The Social Value of Snapchat: An Exploration of Affiliation Motivation, the Technology Acceptance Model, and Relational Maintenance in Snapchat Use

Abstract

ABSTRACTThe present study proposes that affiliation motivation plays a key role in driving Snapchat use. Constructs from the technology acceptance and relational maintenance literature were incorporated to examine the normative and interpersonal goals associated with Snapchat use. It was hypothesized that these two models and their associated constructs illustrate behavioral and cognitive phenomena that are tied to and fueled by the innate human desire to affiliate with others. The study was conducted using an online survey at a large, Midwestern university with a final student sample of 236. Perceived playfulness, subjective norm, trust, and critical mass (TAM constructs), as well as assurances and positivity (RM behaviors), were all found to be significantly and positively correlated with Snapchat use. This study highlights the interpersonal value of Snapchat and adds to the existing literature examining various information and communication technologies (ICTs) as tools for relational maintenance.