The Gratifications of Ephemeral Marketing Content, the Use of Snapchat by the Millennial Generation and Their Impact on Purchase Motivation.

This article examines the role of ephemeral content—temporary digital media that disappears after a short time—in shaping millennials' use of Snapchat and its impact on their purchase motivation, using the theory of uses and gratifications (U&G). Based on a survey of 454 Puerto Rican millennials analyzed with SMART-PLS, the study identifies two additional gratification sources related to Snapchat's ephemeral content: modality-based gratifications (content presentation) and interactivity-based gratifications (user participation). Findings indicate that millennials' engagement through contributing, sharing, and consuming ephemeral content intensifies Snapchat use, which in turn positively influences their motivation to purchase. The study highlights ephemeral content as an effective marketing strategy for connecting with younger audiences and suggests further research on other platforms and demographic groups.