Snapchat ephemeral content. When defining the dynamic factors, is established that all the
attitudes of an individual, are transmitted through the dynamic interaction of social media
(Wang et al. 2013). The authors also clarify that the dynamic factors can explain the use of
the social media given to the gratifications that can generate the social media in the
Millennials (Wang et al. 2013). It establishes as well that the social environment affects the
social media use (Song and Yoo, 2016; Elefant, 2011; Pelet et al. 2017; Wang et al. 2013)
significantly. The Use &Gratifications Theory is the adequate theoretical framework to
provide answers.
2.3.1 Theory of Use & Gratifications
Ruggiero (2000) clarifies that the studies of the Use & Gratifications theory and its
investigative evolution, try to explain how media is used to satisfy needs and analyzes the
motivations from certain behaviors. Wang & Yang (2011) explains that the processing of
messages can be significant about the previous consumer experience of the content. Karimi
et al. (2014), details that the theory searches as an objective to comprehend the motivations
and behavior of audiences. The author divides it into two segments: (a) the factors that
impulse the use and (b) the demographic factors.
6
Wang et al. (2012) conclude that the Use & Gratifications Theory, explains the
dynamic factors, which is driven by four categories: (a) emotions (b) cognitive effect (c)
the social and (d) the common form. Molden (2014), clarifies that the stimulations of the
social representations are activated incidentally, which affects the thoughts and behaviors.
Other studies show that the interactivity between the Millennials consumers and the brand
are based on experience, training, information, and participation (Hartmann et al., 2017).
Snapchat reflects higher scores for spending time, sharing problems and improving the
social knowledge (Phua et al. 2017). The research agenda on social media and Millennials
(Bolton et al. 2013), identifies various types of use as sharing and participation. The authors
highlight the necessity of research, in the absence of studies that explain the Millennials
social media use. Even the use of the social media can impact other types of use as the
interaction with the brands. Before these precedents, the investigators propose the
following hypothesis:
𝐻2 Millennials self-expression, transmitted through the Use of Snapchat generates
gratifications before the brand content exposed, having a positive effect with the sharing of
content and participation.
𝐻3 Millennials self-expression, transmitted through the Use of Snapchat generates
gratifications before the brand content exposed, having a positive effect with the Brand
Interaction.
2.4 Share, Participation and Brand Interaction through the Use of Snapchat.
Okazaki et al. (2013), details that the companies encounter a dynamic and
interconnected environment, where the strategies of content are more personalized in the
functions of the traits of a targeted segment. Study details that the participation and the
sharing of contents are related with the content exposed to the public targeted, making an
impact in use (Pelet et al., 2017). When defining the social media use is a technology that
facilitates the interactive information, the content created by the user and the collaboration
7
(Song and Yoo, 2016). Even though the social media share the functions of the traditional
media of proportioning the content to the users, they are differences in the relations of users
and the content (Song and Yoo, 2016; Elefant, 2011). Pelet et al. (2017), establishes that to
motivate Millennials, to share and participate, it is necessary to create content through the
target audience expectations.
Investigations show that the use of the social media moderates the effect of sharing
content (Baert & Pandelaere 2013) and its reaction will depend on the quantity of the
content exposed (Arendt, 2015). Other data reveal that the social media use and its effect on
socialization and brand interaction strengthen with the consumer’s participation (Gascón et
al. 2016; Hamilton et al., 2016); & Wang et al., 2007). Consequently, the few studies of
Snapchat portray that the modality of content auto destruction drives Millennials to the
effect of sharing the brand content faster and frequently (Utz et al., 2015). This ephemeral
and creative content exposition leads to gratifications that drive to a greater participation
with the brands. Other data of interest shows that an increased participation with the brands
by Millennials drives the user a higher level of exchange (Phua et al. 2017). An aspect of
interest reflects that a high intensity of use of Snapchat was more associated to the linkage
with the user (Piwek & Joinson, 2016). Thus, the influence that generates the social media
is based on the new generations, causing a more trustworthy interaction (Mitchell et al.
