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.
Master of Arts (M.A.)
College of Sciences
Communication; Mass Communication Track
Length of Campus-only Access
Masters Thesis (Open Access)
Sousa Garnica, Tiany, "A Snapchat Marketing Perspective: Examining the Personality Traits and Motives that Predict Attitudes Toward and Engagement with Non-Sponsored and Sponsored Content in Snapchat." (2017). Electronic Theses and Dissertations. 5567.