Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation

This study examines how the Self-expression of Millennials on Snapchat impacts the platform's use and user purchase motivations. Employing the uses and gratifications (U&G) theory, this study tests a group of hypotheses through the use of partial least squares structural equation modeling (PLS-SEM). Based on a sample of 454 Millennial generation residents of Puerto Rico, our results indicate that dynamic factors play a dominant role in Snapchat usage and reveal how gratification that is generated through both Snapchat usage and interaction with the product and service brand content impacts purchase motivation. These results contribute to the U&G theory by revealing how Snapchat's ephemeral content gratifies and influences the expectations of Millennials through an atypical communicative approach that increases the influence of and relationship with product/service brands.