Millennial Consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase

This research examines data on 454 participants from the millennial generation. Through the theory of uses and gratifications, the researchers analyze how content strategies employed by the Snapchat impact the use and sharing of content. In addition, motivations for impulsive purchases are analyzed. This exploratory study uses quantitative methodology through an applied survey. The researchers make use of partial least squares structural equations (SMART-PLS). The results contribute to the theory through the identification of gratification factors such as interaction, relationship management, purchase savings, information, interactivity, easy access to content, distraction, creativity, fun and dynamism.