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Transcript of blogs.longwood.edublogs.longwood.edu/.../files/2016/03/Prospectus-Final-Draft.docx · Web...
Julia Laviano & Kelsea Kitto
Section 1
Targeting Marketing Messages Towards Millenials Using Snapchat
Introduction
In recent years, social media has taken the marketing world by storm. Studies continue to
show that social networks like Twitter, Facebook, and Instagram are effectively encouraging
millennials to become active and productive members of society. New technological
developments are created every day that make this socialization process possible. It is essential
that marketers understand the importance of using these new technologies to target millennials—
a task that has proven to be difficult using traditional forms of marketing such as television and
print advertisements. One of the more recent social networks, Snapchat, has made remarkable
measures in an effort to efficiently target the millennial generation.
The purpose of this study is to analyze the effectiveness of marketing strategies using
Snapchat as perceived by millennials. This study will assess which Snapchat features are used
most frequently to promote products and increase awareness on an issue. Additionally, this
study will examine the factors that influence consumers to share content with other users. This is
an important issue to study because social media has become an advantageous tool used to drive
marketing messages, and it is vital to understand the most innovative methods of using this tool
from an ever-changing technological perspective.
This paper includes background information about Snapchat’s current marketing features,
pertinent research on traditional social media marketing strategies, and an examination of Uses
and Gratifications theory. This paper concludes with a research proposal focused on discovering
the perceived effectiveness marketing messages on Snapchat have on millennials.
Snapchat’s Unique Marketing Tactics
Social networks like Twitter and Facebook have been prominent outlets used by
marketers to engage millennials for years. However, millennials are now turning to Snapchat’s
newest features in search of the latest products, news, and current events. Snapchat is an app that
allows users to record up to ten seconds of photo or video and send this media to friends. Since
its creation, the app has grown immensely and its creators have developed new features that
make external media content accessible to users. These features include a Discover tab that
allows users to view content released by media outlets such as People, CNN, and Cosmopolitan.
The next useful feature on the app is the Live feed tab, which displays a live broadcast created by
Snapchat users. These live broadcasts publicize a variety of occasions, including presidential
debates and major sporting events. The last feature on Snapchat that plays a role in delivering
marketing content to users is the Recent Updates feed, which contains live “stories” that are
generated by other Snapchat “friends.”
It is evident that millennials are less affected by traditional forms of advertising.
According to Ember (2015), millennials’ short attention span makes this group the most difficult
to target and the most unpredictable. Ember continues to say that traditional print advertisements
and 30-second commercials are less effective in reaching millennials. According to Ember, 4 in
10 millennials stated that they would rather communicate with pictures than words. Adler (2013)
states that what is now considered more traditional forms of marketing media is becoming
outdated and social media is the main force in dictating what society defines as news content. In
addition, Adler suggests that social media outlets influence which stories and images hold the
most importance to those social media users.
One key aspect that Snapchat is known for is its 24-hour limitation on content viewing.
Coffee (2015) mentioned that Snapchat is an effective platform for dominating one-day reach,
which is much more desirable for millennials because it requires less of their time and attention.
This idea is reinforced when Ember (2015) states that millennials spend an average of 30 hours a
month on social media, most of which is spent on Instagram and Snapchat. Gray (2014) states
that any content producing brands that understand how to manipulate the source of a consumer’s
exposure will be the most successful brands in the future.
Adler (2013) discusses social media users role in deciding how many individuals a
certain story or piece of content will reach by contributing to the distribution of the message.
Furthermore, Adler states that consumers’ participation in content sharing is vital knowledge for
a source to consider in marketing practices. Consumers’ influence how content reaches other
individuals because each consumer will recreate and share a message differently depending on
their interpretation of the content. Gray (2014) mentions that social media establishes a
relationship between consumers and producers. Futhermore, Gray declares that this consumer
engagement over social media enables the distribution of both positive and negative feelings or
attitudes towards a brand. Similarly, Sloane (2014) discusses the importance of producers to
place their brand in a position that is intricate and groundbreaking in conventional marketing
efforts, specifically using social media as the distributing medium.
Petri (2015) describes all the ways in which Snapchat offers new ways for brands to
market to users. These features include brand-affiliated photo filters that overlay images taken
on the app, as well as live story takeovers that broadcast user-generated content related to a
specific issue or event. These features, in addition to the Discover tab, have allowed companies
to branch out when marketing to millennials.
