Millennials: as vantagens geradas pelo uso do snapchat e seu impacto na interação com o conteúdo da marca
DOI:
https://doi.org/10.18046/j.estger.2019.152.3258Palavras-chave:
fatores dinâmicos, conteúdo, motivação para comprarResumo
Este artigo tem como objetivo analisar como fatores dinâmicos impactam o uso do Snapchat na geração Millennial. Especificamente a teoria do uso e da gratificação é usada para analisar de que maneira a exposição e a interação do conteúdo influencia um maior uso Snapchat como meio de comunicação com as empresas. O estudo envolveu 453 millenials residentes em Porto Rico e usuários do Snapchat. Foram utilizadas equações estruturais, da quais como os bônus aumentam a motivação da compra, fortalecem o vínculo e a interação como as empresas. Além disso, os resultados explicam de que modo pode-se obter maior eficácia e receptividade pela geração Millenial através do Snapchat.
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