Abstract:
This study explores the use of Snapchat in Pakistani youth in reference to the Uses and Gratification Theory. The study’s objectives are divided into 3 categories, each entailing the three sections of Snapchat; discover, live and Snap-stories. These objectives are connected to certain needs of an individual, identified under the Uses and Gratification Approach like Social Integrative, and Cognitive need. These variables are measured through an online questionnaire distributed on an online medium, as a result of which a data of 205 respondents was analyzed. The study also looks into the specific characteristics of an individual regarding their age, gender and education level and how the variations might affect the usage. The research concluded that at current state the viewership of Snapchat is relatively low in Pakistan as compared to the rest of the world and the application is more popularly used amongst females.