In an age of growth that was largely due to vast technological advances, businesses and
producers need to consider the ways in which the field or industry they work in is impacted by
technology and all of the potential opportunities and setbacks that come along with it. The
invention of social media has led to what has become one of the greatest influences in society
today. A significant portion of what individuals see, experience, communicate, or believe often
comes from the content one has been exposed to while using social media, and is significant
enough for businesses and producers to consider in their marketing platforms. Social media
outlets and their many features serve different purposes. For example, Snapchat is a more recent
social media platform that is heavily used by millennials and offers functions that fulfill the
sense of immediacy and quick gratification that this generation looks for. In the realm of
marketing communication, producers need to consider social media’s role in advertising and the
consumer’s role in order to implement efficient and effective strategies. The purpose of this
study will be to identify the perceived effectiveness of social media marketing strategies for
millennials using Snapchat.
Theoretical Grounding
Shade, Kornfield, and Oliver (2015) state that individuals seek out specific media for
specific reasons. This concept is called uses and gratifications theory and emphasizes the fact
that media and content are key sources of influence. As it relates to my topic, there are two key
concepts associated with this theory that are prevalent when analyzing Snapchat.
The first concept associated with uses and gratifications theory is that in order for a
person to choose a specific type of media, there must be audience initiative and involvement. In
other words, people are more inclined to select social media outlets that allow them to fashion
the content that they see to align with their personal interests and values. The ability to dictate
which accounts show up under the Recent Updates feed on Snapchat is an example of how the
app gives its users the power of customization.
The second concept associated with uses and gratifications theory is the idea of functional
alternatives, which emphasizes the fact that media must compete with other channels for
selection, attention, and use. Because Snapchat is a fairly new social media outlet, it must
distinguish itself from websites like Facebook, Twitter, and Instagram. Snapchat has done this
by revolutionizing the idea of shortened videos accompanied by images to maintain the
audience’s attention. While many other social media sites have become cluttered and outdated,
Snapchat is constantly adding new updates and features to keep millennials captivated.
Prior Insights on Current Marketing Strategies & Consumer Influence
While there has been very little academic research conducted on Snapchat due to the fact
that it’s a fairly new social media outlet, many researchers have explored the ways in which
news outlets are currently using social media outlets such as Facebook and Twitter to reach
audiences at a more immediate rate. In addition, many studies have previously been conducted
on the effect user-generated content, or content created by another social network users rather
than a company, has on the impact the content has on recipients. Lastly, researchers have
thoroughly compared the influence word of mouth marketing has on heavy users of social media
as opposed to marketing messages delivered directly from a marketing sourec. This section will
explore three significant, related areas of research to this issue: current social media use,
consumer influence, and sharing of content across social media platforms.
Current social media use by practitioners
Researchers have studied the methods that public relations practitioners and marketing
agencies are presently using in regards to social media marketing tactics (Dodd & Campbell,
2011; Sivek, 2013; Jones, 2013). This research is relevant to our own research because it
establishes a beginning point of reference and will allow us to identify previous marketing
trends. After gaining this understanding, it becomes clear that there is still much room for
improvement in terms of using Snapchat to reach millennials on a much broader scale.
While marketing strategies are clearly prevalent on any social media outlet, there is still
much room for improvement in terms of engaging millennials. Dodd and Campbell (2011)
gathered research on the various perceptions of social media use held by public relations
practitioners and millennials in terms of marketing strategies. They found that while public
relations practitioners currently understand how to use traditional forms of blogging to reach
millennials, they are still underutilizing many other forms of social media. This includes micro-
blogging sites like Twitter, video-sharing sites like Youtube, in addition to Facebook, Instagram,
and Snapchat. Practitioners have a general understanding of the importance of using these sites
to engage millennials, but are overlooking many of their capabilities. Dodd and Campbell
emphasize the fact that millennials make up the largest demographic in the United States, thus it
is important to figure out the most effective strategies for engaging this group.
Sivek (2013) examined the use of social media, specifically Twitter, by locally-based
magazines. The research findings determined that while magazines are not utilizing Twitter to
its maximum potential, the magazines are mainly using the website to distribute news regarding
local food and entertainment. In addition, Sivek discovered that social media has allowed city
magazines to engage their audience on a daily and weekly basis, rather than only being able to
deliver content on a monthly schedule. The use of hashtags also allowed these magazines to
deliver their content to a geographically widespread audience. Lastly, Sivek found that if a
magazine had a larger print distribution and tweeted regularly, the magazine was more likely to
attract more Twitter followers.
Jones (2013) observed the different features used in Twitter exchanges by assessing
public archives of Twitter during the 2009 Health care debate that took place in the United States
to better understand how the social media platform’s structure impacts user’s interactions with
one another and how they communicate. The findings from the study concluded that the hashtag
was the most commonly used feature on Twitter, as they were present in more than of the tweets.
