Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca

  • Maria De los M Santos-Corrada Associate Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico.
  • José A Flecha Assistant Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico
  • Evelyn Lopez Assistant Professor, School of Business & Entrepreneurship, Universidad Ana G Mendez, Gurabo, Puerto Rico.
  • Virgin Dones Associate Professor, School of Business & Entrepreneurship, Universidad Ana G. Mendez, Gurabo, Puerto Rico.
Palabras clave: factores dinámicos, contenidos, motivación de compra


El presente artículo tiene como objetivo analizar cómo los factores dinámicos impactan el uso de Snapchat en la generación Millennials. Específicamente, se utiliza la teoría de uso y gratificaciones para analizar cómo la exposición e interacción de contenidos influye en un mayor uso de Snapchat como medio de comunicación con las empresas. En el estudio participaron 453 Millennials residentes en Puerto Rico y usuarios de Snapchat. Se emplearon ecuaciones estructurales, a partir de lo cual se destaca cómo las gratificaciones impulsan la motivación de compra, fortalecen el vínculo y la interacción con las empresas. Adicionalmente, los resultados explican cómo se puede obtener mayor efectividad y receptividad por parte de la generación Millennials a través de Snapchat. 


La descarga de datos todavía no está disponible.


Alhabash, S. y Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook, Twitter, Instagram, and Snapchat among college students? SocialMedia+Society, 3(1), 1-12.

Alhabash, S., Park, H., Kononova, A., Chiang, Y. H. y Wise, K. (2012). Exploring the motivations of Facebook use in Taiwan. Cyberpsychology, Behavior, and Social Networking, 15(6), 304-311.

Aluri, A., Slevitch, L. y Larzelere, R. (2016). The Influence of Embedded Social Media Channels on Travelers’ Gratifications, Satisfaction, and Purchase Intentions. Cornell Hospitality Quarterly, 57(3), 250-267.

Anderson, K. (2015). Getting acquainted with social networks and apps: Snapchat and the rise of ephemeral communication. Library Hi Tech News, 32(10), 6-10.

Arendt, F. (2015). Toward a Dose-Response Account of Media Priming. Communication Research, 42(8), 1089-1115.

Baert, S. y Pandelaere, M. (2013). I'Ll Have What She'S Sharing: The Effect of Social Media on Experience Consumption. En: Simona Botti and Aparna Labroo (Eds), Advances in Consumer Research (Vol. 41). Duluth, MN: Association for Consumer Research.

Bayer, J. B., Ellison, N. B., Schoenebeck, S. Y. y Falk, E. B. (2016). Sharing the small moments: ephemeral social interaction on Snapchat. Information, Communication & Society, 19(7), 956-977.

Berthon, P. R., Pitt, L. F., Plangger, K. y Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261- 271.

Bolton, R., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Komarova, Y. y Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of Service Management, 24(3), 245-267.

Boyd, D.M. y Ellison, N.B. (2008). Social network sites: definition, history and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.

Chen, G. M. (2012). The impact of new media on intercultural communication in global context. China Media Research, 8(2), 1-10.

Chu, S. C., Kamal, S. y Kim, Y. (2013). Understanding consumers' responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158-174.

De Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S. y Marcati, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75, 272-282.

Duffett, R. G. (2015). Facebook advertising's influence on intention-to- purchase and purchase amongst millennials. Internet Research, 25(4), 498-526.

Ekman, U. (2015). Complexity of the ephemeral - snap video chats. Empedocles: European Journal for the Philosophy of Communication, 5(1/2), 97-101.

Elefant, C. (2011). The power of social media: legal issues & best practices for utilities engaging social media. Energy Law Journal, 32(1), 4-12.

Fornell, C. y Larcker, D.F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.

Frady, D. (2011). Millennials' Personal Connection with Brands via Social Media Tools (Master Thesis). Florida State University.

Gascón, J. F. F., Bernal, P. M., López, E. S. y Rodríguez, J. R. (2016). New Digital Metrics in Marketing: A Comparative Study on Social Media Use. En: Freire F., Rúas Araújo X., Martínez Fernández V., García X. (Eds), Media and Metamedia Management. Advances in Intelligent Systems and Computing (vol. 503). Cham: Springer.

Goh, K. Y., Heng, C. S. y Lin, Z. (2013). Social media brand community and consumer behavior: Quantifying the relative impact of user- and marketer-generated content. Information Systems Research, 24(1), 88-107.

Hair, J. F., Ringle, C. M. y Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. y Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks: Sage publications.

Hall, A., Towers, N. y Shaw, D. R. (2017). Understanding how millennial shoppers decide what to buy: Digitally connected unseen journeys. International Journal of Retail & Distribution Management, 45(5), 498- 517.

Hamilton, M., Kaltcheva, V. D. y Rohm, A. J. (2016). Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions. Journal of Consumer Marketing, 33(2), 135-144.

