Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca
DOI:
https://doi.org/10.18046/j.estger.2019.152.3258Palabras clave:
factores dinámicos, contenidos, motivación de compraResumen
El presente artículo tiene como objetivo analizar cómo los factores dinámicos impactan el uso de Snapchat en la generación Millennials. Específicamente, se utiliza la teoría de uso y gratificaciones para analizar cómo la exposición e interacción de contenidos influye en un mayor uso de Snapchat como medio de comunicación con las empresas. En el estudio participaron 453 Millennials residentes en Puerto Rico y usuarios de Snapchat. Se emplearon ecuaciones estructurales, a partir de lo cual se destaca cómo las gratificaciones impulsan la motivación de compra, fortalecen el vínculo y la interacción con las empresas. Adicionalmente, los resultados explican cómo se puede obtener mayor efectividad y receptividad por parte de la generación Millennials a través de Snapchat.
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