ABSTRACT Despite its high popularity, Snapchat remains a mystery to many marketers. This study uses a mixed-methods approach to gain a thorough understanding of how users define Snapchat usage in terms of their cognitive processing and behavioral patterns. 14 core associations for Snapchat media usage were explored in focus groups, which were then converted into a consensus map using the concept map method (N = 96). Unlike previous studies, the findings suggest that Snapchat is not so much a medium for continuous communication with the consumer. Nevertheless, it can enrich relationships with them. Media usage is determined by hedonistic goals, while rational goals and normative constraints are in the background. Marketers should therefore focus their attention on aesthetic, affective and alternating stimuli.

中文翻译：

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用户对 Snapchat 使用的定义。对 Snapchat 营销的影响

摘要 尽管 Snapchat 非常受欢迎，但对许多营销人员来说仍然是个谜。本研究使用混合方法来深入了解用户如何根据认知处理和行为模式定义 Snapchat 使用。在焦点小组中探索了 Snapchat 媒体使用的 14 个核心关联，然后使用概念图方法将其转换为共识图（N = 96）。与之前的研究不同，研究结果表明 Snapchat 并不是与消费者持续沟通的媒介。然而，它可以丰富与他们的关系。媒体使用由享乐主义目标决定，而理性目标和规范约束则在后台。因此，营销人员应将注意力集中在审美、情感和交替刺激上。