Acta Univ. Bohem. Merid. 2021, 24(3):77-94 | DOI: 10.32725/acta.2021.0135134

Analysing the Attitude of Social Media Users towards Ephemeral Marketing as a Digital Marketing Tool

Atharva Dange, Kavitha R Gowda, V R Srinidhi, D. Halaswamy
School of Business and Management, Christ Deemed-to-be University Bangalore, Karnataka India

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.

Keywords: Digital Marketing, Social media Marketing, Ephemeral Marketing, Management
JEL classification: M31, M37, M39

Received: February 23, 2022; Revised: February 23, 2022; Prepublished online: February 23, 2022; Published: February 22, 2022  Show citation

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Dange, A., Gowda, K.R., Srinidhi, V.R., & Halaswamy, D. (2021). Analysing the Attitude of Social Media Users towards Ephemeral Marketing as a Digital Marketing Tool. Acta Universitatis Bohemiae Meridionalis, 24(3), 77-94. doi: 10.32725/acta.2021.013
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