Ana Isabel Jiménez-Zarco, Pericles Asher Rospigliosi and Marco Gangitano 2025. The influence of Snapchat characteristics on brand love: the moderating role of consumer engagement. ReMark - Revista Brasileira de Marketing = Brazilian Journal of Marketing (BJMkt). 24 (3) e25404. https://doi.org/10.5585/2025.25404
| Title | The influence of Snapchat characteristics on brand love: the moderating role of consumer engagement |
|---|---|
| Type | Journal article |
| Authors | Ana Isabel Jiménez-Zarco, Pericles Asher Rospigliosi and Marco Gangitano |
| Abstract | Objective of the study: Ephemeral social media platforms such as Snapchat, characterized by short-lived visual content, have gained prominence in brand communication strategies due to their ability to deliver interactive and sensory-rich experiences. This study investigates the impact of Snapchat’s key features—ephemerality, interactivity, vividness, and hedonic experience—on brand love, while examining the moderating role of consumer engagement. Methodology/approach: A theoretical model grounded in relationship marketing and consumer behavior theories was tested using data from a structured questionnaire administered to a sample of 384 users aged 18 to 24. Main results: Findings reveal that ephemerality, interactivity, and vividness exert a significant positive effect on brand love, whereas hedonic experience does not show a direct significant relationship. However, consumer engagement positively moderates all the hypothesized relationships. Theoretical/methodological contributions: Brand love is a contemporary marketing construct of importance for marketing managers aiming to cultivate enduring relationships between brands and consumers (Wong, 2023). The findings contribute to understanding of the complex role of ephemerality, interactivity, and vividness in building brand love. Relevance/originality: This research advances understanding of how ephemeral and augmented digital environments shape emotional consumer–brand bonds, offering theoretical and managerial implications for brand management in interactive social platforms. Managerial or social implications: For marketing managers consumer-brand love is crucial for building positive word-of-mouth, loyalty intentions, purchase intentions, and fostering consumer-brand connections (Srivastava et al., 2025). These findings highlight the important advantages of integrating augmented reality functionalities that use ephemerality, interactivity, and vividness to enhance user immersion. Sustainable Development Goals (SDGs): 8 Decent Work and Economic Growth 9 Industry, Innovation and Infrastructure |
| Article number | e25404 |
| Journal | ReMark - Revista Brasileira de Marketing = Brazilian Journal of Marketing (BJMkt) |
| Journal citation | 24 (3) |
| ISSN | 2177-5184 |
| Year | 2025 |
| Publisher | São Paulo SP: Universidade Nove de Julho Departamento de Ciências Sociais Aplicadas |
| Publisher's version | License CC BY-NC-SA 4.0 File Access Level Open (open metadata and files) |
| Digital Object Identifier (DOI) | https://doi.org/10.5585/2025.25404 |
| Web address (URL) | https://doi.org/10.5585/2025.25404 |
| Publication dates | |
| Published | 01 Aug 2025 |