Hartmann, P., Apaolaza, V., He, J., Barrutia, J. M. y Echebarria, C. (2017). The relationship between gratifications from social networking site use and adolescents’ brand interactions. En: Christodoulides G., Stathopoulou A., Eisend M. (Eds), Advances in Advertising Research (Vol. VII). Wiesbaden: Springer Gabler.

Heinrichs, J. H., Lim, J. y Lim, K. (2011). Influence of social networking site and user access method on social media evaluation. Journal of Consumer Behaviour, 10(6), 347-355.

Henseler, J., Ringle, C. M. y Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. Advances in International Marketing, 20(1), 277-319. 80/08911762.2015.1133870

Henseler, J., Ringle, C. M. y Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.

Hernández, B. y Velasco-Mondragón, H.E. (2000). Encuestas transversales. Salud Pública de México, 42(5), 447-455.

Ho, H., Shin, W. y Lwin, M. O. (2017). Social Networking Site Use and Materialistic Values Among Youth: The Safeguarding Role of the Parent-Child Relationship and Self-Regulation. Communication Research.

Hofstede, G. (2001). Culture’s consequences: International differences in work related values. Thousand Oaks, CA: Sage Publications Inc.

Hsu, M., Chang, C., Lin, H. y Lin, Y. (2015). Determinants of continued use of social media: the perspectives of uses and gratifications theory and perceived interactivity. Information Research, 20(2), 1-14

Hutt, H. (2012). Las redes sociales: una nueva herramienta de difusión. Reflexiones, 91(2), 121-128.

Kaplan, A.M. y Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53 (1), 59-68.

Karimi, L., Khodabandelou, R., Ehsani, M. y Ahmad, M. (2014). Applying the Uses and Gratifications Theory to Compare Higher Education Students' Motivation for Using Social Networking Sites: Experiences from Iran, Malaysia, United Kingdom, and South Africa. Contemporary Educational Technology, 5(1), 53-72.

Khang, H., Ki, E. J. y Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997-2010. Journalism and Mass Communication Quarterly, 89(2), 279-298.

Kim, Y., Sohn, D. y Choi, S. M. (2011). Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students. Computers in human behavior, 27(1), 365- 372.

Kohler, C.F., Rohm, A.J., de Ruyter, K. y Wetzels, M. (2011). Return on interactivity: the impact of online agents on newcomer adjustment. Journal of Marketing, 75(2), 93-108.

Krishnamurthy, S. y Dou, W. (2008). Advertising with user-generated content: a framework and research agenda. Journal of Interactive Marketing, 8(2), 1-7.

Labrecque, L. I. (2014). Fostering consumer-brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.

Liu, J. H., North, M. y Li, C. (2017). Relationship building through reputation and tribalism on companies’ facebook pages. Internet Research, 27(5), 1149-1169.

Liuhan, Z., Yongqiang, S., Wang, N. y Zhang, X. (2016). Understanding the influence of social media on people’s life satisfaction through two competing explanatory mechanisms. Aslib Journal of Information Management, 68(3), 347- 361.

Luque, T. (2000). Técnicas de Análisis de Datos en Investigaciones de Mercado. Madrid: Pirámide.

Malhotra, N. (2010). Marketing research: An applied orientation (6th ed.). Upper Saddle: Prentince Hall.

Mangold, W. G. y Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business horizons, 52(4), 357-365.

McCay-Peet L. y Quan-Haase A. (2016) A Model of Social Media Engagement: User Profiles, Gratifications, and Experiences. En: O'Brien H., Cairns P. (Eds), Why Engagement Matters. Cham: Springer .

Mitchell, H., Kaltcheva, V.D. y Rohm, A.J. (2016). Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions. Journal of Consumer Marketing, 33(2), 135 - 144.

Molla, A., Berenguer, G., Gómez, M. y Quintanilla, I. (2014). Comportamiento del consumidor. Barcelona: Editorial UOC.

Moore, M. (2012). Interactive media usage among millennial consumers. Journal of Consumer Marketing, 29(6), 436-444.

Moreno, F. M., Lafuente, J. G., Carreón, F.Á. y Moreno, S. M. (2017). The characterization of the millennials and their buying behavior. International Journal of Marketing Studies, 9(5), 135-144.

Nedra, B. A., Sharma, S. y Dakhli, A. (2015). Perception and motivation to purchase organic products in Mediterranean countries: An empirical study in Tunisian context. Journal of Research in Marketing and Entrepreneurship, 17(1), 67-90.

Nunnally, J. C. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.

Okazaki, S. y Taylor, C. R. (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1), 56-71.

Pelet, J. É., Ettis, S. y Cowart, K. (2017). Optimal experience of flow enhanced by telepresence: Evidence from social media use. Information & Management, 54(1), 115-128.

Phua, J., Jin, S. V. y Kim, J. J. (2017a). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telematics and Informatics, 34(1), 412-424.

Phua, J., Jin, S. V. y Kim, J. J. (2017b). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115-122.

