Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness
DC Field | Value | Language |
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dc.contributor.author | Kim, Dong Hoo | - |
dc.contributor.author | Seely, N.K. | - |
dc.contributor.author | Jung, J.-H. | - |
dc.date.accessioned | 2023-03-08T16:06:21Z | - |
dc.date.available | 2023-03-08T16:06:21Z | - |
dc.date.issued | 2017-05 | - |
dc.identifier.issn | 0747-5632 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/cau/handle/2019.sw.cau/64012 | - |
dc.description.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 | - |
dc.format.extent | 9 | - |
dc.language | 영어 | - |
dc.language.iso | ENG | - |
dc.publisher | Elsevier Ltd | - |
dc.title | Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness | - |
dc.type | Article | - |
dc.identifier.doi | 10.1016/j.chb.2017.01.022 | - |
dc.identifier.bibliographicCitation | Computers in Human Behavior, v.70, pp 535 - 543 | - |
dc.description.isOpenAccess | N | - |
dc.identifier.scopusid | 2-s2.0-85010641792 | - |
dc.citation.endPage | 543 | - |
dc.citation.startPage | 535 | - |
dc.citation.title | Computers in Human Behavior | - |
dc.citation.volume | 70 | - |
dc.type.docType | Article | - |
dc.publisher.location | 영국 | - |
dc.subject.keywordAuthor | Advertising effectiveness | - |
dc.subject.keywordAuthor | Image-sharing SNSs | - |
dc.subject.keywordAuthor | - | |
dc.subject.keywordAuthor | - | |
dc.subject.keywordAuthor | Self-monitoring | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
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