IMPACT OF AFFILIATION MOTIVATION FACTORS ON THE USE OF SNAPCHAT USE

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.