IDEAS home Printed from https://ideas.repec.org/a/aza/jdsmm0/y2023v10i3p270-282.html
   My bibliography  Save this article

How perceived characteristics and personality shape the value of advertising on Snapchat: A mixed method study

Author

Listed:
  • Chen, Huan

    (College of Journalism and Communications, USA)

  • Lee, Yoon-Joo

    (Edward R. Murrow College of Communication, USA)

Abstract

This paper uses a mixed methods study to explore young consumers’ receptivity to advertising on Snapchat. The first study adopts a qualitative approach to uncover the rich meanings that young consumers construct for Snapchat advertising. The second study adopts a quantitative approach to examine how young consumers’ responses to brands advertising on Snapchat are influenced by their personalities and their perception of Snapchat advertising characteristics. The study has important practical implications for marketers who want to use Snapchat to connect and communicate with their target audience.

Suggested Citation

  • Chen, Huan & Lee, Yoon-Joo, 2023. "How perceived characteristics and personality shape the value of advertising on Snapchat: A mixed method study," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(3), pages 270-282, February.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:270-282
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/7523/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/7523/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    Snapchat advertising; personality; mixed methods research; young consumers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:270-282. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.