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A Snapchat Marketing Perspective: Examining the Personality Traits and Motives that Predict Attitudes Toward and Engagement with Non-Sponsored and Sponsored Content in Snapchat.

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Date Issued:
2017
Abstract/Description:
Social networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online survey with 606 participants showed that the main motives of using Snapchat were social information seeking, entertainment, and impression management. Multiple regression analyses were used to determine what personality traits predict the motives for using Snapchat. Finally, hierarchical multiple regressions were used to examine the models that predict attitudes toward the non-sponsored and sponsored features in Snapchat as well as the engagement with them. Recommendations for practitioners were given to help them develop marketing strategies in Snapchat.
Title: A Snapchat Marketing Perspective: Examining the Personality Traits and Motives that Predict Attitudes Toward and Engagement with Non-Sponsored and Sponsored Content in Snapchat.
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Name(s): Sousa Garnica, Tiany, Author
Kinnally, William, Committee Chair
Rubenking, Bridget, Committee Member
Sellnow, Deanna, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2017
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Social networking sites (SNS) have revolutionized the communication between consumers and brands, publishers, and marketers. These platforms have become a way for advertisers to communicate directly and engage users with content that is innovative and less intrusive. The aim of this research is to examine the personality traits and motives (based on the uses and gratifications theory) that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. An online survey with 606 participants showed that the main motives of using Snapchat were social information seeking, entertainment, and impression management. Multiple regression analyses were used to determine what personality traits predict the motives for using Snapchat. Finally, hierarchical multiple regressions were used to examine the models that predict attitudes toward the non-sponsored and sponsored features in Snapchat as well as the engagement with them. Recommendations for practitioners were given to help them develop marketing strategies in Snapchat.
Identifier: CFE0006799 (IID), ucf:51825 (fedora)
Note(s): 2017-08-01
M.A.
Sciences, Communication
Masters
This record was generated from author submitted information.
Subject(s): Snapchat -- marketing -- advertising -- branding -- social media -- social networking sites -- personality traits -- uses and gratification theory -- attitudes -- engagement -- behaviors
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0006799
Restrictions on Access: public 2017-08-15
Host Institution: UCF

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