Article ID Journal Published Year Pages File Type
4937325 Computers in Human Behavior 2017 34 Pages PDF
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.
Related Topics
Physical Sciences and Engineering Computer Science Computer Science Applications
Authors
, , ,