The researcher found that participants preferred twitter exchanges that allowed them to connect
with others using the social network. Specifically, the hashtag allows individuals to find other
tweets related to their tag’s topic, word, or phrase. This further conveys that individuals are
interested in interacting with others on any given issue, subject, or interest that are included in
tweets with that hashtag.
In conclusion, it is apparent that millennials expect an increased use of social media in
current marketing strategies because this makes the content much more accessible to this
generation. Current social media tools that exist, such as the hashtag, allow marketing messages
to become widespread and effective.
Consumer influence
Many studies have proven that consumers have a higher level of influence on one another
than marketing messages delivered directly from marketers do (Schramm & Knoll, 2015). This
idea guides our research because it exposes the fact that companies using Snapchat to market
content to millennials need to use tactics that encourage these individuals to share content with
Snapchat “friends.” This process will urge millennials to become active recipients of marketing
messages rather than having them passively receive these messages, which will result in higher
levels of exposure to content.
Schramm and Knoll (2015) sought to discover how user generated content on social
media influences individuals’ attitudes towards products, their intensions to purchase the
product, and the likelihood that individuals will recommend the product to others. The
researchers discovered that recipients of user-generated content are more likely to purchase and
recommend a product being advertised when they share some kind of established group
association or involvement with the source producing the user-generated content. The
researchers also found that the social influence in which user-generated content had over
recipients did not rely on the presence of pre-existing interpersonal relationship between users
providing that the mutual group association was present and recognized.
In conclusion, users of social media sites are engaging with marketing content and with
this, are able to influence the effectiveness of these marketing messages. Through the sharing of
content and the creation of new content in which comments on a news story, product, or ideal
itself, consumers are able to assume a causal relationship in the area of marketing.
Sharing of content across social media networks
Researchers have studied the reasons behind why individuals share content on various
social media platforms and the effect this process has on consumer influence (Buzzetto-More,
2013; Lis & Schulz, 2014). These studies guide our research because they provide framework
for the importance of using marketing messages to create conversation among millennials. This
concept is much more effective when using Snapchat because the app’s images and videos
capture millennials’ short attention span and preference for graphics over text.
Buzzetto-More (2013) observed how the consumer affects others’ attitudes towards
brands and products when the consumer takes on the role of a persuading agent. The researcher
found that participants admitted to following and recommending their preferred brands or
companies on different types of social media. Buzzetto-More also discovered that the most
effective practice of social marketing is word of mouth marketing.
Buzzetto-More (2013) also examined how recommendations and product reviews
influenced the attitudes of others when shared over social media by a friend or peer. The
researcher found that individuals were very likely to purchase products as a result of positive
reinforcement of the brand from others over social media.
Lis and Schulz (2014) reinforced this idea when analyzing the various factors that
determined whether a consumer does or does not forward a viral marketing message on social
media. They found that if the extent of brand experience and relative involvement is higher, then
the likelihood of an individual to forward the viral marketing message increases. In addition, if
an individual’s attitude towards a brand is positive, then the individual is more likely to forward
the viral message.
In conclusion, individuals are more positively affected by marketing messages from other
social media users because these sources are deemed more credible than marketing companies
and news outlets. In addition, if an individual does not feel personally invested in a product or
idea, he or she will be less inclined to share the associated marketing message.
Although traditional social media marketing strategies have been studied, there still needs
to be more research provided specifically on how Snapchat has become a new social media
platform for influencing millennials. Our work will seek to discover how Snapchat users use the
app’s features to share their own or others’ generated content. Ultimately, we will examine how
marketing practitioners may take current social media practices and tailor them to Snapchat’s
functions.
We believe that Snapchat possesses the communication style that best appeals to
millennials. As the app is becoming a more frequently used social media platform for
millennials, we would like to examine the likelihood Snapchat poses for individuals’ exposure to
certain products, news stories, and ideals. We have developed the following hypotheses in order
to evaluate the effectiveness of Snapchat’s features in current marketing practices.
Methodology
The methodology we will be using to conduct our research is the quantitative method.
Our reason for selecting this approach is because we want to explore how millennials are using
Snapchat and how effective this is for marketing practitioners. We will be looking for how the
different features in Snapchat influence millennials perception, attitude or beliefs through the
content being marketed. Marketing effectiveness will be defined by any causal relationship
where the content draws in the user by capturing their attention. We will study what initially
draws users to particular publications by considering the publication names, icons, visuals within
the stories, as well as the nature of the stories. We will then explore what causes users to
subsequently share certain content to other users using the ‘tap and share’ feature.
