Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness

作者：

Highlights：

• Individuals’ self-monitoring influence their image-sharing SNS use: Low self-monitors exhibited a higher intensity toward Pinterest than they did Instagram.

• Image-sharing SNS use can also influence individuals’ self-monitoring: Using Pinterest decreased individuals self-monitoring whereas using Instagram increased their self-monitoring level.

• The relationship between self-monitoring and image-sharing SNSs use can influence how individuals evaluate different types of advertisements.

摘要

•Individuals’ self-monitoring influence their image-sharing SNS use: Low self-monitors exhibited a higher intensity toward Pinterest than they did Instagram.•Image-sharing SNS use can also influence individuals’ self-monitoring: Using Pinterest decreased individuals self-monitoring whereas using Instagram increased their self-monitoring level.•The relationship between self-monitoring and image-sharing SNSs use can influence how individuals evaluate different types of advertisements.

论文关键词：Image-sharing SNSs,Self-monitoring,Advertising effectiveness,Instagram,Pinterest

论文评审过程：Received 21 July 2016, Revised 4 January 2017, Accepted 10 January 2017, Available online 16 January 2017, Version of Record 28 January 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.01.022