Building acquaintance brands via Snapchat for the college student market |
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| Institution: | 1. School of Business, St. John Fisher College, Rochester, NY 14618, U.S.A.;2. Graduate, 2015, St. John Fisher College, Rochester, NY 14618, U.S.A.;3. School of Business, State University of New York, Geneseo, Geneseo, NY 14454, U.S.A.;1. LUISS Guido Carli University, Viale Romania, 32, 00197 Rome, Italy;2. Nova School of Business & Economics, Universidade Nova de Lisboa, Campus de Campolide, 1099-032 Lisbon, Portugal;3. UTS Business School, University of Technology Sydney, 14-28 Ultimo Road, Ultimo NSW 2007, Sydney, Australia;1. Girard School of Business, Merrimack College, North Andover, MA 01845, U.S.A.;2. Haile/US Bank College of Business, Northern Kentucky University, Highland Heights, KY 41099, U.S.A.;3. Department of Human Sciences, The Ohio State University, Columbus, OH 43210, U.S.A.;1. IESEG School of Management, 3 rue de la Digue, 59000 Lille, France;2. Ivy College of Business, Iowa State University, Ames, IA 50010, United States;3. Bryan School of Business and Economics, University of North Carolina Greensboro, 441 Bryan Building, 516 Stirling Street, Greensboro, NC 27412-0001, United States |
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| 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. |
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| Keywords: | Snapchat Acquaintance brands College student market Social media apps Branding |
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