Abstract:
Purpose
This reserch purpose is to examne the elements that motivates using the Snapchat, for which
technology acceptance and relational maintenance model is used.
Methodology & Design
The main objective of this research is investigating the impact of TAM and RM on the
Snapchat use. The type ofthis research is explanatory, data collection was primary in nature
and the design ofthis surveys is quantitative. In this research we design hypotheses with the
help of different literature and design the conceptual framework.
Findings
The impact of independent variables which are PT, Assurance, Positivity and the dependent
which is Snapchat Use (SU) are significant, but some variables are insignificant with SU that
are PEOU, PU, PP , SN, CM, GRM, Openness
Limitations
Limitation in this research was the short period of time that slightly affect the overall
research study along with the collection of responses. Limited but most genuine respondents
were added into this study that may not be the true representation in Karachi.
Recommendations
Future recommendations are for the advertiser that can use this platform to get more specific
reaches. More research is needed this area as it is the first research of its kind in this legion
so that more is needed to identify the motivation behind SU.
