Abstract

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.

Graduation Date

2017

Semester

Summer

Advisor

Kinnally, William

Degree

Master of Arts (M.A.)

College

College of Sciences

Department

Communication

Degree Program

Communication; Mass Communication Track

Format

application/pdf

Identifier

CFE0006799

URL

http://purl.fcla.edu/fcla/etd/CFE0006799

Language

English

Release Date

August 2017

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Share

COinS