Title: Is Snapchat a good place to advertise? How media characteristics influence college-aged young consumers' receptivity of Snapchat advertising

Authors: Huan Chen; Yoon-Joo Lee

Addresses: College of Journalism and Communications, University of Florida, 2074 Weimer Hall, 1885 Stadium Road, P.O. Box 118400, Gainesville, FL 32611, USA ' The Edward R. Murrow College of Communication, Jackson Hall, Room 200D, P.O. Box 642530, Pullman WA 642530, USA

Abstract: In recent years, Snapchat has gradually gained popularity among young consumers, and more and more companies have included Snapchat into their mobile marketing campaigns. However, only little academic research has been conducted to explore Snapchat marketing. In order to fill the research gap, the current study is designed to investigate how perceived media characteristics of Snapchat influence college-aged young consumers' receptivity of Snapchat advertising by using a mixed method research design. The qualitative study revealed that according to college-aged consumers, Snapchat is the most intimate, casual, and dynamic medium which provides them with information, socialisation, and entertainment. The quantitative study uncovered that the perceived intimacy and casualty have a positive impact on young consumers' attitude toward Snapchat; only the perceived intimacy has a positive impact on purchase intention towards brands advertised on Snapchat. Theoretical and practical implications were offered.

Keywords: Snapchat; social media; social media marketing; mobile marketing; mobile advertising; mixed method.

DOI: 10.1504/IJMC.2018.095129

International Journal of Mobile Communications, 2018 Vol.16 No.6, pp.697 - 714

Received: 22 Dec 2016
Accepted: 25 Sep 2017
Published online: 01 Oct 2018 *

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