Piwek, L. y Joinson, A. (2016). What do they snapchat about? Patterns of use in time-limited instant messaging service. Computers in Human Behavior, 54, 358-367.

Quan-Haase, A. (2012) Is the Uses and Gratifications Approach Still Relevant in a Digital Society? Theoretical and Methodological Applications to Social Media. Mass Communication & Journalism, 2(7), 1-7.

Quan-Haase, A., Martin, K. y McCay-Peet, L. (2014). Online conversation and information management on Twitter: preliminary findings of interviews with digital humanities scholars. Paper presented at the Social Media & Society International Conference, Toronto

Rohm, A.J., Kaltcheva, V. y Milne, G.R. (2013). A mixed-method approach to examining brand-consumer interactions driven by social media. Journal of Research in Interactive Marketing, 7(4), 295-311.

Ruggiero T. (2000) Uses and Gratifications Theory in the 21st Century. Mass Communication & Society, 3(1), 3-37.

Sago, B. (2010). The Influence of Social Media Message Sources on Millennial Generation Consumers. International Journal of Integrated Marketing Communications, 2(2), 7-18.

Sashittal, H. C., DeMar, M. y Jassawalla, A. R. (2016). Building acquaintance brands via Snapchat for the college student market. Business Horizons, 59(2), 193-204.

Schivinski, B. y Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189-214.

Sethna, B. N., Hazari, S. y Bergiel, B. (2017). Influence of user generated content in online shopping: impact of gender on purchase behaviour, trust, and intention to purchase. International Journal of Electronic Marketing and Retailing, 8(4), 344-371.

Skierkowski, D. y Wood, R. M. (2012). To text or not to text? The importance of text messaging among college-aged youth. Computers in Human Behavior, 28(2), 744-756.

Snapchat. (2017). Audience & Engagement. Recuperado el día 27 de febrero de 2018 de: Recuperado el día 27 de febrero de 2018 de:

Soffer, O. (2016). The oral paradigm and Snapchat. Social Media+Society, 2(3), 1-4.

Song, S. y Yoo, M. (2016). The role of social media during the pre- purchasing stage. Journal of Hospitality and Tourism Technology, 7(1), 84 - 99.

Stanley, B. (2015). Uses and gratifications of temporary social media: A comparison of Snapchat and Facebook. Fullerton, CA: California State University.

Sundar, S. S. y Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504-525.

Sweeney, R. (2005). Reinventing library buildings and services for the millennial generation. Library Administration and Management, 19(5), 166-175.

Utz, S., Muscanell, N. y Khalid, C. (2015). Snapchat Elicits More Jealousy than Facebook: A Comparison of Snapchat and Facebook Use. Cyber psychology, Behavior and Social Networking, 18(3), 141-146.

Vaterlaus, J. M., Barnett, K., Roche, C. y Young, J. A. (2016). “Snapchat is more personal”: An exploratory study on Snapchat behaviors and young adult interpersonal relationships. Computers in Human Behavior, 62, 594-601.

Veloutsou, C., Aldas-Manzano, J. y Ruiz-Mafe, C. (2017). The Dual Nature of Spreading Negative eWOM for Branded Offers: Emotional Reaction or Social Response?-A Structured Abstract. En: Stieler M. (Eds), Creating Marketing Magic and Innovative Future Marketing Trends. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Cham: Springer .

Verstraete, G. (2016). It's about time. Disappearing images and stories in snapchat. Image & Narrative, 17(4), 104-113.

Wakefield, L. T. (2016). Why Do I Want to Be Your Friend? Engaging with Brands in Ephemeral Media. Doctoral dissertation, Texas A&M University.

Wang, K. y Yang, X. (2011). Counterfactual Priming Effects on Advertising Persuasion. Advances in Consumer Research, 38(1), 1-3.

Wang, L.C., Baker, J., Wagner, J.A. y Wakefield, K. (2007). Can a retail web site be social? Journal of Marketing, 71(3), 143-157.

Wang, Z., Tchernev, J. M. y Solloway, T. (2012). A dynamic longitudinal examination of social media use, needs, and gratifications among college students. Computers in Human Behavior, 28(5), 1829-1839.

Wolf, E. J., Harrington, K. M., Clark, S. L. y Miller, M. W. (2013). Sample size requirements for structural equation models an evaluation of power, bias, and solution propriety. Educational and Psychological Measurement, 73(6), 913-934 (22).

Zhang, T., Abound Omran, B. y Cobanoglu, C. (2017). Generation Y’s positive and negative eWOM: use of social media and mobile technology. International Journal of Contemporary Hospitality Management, 29(2) 732-761.

Cómo citar
Santos-Corrada, M. D. los M., Flecha, J. A., Lopez, E., & Dones, V. (2019). Millenials: las gratificaciones generadas por el uso de snapchat y su impacto en la interacción con contenidos de marca. Estudios Gerenciales, 35(152), 259-270.
Artículo de investigación