Unlocking the power of ephemeral content: The roles of motivations, gratification, need for closure, and engagement

The use of ephemeral content – a time-limited feature and function of social media – has been rising rapidly and is the latest marketing and social media buzzword. With insufficient academic research, however, the motivations for using ephemeral content and its influences on user engagement remain unclear. Building on the extant literature, this study aims to delve into the power of ephemeral content by identifying its antecedents and...