Photo-messaging: Adopter attributes, technology factors and use motives

• Model demonstrates role of personality, technology, and motives on photo-messaging.
• Prior technology ownership influenced the frequency people share and send photos.
• Self-expression and self-presentation strongly influenced photo-messaging frequency.
• Innovativeness predicted technology perceptions and impression management motives.

The purpose of this study was to develop a model of technology diffusion and impression management variables on photo-messaging behavior. Diffusion variables, such as innovativeness and technology clusters, were demonstrated to be predictors of sending photo messages and online sharing. Impression management motives – self-expression and self-presentation – were also indicators of photo-messaging. The perceived usefulness of mobile technology for sending and sharing was identified as an important influence of photo-messaging frequency; while perceived ease of use was not a predictor. Taken together, the findings indicate the importance of integrating technological adoption factors and motives for impression management in social media research.