2016).
Liuhan et al. (2016), details that the younger consumers maintain a greater
commitment with brands and the ways of communication. Studies reveal that a greater
interaction with the brand brings as a result, a higher participation and engagement with the
contents (Kohler et al., 2011; Mitchell et al. 2016; Wang et al., 2007). Amusing, relevant
8
and entertaining contents are some of the factors that drive participation and motivation to
share (Rohm et al. 2013). Anderson et al. (2014), explains that the interaction has
consequences on the consumer’s behavior because it becomes the precedent of another. As
a result, there’s an increase in the purchase motivation because of a higher degree of
satisfaction, content exposition and participation in the social media (Aluri et al. 2016, Hall
& Tows, 2017, Veloutsou et al. 2017). Ho et al. (2017), details that sharing personal and
consumer experiences promote impulsive purchase behaviors. A study detail that Snapchat
provokes higher engagement over the ephemeral content which brings as a result, more
commitment and trust associated with brands (Frady 2017., Wakefield, 2016).
Nevertheless, the Snapchat investigations are limited, for it raised the following hypothesis:
𝐻4 The gratifications generate the participation and sharing of brand contents in
Millennials, maintain a positive effect with the brand interaction.
2.6 Purchase Motivation
Nedra et al. (2015), defines purchase motivation as an action that pushes the
consumer to buy a product in a specific place. Song and Yoo, (2016), expose that the social
networks have changed the process of services consumption and it’s not exclusively
unidirectional. The online consumers, participate in a variety of activities such as build
friendships, the creation of content and sharing information, experiences and opinions,
(Song &Yoo, 2016 & Khang et al., 2012). As the consumers spend more time on social
media, the decisions of purchase have been highly influenced by the interactions through
the networks. Therefore, the companies are making emphasis on the strategies where the
communication platforms used with two objectives: (a) reach the consumers and (b) take a
competitive advantage (Song and Yoo, 2016 & Heinrichs et al., 2011; Hastings &
Saperstein 2010).
9
The communication portals demonstrate that Snapchat has placed as a tendency the
use of ephemeral content, with the objective to provoke the brand visibility and impulse the
purchase motivation. Sashittal et al. (2016), explains that Millennials and the use of
ephemeral contents allow a greater engagement in the instant gratification. Vaterlaus et al.
(2016), explains the ephemeral content as the sending of images, videos, and text, where
the receptors will have limited time to access these contents before being destroyed. Thus
an ephemeral content provides an instant gratification causing the action (Ekman, 2015).
Mollá et al. (2014), mentions that all decision-making process begins when the consumer
needs, desires or wants to engage in the purchase and consumer’s behaviors, in response to
determined stimulants. Before this precedent, the investigators present the following
hypothesis:
𝐻5 The Gratifications that generate in the Millennials the Use of sharing content and
participation with the brands through Snapchat, impacts in a positive manner the purchase
motivation.
𝐻6 The Gratifications that generate in the Millennials the Use of Snapchat through the
interaction with the brands, impacts in a positive manner the purchase motivation.
After the literature revision and through the proposed research framework. The
investigators present the following map of relations between variables.
Figure 1- Research Framework between variables
10
3.0 Method
The investigators developed an exploratory study with the convenience sample of
the Snapchat users, of the Millennials generation residing in Puerto Rico. A simple
transversal technique was used to collecting data, which allows to generate and explore the
hypothesis in the subject of study (Hernández., & Velasco-Mondragón 2000, Malhotra
2010). The quantitative methodology was used for this investigation through an applied
survey and structural equations modeling (SMART PLS), for the analysis of results.
3.1 Instrument Design
The research instrument was created after an extensive literature revision,
considering the proposed model (Bolton et al. 2013), for the social media research agenda
with a Millennials. The first draft of the instrument was submitted to a panel of three
experts for the validation process. After clarifying the definitions and expressions,
11
according to the recommendations received, a pretest was administered to 70 participants
with similar traits of the sample. After analyzing the results, the last version of the
instrument finished in 32 reactive in Likert scale segments in the variables: Stable Factors,
Dynamic Factors, Use of Snapchat and Purchase Motivation.
