کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
4937325 | 1434621 | 2017 | 34 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Do you prefer, Pinterest or Instagram? The role of image-sharing SNSs and self-monitoring in enhancing ad effectiveness
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کلمات کلیدی
موضوعات مرتبط
مهندسی و علوم پایه
مهندسی کامپیوتر
نرم افزارهای علوم کامپیوتر
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چکیده انگلیسی
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.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Computers in Human Behavior - Volume 70, May 2017, Pages 535-543
Journal: Computers in Human Behavior - Volume 70, May 2017, Pages 535-543
نویسندگان
Dong Hoo Kim, Natalee Kate Seely, Jong-Hyuok Jung,