Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness
- Authors
- Kim, Dong Hoo; Seely, N.K.; Jung, J.-H.
- Issue Date
- May-2017
- Publisher
- Elsevier Ltd
- Keywords
- Advertising effectiveness; Image-sharing SNSs; Instagram; Pinterest; Self-monitoring
- Citation
- Computers in Human Behavior, v.70, pp 535 - 543
- Pages
- 9
- Journal Title
- Computers in Human Behavior
- Volume
- 70
- Start Page
- 535
- End Page
- 543
- URI
- https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/64012
- DOI
- 10.1016/j.chb.2017.01.022
- ISSN
- 0747-5632
- Abstract
- The current research applied self-monitoring theory to investigate how individuals’ dispositional self-monitoring levels differ when exposed to two image-sharing social network sites (SNSs)—Pinterest and Instagram. Two consecutive studies were conducted. Through an online survey of 153 U.S. college students (study 1) the relationship between individuals’ dispositional self-monitoring and their preference of image-sharing SNSs was investigated. And a lab experiment (study 2) involving a subset of the first sample (n = 61) was conducted to explore the impact of the image-sharing SNSs use on individuals’ self-monitoring and determine advertisement message efficacy based on exposure to image-sharing social media. Results suggest that students in the low self-monitoring group interacted more intensely with Pinterest than Instagram. Additionally, individuals’ interactions with Pinterest and Instagram influenced their dispostional self-monitoring levels, as well as their preferences toward different types of persuasive messages (image-oriented vs. product-oriented advertisement). Results indicate not only that self-monitoring can shift in the context of different image-based social media behaviors, but that self-monitoring as influenced by social media can have implications for advertising message efficacy. © 2017 Elsevier Ltd
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Collections - College of Business & Economics > Department of Advertising and Public Relations > 1. Journal Articles
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