3.2 Sample Unit & Data Recollection
On the first hand, the investigators determined the sample unit for the data
recollection. The requirement to participate was, to be men or women born from 1980 to
2000, which belong to the millennial generation, where their age range is 18 to 35 years old
in the data recollection time. In the second place, the participants should be active users of
the Snapchat for last year. The recollection of the data was between the months, October to
December 2016. The data was recollected through an electronic survey using the Survey
Monkey platform. On the invitation was included an explication of the research objectives,
the participation requirements, and it was detailed that their participation was free and
voluntary.
In the end, the investigators received 503 surveys, and after the initial data revision,
only 454 surveys were valid to use for the analysis process. Some of the more significant
demographic data were that 61.83% were women, n=277 and 37.17% were men, n=171,
and 47.46%, n=215 were college students. Ultimately, the recollected sample is significant
to the subject of study. Wolf et al. (2013), establishes that considering the statistical power
in the structural equations models, the sample must be in the range of 30 to 460 cases.
3.3 Analysis
Structural equations modeling (SMART PLS) were used to evaluate the results of
this exploratory research. The utilization of this method by the investigators was based on
12
the partial least squares structural equation modeling, allows the researcher operate the
theories and the appropriate construction of statistical models. On the other hand, allows to
analyze and generate predictions through the data in a measurable form, explaining the
phenomenon is conceptually (Salgado., & Espejel. 2016., Richter., Cepeda., Roldán, &
Ringle 2015., Hair, et al. 2016). The analysis initiates with the study of the model's validity
and reliability. After, the investigators analyzed the hypothesis, using two analysis
methods, PLS and the algorithm Boostraping. Through the results of the Boostraping
algorithm, the hypothesis presented, will be supported or rejected.
3.4 Structural Equations Validity and Reliability
The first step of the analysis was the validity and the internal consistency (See Table
1). The analysis starts through Alpha coefficients. The results showed being in the .790
to.907 range and are satisfactory according to .70 criteria (Nunnally’s, 1978., Malhotra,
2010., Hair, et al., 2016). In the second place, the investigators analyzed the indicators of
the measurement model. In this phase, the factor loading was analyzed, where the majority
are .70, demonstrating a high level of consistency in each included asseveration (Hair et al.,
2011 y Henseler., Ringle & Sinkovics, 2009). Also, is observed that some of the factor
loadings are slightly less than .70. Beavers et al. (2013) established that all loads that are
above .60 the level of consistency, the asseveration must maintain a minimum sample of 85
participants. This investigation included 454 participants, which it will not reflect problems
in the internal consistency.
The next step was to analyze the validity diagnostic in the reflexive measurement
model, which focuses on the convergent and discriminant validity. In the case of the
convergent validity, the values of the average variance extracted (AVE) were analyzed, if it
13
shows quantities superior that 0.50 in all constructs. The data showed superior AVE to
0.509 indicating a high convergent validity, which means that the latent variables explain
more than half of the variance of its indicators (Hair et al., 2014). Another indicator to
analyze the convergent validity is through the composite credibility. The results are above
.879, which is acceptable according to .70 criteria (Hair et al., 2011).
Table 1: Validity and reliability test for structural equation model
The next step was the analysis of the discriminant validity with the objective of
detecting none significant variance, between the different variables that can have the same
meaning. The Fornell-Larcker Criterion was used for this analysis, which is detailed in
Table 2. Observing the data in the diagonal line, presents the results in the AVE values
square root, while the rest of the cells show the correlation data between constructs. The
reflexive constructs results, meet the criteria Fornell-Larcker, demonstrating that there’s no
14
significant variance between the different variables that could have the same meaning
(Luque, 2000; Fornell & Larcker 1981).
