Millenials: The gratifications generated using Snapchat and its impact on the interaction with brand content

Abstract

This article aims to analyze how dynamic factors impact Snapchat's use on the Millennial generation. Specifically, the Uses and Gratifications Theory is used to analyze how content exposure and interaction influences the increased use of Snapchat as a means of communication with businesses. The study involved 453 Millennials residing in Puerto Rico and Snapchat users. Structural equations were used, highlighting how gratifications drive the purchase motivation, and strengthen the bond and interaction with companies. Additionally, the results explain how greater effectiveness and responsiveness can be obtained from Millennials through Snapchat.