Abstract
In the twenty-first century, the rise of social media and social networking websites dramatically altered the communication environment. Web 2.0 social media is an effective tool for locating and targeting customers, engaging them with companies, and leaving a lasting impression on their minds. According to the findings, marketing and campaigning professionals have used Ephemeral content to build relationships with trendy communities, engage customers, increase sales, communicate offers and limited-time deals, and stay connected with a large audience by monetising "moment marketing" at times. Finally, this study reveals that users' goals increase gratification and improve engagement with ephemeral information on social media. It also suggests that the desire for closure can mitigate the impact of gratification on ephemeral content engagement. The Fear of Missing Out, as well as additional features such as an individual's interests and the immediacy of action taking in that precise time, are the most significant elements that keep the audience hooked on such Ephemeral Content. Ephemeral Content is on the rise, and it's a great way for companies to cash in on platform capabilities in a new and creative way.
Highlights
People have used social media to interact with their social networks and exchange photographs and videos for years
The findings identify critical factors that strengthen users' ephemeral content usage and delineate the extent to which these factors affect gratification obtained from such usage
An individuals’ Interest affects the behaviour towards the Ephemeral Social Networking Sites (ESNS) contents i.e., if the individual is interested in particular content say Fashionable Clothes the Ephemeral Content published by designer brands and Online Apparel showrooms will be of keen interest to individual and their behaviour towards those ESNS platforms and content creators will be positive
Summary
People have used social media to interact with their social networks and exchange photographs and videos for years. Many businesses have begun to see social media networks as platforms for providing customer care This shift occurred gradually as businesses became aware that many customers attempted to contact them via social media. This may be due to a lack of response on other channels or because it was a more direct method of contacting the brands. It's not a few instances where people ask questions or complain about brands on social media, and the brands respond It has established itself as a major enough customer care channel for brands to acknowledge it as such. It's even more critical for brands to treat their customers well
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