Table 2: Discriminant Validity Test for structural equation model
Dynamic
Factor
Purchase
Motivation
Stable
Factors
Use with
Interactions
of Content
Use with
Brand
Interactions
Dynamic Factor 0.714
Purchase Motivation 0.460 0.826
Stable Factors 0.815 0.408 0.738
Share and Participating 0.640 0.646 0.475 0.729
Brand Interactions 0.499 0.781 0.378 0.657 0.801
3.5 Data Analysis
After analyzing and demonstrating the validity and reliability of the research, we
began in the analysis of results for the proposed hypothesis. The investigators analyzed the
data through the levels of correlation between the study variables through PLS. In the
second place, the Boostraping algorithm, through the SMART PLS system is used for the
support or rejection of the hypothesis. The Boostraping algorithm results represent the
values of the t test of variables and indicators, which allows supporting the hypothesis and
indicate the significance level of 95 or 99%, as obtaining the model conclusions and
implications (Wong, 2013).
As figure 2 demonstrates, the research model has a good predictive power. The data
𝐻1 (β=0.815, t= 33.793) presents a strong relation on how the Millennials expression with
the environment, impulses to share their self-expression through Snapchat, which is why
the hypothesis is supported. In relation to the dynamic factors the data reflect various point
of interest (𝐻2 & 𝐻3). There’s a strong relation observed (𝐻2 β=0.640, t= 22.342), where
the dynamic factors have a positive effect on the Millennials sharing content and
15
participation in Snapchat. Moreover, it was observed a weak relation between the Brand
interaction (𝐻3 β=0.133, t=2.431). Both hypotheses are supported, nevertheless, the data
presents a point of interest. The gratifications that generate the use of Snapchat by
Millennials, produce a greater positive effect through the dynamic factors which bring as a
result, faster sharing and participation with the brands. Even the data reveals that the
variance is explained by the dynamic factors in 66% (𝑅2 = 0.664) of the other variable
group.
In relation, if the gratifications that generate in Millennials the participation and
sharing contents of brands in Snapchat maintains a positive effect with the Brand
Interaction (𝐻4 β=0.572, t=12.335) the hypothesis is supported. The data presents that once
exposed to the appropriate content to the targeted audience, generate gratifications that
impulses at the same time the brand interactions. At the end and while analyzing how the
Use of Snapchat impacts on the purchase motivations (𝐻5 𝑦 𝐻6), both hypotheses are
supported. The data reflects a moderate relation when analyzing the impact of the
gratifications, that the Snapchat Use through participation and sharing content (𝐻5 β=0.234,
t=5.299) of the purchase motivations. Nevertheless, once the company reaches
gratifications towards the brand interaction (𝐻6 β=0.627, t=15.765) the data reflects a
strong relation. Therefore, the interaction with the brands impacts significantly the purchase
motivation. Even the purchase motivation explains the model in 64% (𝑅2 = 0.642).
16
Graphic 2- Structural Model Hypothesis Test
4.0 Conclusions and Implications
Snapchat maintains the self-expression as a value promise to its users. This study
analyzed how Millennials individual expression (stable factors) through the environment,
drives the individual expression through Snapchat (dynamic factors). Secondly, analyzed
how the individual expression through Snapchat (dynamic factors), maintains a positive
impact through use. Lastly, it studied how the Snapchat Use can have a positive impact
towards the purchase motivation. The research findings support the following conclusions.
First, the stable factors play a relevant role towards the Snapchat attitude for Millennials.
This factor brings, as a result, the interaction which makes the initiative select and utilizes a
way to satisfy their necessities and desires of individual expression. On the second hand,
the dynamic factors are vital to explain the Snapchat use. Once the user’s expression is
transferred to the media, produces gratifications and relation with the brands, which boost
17
with greater strength, to share and participate in the brand content. In third place, Snapchat
provides a way to connect the users with the brands in a unique manner and more
personalized through the user’s interest. The results of this research support that the
communication model has changed and has been a part of the competitiveness gap of the
other social media. Finally, the data shows that once the user achieves a positive interaction
with the brand through the exposed content, promotes the purchase motivation. The data of
this investigation reveal that the Snapchats ephemeral content model generates
gratifications that promote behaviors that lead to action. The strategies of the ephemeral
offers, discount coupons, a dynamic communication, fresh, amusing and real content, will
be relevant to connect with Millennials and boost the purchase motivation.
