دانلود رایگان مقاله ساخت مارک های آشنا از طریق اسنپ چت برای بازار دانشجو

Abstract

College students are inseparable from their smartphones, and heavily engaged in Snapchat. This social media app allows low-consequence expression: messages disappear within 10 seconds to 24 hours of their receipt, depending on the content. Because college students seem strongly attracted to Snapchat, the implications for brand managers interested in reaching this target market deserve exploration. Four focus groups of self-described heavy users show that this media app allows college students to enter the virtual Snapchatverse and find a sweet spot of acquaintances. The sweet spot is associated with feelings of relatability, inclusion, and effortlessness and has the potential to produce empowering experiences. The verbal protocols of college students suggest that Snapchat is an ideal social media for developing acquaintance brands: brands that aim to make themselves part of an inclusive, feel-good experience or highly relatable acquaintances.

9. Final word to brand managers

Proliferating social media call brand managers to calibrate and design messages that leverage the emotions produced by the media, the social status of their brand, and their brand-user connections. Snapchat can serve as a powerful tool for the right purpose and context: transforming stranger brands into acquaintances. Acquaintance brands may be viewed as milestones in the process of developing friendships, emotional connections, or intimacy; or as ends in and of themselves because they produce pleasant feelings of inclusion, relatability, momentary intimacy, and other emotions that verge on empowerment.