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How perceived characteristics and personality shape the value of advertising on Snapchat: A mixed method study
Journal of Digital & Social Media Marketing,
10
(3),
270-282
(2023)
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.
Keywords: Snapchat advertising; personality; mixed methods research; young consumers
The full article is available to subscribers to the journal.
Author's Biography
Huan Chen is an Associate Professor in the Department of Advertising at the University of Florida. Her research interests include social media and advertising, international and cross-cultural advertising, and artificial intelligence and communication. Her research has won various awards and appeared in such publications as Journal of Advertising, International Journal of Advertising, Journal of Business Research, among others. She serves on the editorial board of Journal of Advertising, International Journal of Advertising, Annals of Management Science and Journal of Ethnography and Qualitative Research. Chen earned her PhD in communication and information from University of Tennessee, and holds an MA in advertising from University of Florida, and a BA in advertising and MA in communication from Wuhan University.
Yoon-Joo Lee is an associate professor at the Edward R. Murrow College of Communication, where she teaches both undergraduate and graduate-level students. Her research focuses on how consumers make sense of corporations’ social issue messages, and on race and ethnicity issues in brand activism and health communication. She also conducts research on corporate social responsibility advertising and public service announcements. She earned her doctorate and master’s degrees in information science and communication with an emphasis on advertising from the University of Tennessee-Knoxville.