This research presents significant contributions and implications of the Use &
Gratification Theory: first, Millennials await instant gratifications and maintain a low
disposition to conform. Then the Snapchat ephemeral content model (Video, Text, and
Photos) shapes the user’s expectations which create a greater influence and relation with
the media through the generated gratifications. In the second place, Snapchat responds to its
value promise of the self-expression, which comes from the personalities, the contexts and
the user’s interaction with the social network. Khan (2017) details that the interaction of
content generates gratifications and boost search motivation. Then, the establishment of
relationships, an active and personalized communication, reach the gratifications that
Millennials search for. Lastly, the data of this study reflects that the dynamic factors
explain the variance, then the other variable group. The theory establishes as its objective to
persuade the existent attitudes, making the user the protagonist and the generator of
contents. This is an important fact because the Snapchat communication model connects
with the Millennials necessities of greater gratification. In the end, Snapchat responds
18
uniquely to the Millennials expectations, through the dynamic factors facilitated by the
user’s personality, the context of the gratification and the interactions that will achieve
through the use as established by the theory.
5.0 Limitations and Future Investigations
Between the research limitations, the investigators identified the existence of other
factors than explaining the use variable as the search, the paying, and the consumption.
Second, it was not contemplated the observation of the intensity of Snapchat Use. This
variable can be of great interest with the objective of analyzing how the time of use in the
media come into play about the gratifications generated by Snapchat. In third place, the
sample was as a convenience. This may result in bias problems before the possible
inferences that can emerge over all of the population. To overcome this limitation, the
investigators established a rigor in the participation moment, explaining the participation
requirements. Lastly, this investigation recollects all data from a transversal design. To
solve this limitation, the investigators recommend the use of a longitudinal design, with the
objective of observing if there’s a change over time. This strategy can allow future
investigators observe causality patterns. The causality effect allows future investigators to
illustrate causes about the Snapchat use. Araguen (2007) arguments that to overcome this
limitation there should be the focus of the degree in which the investigator simplifies the
experience, formation, and socialization by the recommended methodology.
Future investigations through the Use & Gratification Theory is recommended to
analyze the moderate effects about the Snapchat Use and the gratification that this
generates, drives the purchase motivation. Is worthwhile for this variable to be considered
in the evaluation, to understand how the constant time of use, influence in the way that the
19
users interact with the content and the companies. The second recommendation is to study
the relation with the dependence of the Snapchat use. This variable results interesting, it
will allow to comprehend how the motives of Millennials through the search of constant
gratification, drive a certain behavior before a stimulus. Ultimately, is recommended to
study if the ephemeral content strategies in Millennials and their relationship with the
impulsiveness to purchase. The ephemeral content model is centered on providing offers of
short duration, amusing elements, and some others. This recommendation will allow
observing the efficiency and possible changes in the consumer’s behavior.
The new Marketing communication change through Snapchat and Millennials is a
subject that should be explored even more. The investigators raise the necessity of
expanding additional investigations about the effects of Marketing strategies in Snapchat
and its impact on Millennials. This study presents how the Snapchats self-expression
promise, generates gratifications in Millennials through the use, and how the Snapchats
communication model expands the fight of users for the different social media.
6.0 References
Aluri, A., Slevitch, L., & Larzelere, R. (2016). The Influence of Embedded Social Media
Channels on Travelers’ Gratifications, Satisfaction, and Purchase Intentions.
Cornell Hospitality Quarterly, 57, (3), 250-267.
20
Anderson, K. (2015). Getting acquainted with social networks and apps: Snapchat and the
rise of ephemeral communication. Library Hi Tech News, 32 (10) 6- 10.
Araguen, G. (2007). Systemized action research as an intervention strategy in the training
of teachers as researchers. National Experimental University, 28(82), 178-195.