Millennials use different Snapchat features in order to stay informed on current events.
This hypothesis reinforces uses and gratifications theory because it dictates why millennials are
choosing to be exposed to certain Snapchat functions. In addition, this hypothesis goes a step
further because it seeks to discover whether or not millennials believe they are more informed on
the latest news stories due to content released on Snapchat.
Millennials perceive content shared among users as most influential.
This hypothesis will guide our research by allowing us to analyze what influences millennials to
share content with other users. By studying the reasons why, we will be able to analyze which
marketing messages are interpreted as most effective and worthy of being shared. In addition,
this will aid us in discovering which content area is most popular among millennials.
Participants
We will be delivering our survey to millennial Snapchat users. The criteria for participant
selection will require that every individual partaking in the study will be a college-aged student
who has basic knowledge of Snapchat at minimum.
Procedure
According to personal communication, a survey is an instrument that enables researchers
to run statistical analysis to obtain the strength of certain attitudes and experiences. For the
purpose of this research study, the survey will be distributed to a group of students, specifically
ones who have a Snapchat account, in the Communication Studies program at Longwood
University.
The general areas of experience that the survey questions focus upon include millennials use
of Snapchat to stay informed on current events, the factors that influence consumers to share
content with other users, and the effectiveness of marketing messages regarding products using
Snapchat.
H1: Millennials perceive content shared among users as most influential. The independent
variable is content shared among users and the dependent variable is the level of influence.
We will study what initially draws users to particular publications by considering the
publication names, icons, visuals within the stories, as well as the nature of the stories. We will
then explore what causes users to subsequently share certain content to other users using the ‘tap
and share’ feature.
Using the correlation method, we will measure the positive relationship between the level of
exposure to Snapchat’s content and the level of influence or awareness this content has on
millennials. We have selected exposure level and influence/awareness level as the variables that
are to be studied because they will allow us to discover exactly how millennials are using the
app’s marketing functions. In addition, these variables encompass both aspects of our
hypotheses and will further guide our study.
This hypothesis will guide our research by allowing us to analyze what influences millennials
to share content with other users. By studying the reasons why, we will be able to analyze which
marketing messages are interpreted as most effective and worthy of being shared. In addition,
this will also aid us in discovering which content area is most popular among millennials.
Conclusion
It is essential that more research be conducted on Snapchat’s marketing potential as it
becomes abundantly clear that older social netowrks like Facebook and Twitter are becoming
outdated and cluttered. Snapchat’s innovative features and functions help to keep millennials
informed on the latest news and products, thus creating more active and responsible citizens. We
will accomplish this goal by studying how engaged millennials currently feel when using
Snapchat. This will be a comparison point that will allow us to discover what methods can be
used to effectively encourage millennials to seek out content released on the app.
References
Adler, B. (2013). Streams of consciousness. Columbia Journalism Review, 52(1), 24-36.
Buzzetto-More, N. A. (2013). Social Media and Prosumerism. Issues In Informing Science &
Information Technology, 1067.
Coffee, P. (2015). Who's Leading the Way for Marketers Among the Biggest Social Networks?
Adweek. Retrieved from http://www.adweek.com/news-gallery/advertising-branding/whos-top-
among-biggest-social-networks-when-it-comes-marketing-167534.
Dodd, M. D., & Campbell, S. B. (2011). A Strategic Framework for Targeting Generation Y via Social
Media: Public Relations Results and Implications. Conference Papers -- International
Communication Association, 1-25.
Ember, S. (2015). Brands woo Millennials with a wink, an emoji, or whatever it takes. The New York
Times. Retrieved from http://www.nytimes.com/2015/09/28/business/media/brands-woo-
millennials-with-a-wink-an-emoji-or-whatever-it-takes.html?_r=0.
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Appendix A
A. Preliminary Survey
Sample survey questions:
1. How many times do you check the Discover tab on Snapchat to stay informed on current
events?
a. Multiple times a day
b. Once a day
c. Every few days
d. Weekly
e. About once a month
f. Never
This question will inform us on whether or not these new Snapchat features are
effectively marketing to millennial users or if they are unaffected by the content.
2. Are you exposed more to content shared by others or content released by media outlets on
Snapchat?
a. Equal exposure to both options
b. Content shared by others
c. Content released by media outlets
d. Exposed to neither option
This question will guide our research by dictating whether millennial users are more
likely to actively seek out content on the app or passively receive content.