ALEXA K FOX, CHININTORN NAKHATA (2016) "But First, Let Me Take a Selfie: A Multi-Method Exploration of Snapchat Marketing"

From Digital Culture & Society

Contents 1 But First, Let Me Take a Selfie”: A Multi-Method Exploration of Snapchat Marketing. AMA Winter Educators’ Conference Proceedings 1.1 Context 1.2 Overview 1.3 Strength and Weakness 1.4 Conclusion

[edit] But First, Let Me Take a Selfie”: A Multi-Method Exploration of Snapchat Marketing. AMA Winter Educators’ Conference Proceedings

Article Title: Nakhata, C., & Fox, A. K. (2016). “But First, Let Me Take a Selfie”: A Multi-Method Exploration of Snapchat Marketing. AMA Winter Educators’ Conference Proceedings, 27, C-84-C-85.

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[edit] Context

As the popularity of social media keeps rising in our modern digital culture, new methods of communication and new social networks are created seemingly everyday. One social media app that is growing in popularity is Snapchat. Snapchat is unique in the way that it operates because of the fact that photos and videos that users send to each other are automatically deleted after being viewed by the recipient. The new and exciting features and user interface of Snapchat has made the app extremely popular with young consumers. Because of the newness and youthfulness of the market, it has been hard for businesses to market and advertise on Snapchat.

[edit] Overview

There are 2 main objectives that is stated as the motivation for this research. The first objective is to understand the motivations to join Snapchat, Snapchat user behaviour, and attitudes towards marketing. The second objective was to study attention and emotion of the subjects in real time as they view Snapchat ads compared to Facebook ads. The particular subject group chosen for this research was millennial-aged college students. The study found that millennials tend to enjoy and positively respond to Snapchat marketing

[edit] Strength and Weakness

A great strength that this research paper has is the target audience that they used to conduct their research. The demographics of the people used for the study greatly mirror the target audience of the Snapchat app itself. As an app that is mainly used by millennial, school-aged teens/young adults, it is important that the research into marketing for this app reflects this market.

[edit] Conclusion

As a result of Snapchat’s real-time activity and the nonchalant-ness of the usage of the app, this makes Snapchat the perfect hub of social media entertainment for millennials living in the constant stream of entertainment and media.