Arendt, F. (2015). Toward a Dose-Response Account of Media Priming. Communication
Research, 42(8), 1089-1115.
Baert, S., & Pandelaere, M. (2013). I'Ll Have What She'S Sharing: The Effect of Social
Media on Experience Consumption. Advances in Consumer Research, 41, (1). 1-2.
Bagozzi, R.P. and Dholakia, U.M. (2002), Intentional social action in virtual communities.
Journal of Interactive Marketing, 16 (2) 2-21.
Bayer, J. B., Ellison, N. B., Schoenebeck, S. Y., & Falk, E. B. (2016). Sharing the small
moments: ephemeral social interaction on Snapchat. Information, Communication &
Society, 19(7), 956-977.
Beavers, A. S., Lounsbury, J. W., Richards, J. K., Huck, S. W., Skolits, G. J., & Esquivel,
S. L. (2013). Practical considerations for using exploratory factor analysis in
educational research. Practical assessment, research & evaluation, 18(6), 1-13.
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., ...
& Solnet, D. (2013). Understanding Generation Y and their use of social media: a
review and research agenda. Journal of Service Management, 24(3), 245-267.
Chen, X., Sin, S. C. J., Theng, Y. L., & Lee, C. S. (2015). Why Students Share
Misinformation on Social Media: Motivation, Gender, and Study-level Differences.
The Journal of Academic Librarianship, 41(5), 583-592.
Ekman, U. (2015). Complexity of the ephemeral - snap video chats. Empedocles: European
Journal for The Philosophy of Communication, 5(1/2), 97-101.
Elefant, C. (2011). The power of social media: legal issues & best practices for utilities
engaging social media. Energy LJ, 32, (1), 4-12. 18
Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Equation Models with
Unobservable Variables and Measurement Error. Journal of Marketing Research,
18, (1) 39-50.
Frady, D. (2011). Millennials' personal connection with brands via social media tools
(Order No. 1508395). Available from ProQuest Dissertations & Theses Global.
(1010409431). Retrieved from
21
http://librarylogin.suagm.edu:84/?url=http://search.proquest.com/docview/1010409
431?accountid=28867
Gascón, J. F. F., Bernal, P. M., López, E. S., & Rodríguez, J. R. (2016). New Digital
Metrics in Marketing: A Comparative Study on Social Media Use. In Media and
Metamedia Management. Springer International Publishing, 503, 343-350.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed, a silver bullet. Journal
of Marketing theory and Practice, 19(2), 139-152.
Hair, J., Hult, H., Ringle., C., & Sarstedt, M. (2016). A Primer on Partial Least Squares
Structural Equation Modeling (PLS-SEM) 2 ed. SAGE Publications, London:
United Kingdom.
Hall, A., & Towers, N. (2017). Understanding how Millennial shoppers decide what to buy:
digitally connected unseen journeys. International Journal of Retail and
Distribution Management 45, (5), 498-517.
Hamilton, M., Kaltcheva, V. D., & Rohm, A. J. (2016). Hashtags and handshakes:
consumer motives and platform use in brand-consumer interactions. Journal of
Consumer Marketing, 33(2), 135-144.
Hargittai, E. & Hinnant, A. (2008). Digital inequality: differences in young adults’ use of
the internet. Communication Research, 35 (5) 602-621.
Harris, J.L., Bargh, J.A. & Brownell, K.D. (2009). Priming Effects of Television Food
Advertising on Eating Behavior. Health Psychology, 28, 4, 404-413.
Hartmann, P., Apaolaza, V., He, J., Barrutia, J. M., & Echebarria, C. (2017). The
Relationship between Gratifications from Social Networking Site Use and
Adolescents’ Brand Interactions. In Advances in Advertising Research, 7, 29-41.
Springer: Fachmedien Wiesbaden.
Hastings, H., & Saperstein, J. (2010). How social media can be used to dialogue with the
customer. Ivey Business Journal, 30, 1-2
Heinrichs, J.H., Lim, J.S. and Lim, K.S. (2011), Influence of social networking site and
user access method on social media evaluation, Journal of Consumer Behavior, 10
(1), 347-355
Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path
modeling in international marketing. Advances in international marketing, 20(1),
277-319.
