College students are inseparable from their smartphones, and heavily engaged in Snapchat. This social media program enables low-effect expression: messages vanish to 24 hours of their reception within 10 seconds, depending on the content. Because college students appear powerfully pulled to Snapchat, the consequences for brand managers interested in reaching this target market deserve exploration.
Four focus groups of self-described heavy users demonstrate that this media app enables college students find a sweet spot of associates and to enter the virtual Snapchatverse. The sweet spot is connected with feelings of effortlessness, inclusion, and relatability and has the capacity to create empowering experiences.
PUBLICATION DATE: March 15, 2016 PRODUCT #: BH729-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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