Snap back to reality: Examining the cognitive mechanisms underlying Snapchat

This paper identifies and examines the factors that make Snapchat a unique social medium. Snapchat departs from mainstream media forms in that they are fundamentally visual and occur real-time, thus demonstrating a stronger sense of "being present" in multiple spaces at the same time. Specifically, we argue that what adds to the appeal of Snapchat is a focus on Social Presence as well as on Theory of Mind, a construct that could potentially play a key role in the degree of Social Presence generated by a medium. A sample of 656 Snapchat users, aged from 18 to 29, showed significant links between measures of various precursors and components of Theory of Mind with dimensions of Social Presence, Snapchat Intensity, and frequency of Snapchat usage patterns. Further, the results of a mediation analysis suggest that increasing elements of Social Presence underlie the relationship between mechanisms of Theory of Mind and the intensity of a social media (Snapchat) in users' daily life. Taken in context of different social media platform uses, the results highlight how a platform that emphasizes such visual and real-time features over other features can fulfill a desired gap in established social media platforms and their practices. (C) 2017 Elsevier Ltd. All rights reserved.