22
Hernández, B., & Velasco-Mondragón, H. E. (2000). Encuestas transversales. Salud
pública de méxico, 42(5), 447-455.
Horst, H. A. (2011). Free, social, and inclusive: Appropriation and resistance of new media
technologies in Brazil. International Journal of Communications, 5 (6) 437-462.
Hsu, M., Chang, C., Lin, H., & Lin, Y. (2015). Determinants of continued use of social
media: the perspectives of uses and gratifications theory and perceived interactivity.
Information Research, 20(2), 1-14
Karimi, L., Khodabandelou, R., Ehsani, M., & Ahmad, M. (2014). Applying the Uses and
Gratifications Theory to Compare Higher Education Students' Motivation for Using
Social Networking Sites: Experiences from Iran, Malaysia, United Kingdom, and
South Africa. Contemporary educational technology, 5(1), 53-72.
Khan, M. L. (2017). Social media engagement: What motivates user participation and
consumption on YouTube. Computers in Human Behavior, 66, 236-247.
Khang, H., Ki, E.J. and Ye, L. (2012). Social media research in advertising,
communication, marketing, and public relations. Journalism and Mass
Communication Quarterly, 89 (2) 279-298.
Kohler, T., Fueller, J., Matzler, K., Stieger, D., & Füller, J. (2011). Co-creation in virtual
worlds: The design of the user experience. MIS quarterly, 35, (3),773-788.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media
environments: The role of parasocial interaction. Journal of Interactive Marketing,
28(2), 134-148.
Liuhan Z, Yongqiang Sun, N & Wang Xi, Z, (2016). Understanding the influence of social
media on people’s life satisfaction through two competing explanatory mechanisms.
Aslib Journal of Information Management, 68 (3) 347- 361.
Luque, T (2000). Técnicas de Análisis de Datos en Investigaciones de Mercado. Editions
Pirámide: Madrid: Spain
Malhotra, N (2010). Marketing Research: An Applied Orientation, 6th Ed. Prentince Hall.
Upper Saddle: New Jersey.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), 357-365.
McCann, M & Barlow, A (2015). Use and measurement of social media for SMEs. Journal
of Small Business and Enterprise Development, 22 (2) 273 – 287. 20
23
Mitchell, H., Velitchka D., Kaltcheva, A. (2016). Hashtags and handshakes: consumer
motives and platform use in brand-consumer interactions. Journal of Consumer
Marketing, 33 (2) 135 – 144.
Molden, D. C. (2014). Understanding priming effects in social psychology: What is “social
priming” and how does it occur? Social Cognition, 32(Supplement), 1-11.
Molla, A., Berenguer, G., Gómez, M., & Quintanilla, I. (2014). Comportamiento del
consumidor. Barcelona: Editorial UOC.
Moore, M. (2012). Interactive media usage among millennial consumers. Journal of
Consumer Marketing, 29(6), 436-444.
Nedra, B. A., Sharma, S., & Dakhli, A. (2015). Perception and motivation to purchase
organic products in Mediterranean countries: An empirical study in Tunisian
context. Journal of Research in Marketing and Entrepreneurship, 17(1), 67-90.
Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill
Okazaki, S., & Mendez, F. (2013). Exploring convenience in mobile commerce:
Moderating effects of gender. Computers in Human Behavior, 29(3), 1234-1242.
Pelet, J. É., Ettis, S., & Cowart, K. (2017). Optimal experience of flow enhanced by
telepresence: Evidence from social media use. Information & Management, 54(1),
115-128.
Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of Using Facebook, Twitter,
Instagram, or Snapchat to Follow Brands: The Moderating Effect of Social
Comparison, Trust, Tie Strength, and Network Homophily on. Telematics and
Informatics, 34 (1) 412–424.
