Study: How Young Consumers Respond to Advertising on Snapchat is Impacted by How They Perceive Promotion on the Platform
Young consumers response to advertising on Snapchat is affected by how they perceive promotion on the social media platform. The findings by Huan Chen, University of Florida College of Journalism and Communications (UFCJC) Advertising Department interim chair and associate professor, and Yoon-Joo Lee were featured in “How Perceived Characteristics and Personality Share the Value of Advertising on Snapchat: A Mixed Method Study” published in the Journal of Digital & Social Media Marketing, Vol. 10.
The authors used two studies to explore young consumers’ receptivity to advertising on Snapchat. The first adopted a qualitative approach to uncover the rich meanings that young consumers construct for Snapchat advertising. The second study used a quantitative approach to examine how young consumers’ responses to brand advertising on Snapchat are influenced by their personalities and their perception of Snapchat advertising characteristics.
According to the authors, “Snapchat has become one of the most popular social media platforms globally, especially among younger generations. Advertisers are eager to take advantage of this innovative tool to communicate and connect with these hard-to-reach consumers. Nevertheless, systematic and scholarly research on Snapchat advertising is scarce.”
They add, “The current study could serve as a foundation to provide valuable theoretical and practical insights, not only regarding advertising on Snapchat, but also for social media advertising in general. In particular, the current study also identifies the rich meanings that young consumers construct for Snapchat advertising and how their perception shapes their responses to Snapchat promotion, providing an important lens through which to explore the effectiveness of this platform, and crucial guidance for practitioners seeking to design effective marketing campaigns on Snapchat.”