Piwek, L., & Joinson, A. (2016). What do they snapchat about? Patterns of use in time-
limited instant messaging service. Computers in Human Behavior, 54, 358-367.
Richter, N. F., Cepeda, G., Roldán, J. L., & Ringle, C. M. (2015). European management
research using partial least squares structural equation modeling (PLS-SEM).
European Management Journal, 33(1), 1-3.
Rohm, A., D. Kaltcheva, V., & R. Milne, G. (2013). A mixed-method approach to
examining brand-consumer interactions driven by social media. Journal of Research
in Interactive Marketing, 7(4), 295-311.
Ruggiero T. (2000) Uses and Gratifications Theory in the 21st Century. Mass
Communication & Society 3(1):3-37.
24
Sago, B. (2010). The Influence of Social Media Message Sources on Millennial Generation
Consumers. International Journal of Integrated Marketing Communications, 2, (2),
7-18.
Salgado Beltrán, L., & Espejel Blanco, J. E. (2016). Analysis Of The Study Of Causal
Relationships In Marketing. Innovar, 26(62), 79-94. 21
Sashittal, H. C., DeMar, M., & Jassawalla, A. R. (2016). Building acquaintance brands via
Snapchat for the college student market. Business Horizons, 59(2), 193-204.
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on
consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-
214.
Snapchat (2017). Audience & Engagement. Retrieved from https://www.snapchat.com/ads
Soffer, O. (2016). The Oral Paradigm and Snapchat. Social Media+ Society, 2, (3),
1-4.
Song, S & Yoo, M. (2016). The role of social media during the pre-purchasing stage.
Journal of Hospitality and Tourism Technology. 7 (1) 84 – 99.
Sweeney, R. (2005) Reinventing Library Buildings and Services for the Millennial
Generation. Library Administration & Management 19, (5),166-175.
Utz, S., Muscanell, N & Khalid, C. (2015). Snapchat Elicits More Jealousy than Facebook:
A Comparison of Snapchat and Facebook Use. Cyber psychology, Behavior, And
Social Networking, 18, (3), 141-146.
Vaterlaus, J. M., Barnett, K., Roche, C., & Young, J. A. (2016). “Snapchat is more
personal”: An exploratory study on Snapchat behaviors and young adult
interpersonal relationships. Computers in Human Behavior, 62, 594-601.
Veloutsou, C., Aldas-Manzano, J., & Ruiz-Mafe, C. (2017). The Dual Nature of Spreading
Negative eWOM for Branded Offers: Emotional Reaction or Social Response? –A
Structured Abstract. In Creating Marketing Magic and Innovative Future Marketing
Trends (pp. 471-476). Springer: Cham.
Wakefield, R., & Wakefield, K. (2016). Social media network behavior: A study of user
passion and affect. The Journal of Strategic Information Systems, 25(2), 140-156.
Wang, F. Y., Carley, K. M., Zeng, D., & Mao, W. (2007). Social computing: From social
informatics to social intelligence. IEEE Intelligent Systems, 22, (2) ,79-83.
25
Wang, K., & Yang, X. (2011). Counterfactual Priming Effects on Advertising Persuasion.
Advances in Consumer Research,38, (1), 1-3.
Wang, X., Yu, C., & Wei, Y. (2012). Social media peer communication and impacts on
purchase intentions: A consumer socialization framework. Journal of Interactive
Marketing, 26(4), 198-208.
Wolf, E. J., Harrington, K. M., Clark, S. L., & Miller, M. W. (2013). Sample size
requirements for structural equation models an evaluation of power, bias, and
solution propriety. Educational and Psychological Measurement, 73(6), 913-934.
22
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-SEM)
techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Wong, K. K. K. (2013). Partial least squares structural equation modeling (PLS-
SEM) techniques using SmartPLS. Marketing Bulletin, 24(1), 1-32.
Zhang, T., Abound Omran, B., & Cobanoglu, C. (2017). Generation Y’s positive and
negative eWOM: use of social media and mobile technology. International Journal
of Contemporary Hospitality Management, 29, (2) 732-761.
top related