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

Accepted Manuscript Do You Prefer, Pinterest or Instagram? The Role of Image-Sharing SNSs and SelfMonitoring in Enhancing Ad Effectiveness Dong Hoo Kim, Natalee Kate Seely, Jong-Hyuok Jung PII:

S0747-5632(17)30023-7

DOI:

10.1016/j.chb.2017.01.022

Reference:

CHB 4718

To appear in:

Computers in Human Behavior

Please cite this article as: Dong Hoo Kim, Natalee Kate Seely, Jong-Hyuok Jung, Do you prefer, Pinterest or Instagram? The Role of Image-Sharing SNSs and Self-Monitoring in Enhancing Ad Effectiveness, Computers in Human Behavior (2017), doi: 10.1016/j.chb.2017.01.022 This is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this early version of the manuscript. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final form. Please note that during the production process errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain.

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Do You Prefer, Pinterest or Instagram? The Role of Image-Sharing SNSs and Self-Monitoring in Enhancing Ad Effectiveness

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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: After using

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Pinterest, Individuals’ self-monitoring decreased in contrast to their self-monitoring level prior to the Pinterest use. Also, when individuals used Instagram for 20 minutes, their

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self-monitoring became significantly higher than usual.

• The relationship between self-monitoring and image-sharing SNSs use can influence how individuals evaluate different types of advertisements: When individuals used Pinterest, their self-monitoring became lower than usual, which in turn led them to respond more positively to the product-oriented ad than to the image-oriented ad. The reverse was true

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when they used Instagram.

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Do You Prefer, Pinterest or Instagram? The Role of Image-Sharing SNSs and Self-Monitoring in Enhancing Ad Effectiveness

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Dong Hoo Kim School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, USA 379 Carroll Hall, Campus Box 3365, Chapel Hill, NC, 27599-3365 [email protected], 512-949-8121

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Dong Hoo Kim (PhD, University of Texas at Austin) is an assistant professor of School of Media and Journalism at the University of North Carolina at Chapel Hill. His research focuses on

consumer psychology. Natalee Kate Seely

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marketing and persuasive communications in brand-consumer relationships, new media, and

School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, USA 379 Carroll Hall, Campus Box 3365, Chapel Hill, NC, 27599-3365 [email protected], 740-705-1250

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Natalee Seely is a PhD student at the School of Media and Journalism at UNC-Chapel Hill. Her research focuses on news processes and production and audience feedback and interactivity with online news.

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Jong-Hyuok Jung

Department of Strategic Communication, Bob Schieffer College of Communication, Texas

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Christian University, Fort Worth, TX, USA TCU Box 298060, Fort Worth, TX 76129 [email protected] 817-257-4564 Jong-Hyuok Jung (Ph.D., University of Texas at Austin) is an assistant professor of department of strategic communication at Texas Christian University. His major research interests include advertising effectiveness in the new media environment, interactive advertising and consumer behavior. Especially, he is interested in the use of mobile devices as advertising media.

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Abstract

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Do You prefer, Pinterest or Instagram? The Role of Image-Sharing SNSs and Self-Monitoring in Enhancing Ad Effectiveness

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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 selfmonitoring 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 selfmonitoring can shift in the context of different image-based social media behaviors, but that selfmonitoring as influenced by social media can have implications for advertising message efficacy.

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Keywords: Image-sharing SNSs, self-monitoring, advertising effectiveness, Instagram, Pinterest

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1. Introduction Social networking sites (SNSs) are of interest to researchers because they offer insights

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into a range of communication behaviors, such as relationship maintenance, consumer behavior, political engagement, and self-presentation (Baird & Parasnis, 2011; Ellison et al., 2014;

Heinonen, 2011; Rainie et al., 2012; Gibson, 2015; Van Dijck, 2013). SNSs are web-based

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virtual networks where individuals present themselves and create and maintain their social connections (Ellison, Steinfield, & Lampe, 2007). To explore the value of social media, a

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number of studies have been conducted in the context of marketing and consumer behavior (i.e., Kim et al., 2016 a; Panek, Nardis, & Konrath, 2013; Rosenberg & Egbert, 2011; Rui & Stefanone, 2013). For instance, Maurer and Wiegmann (2011) suggest that “friendvertising,” which allows users to share their favorite brand information with others through Facebook, can be a strong advantage for using Facebook as a marketing tool.

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Recently, the growth of image-sharing SNSs such as Pinterest and Instagram has attracted attention from researchers and practitioners. A survey conducted in 2015 by the Pew Research Center suggests that 31% of online adults use Pinterest and 28% use Instagram. The

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frequency in use of these two platforms has also increased, with 59% of Instagram users

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engaging with the platform every day in 2015 as compared with 47% in 2014. Daily use of Pinterest rose from 17% in 2014 to 27% in 2015 (Pew Research Center, 2015). The growth of both of these platforms surpassed that of Facebook in 2014 (Pew, 2015). No standard definition for image-sharing SNSs has yet been established, due to its brief

history in the marketplace. However, Mull and Lee (2014) distinguished its features from other SNSs. For example, “Image-sharing SNSs share the same basic meaning, but instead of sharing textual information within their social network, users share images or pictorial information (p.

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192).” Sharing pictorial information, such as personal photos, on SNSs is one of the most popular online activities (Duggan, 2013; Kim et al., 2016), and also plays an important role in SNSs use generally (Hall & Pennington, 2012; Lee, Lee, Moon, & Sung, 2015). Many SNS users

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utilize their images as self-presentation and impression management tools to build more positive identities (Ellison, Heino, & Gibbs, 2006; Hancock & Toma, 2009; Krämer & Winter, 2008; Siibak, 2009). For example, those who engage with SNSs use their profile photos to construct

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online identities (Hum et al., 2011). Moreover, users choose their best photo images in order to manage their self-presentations more strategically (Ellison, Heino, & Gibbs, 2006). The growing

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phenomenon of SNS use reflects the adage, “Pictures speak louder than words” (Lee et al., 2015; p. 552). Given that users appear to be more likely than ever before to rely on pictorial information to represent themselves, the importance of image-sharing SNSs as self-presentation tools is increasing.

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One of the most investigated personal traits related to self-presentation is self-monitoring (Rosenberg & Egbert, 2011; Turnely & Bolino, 2001). High self-monitors tend to tailor information to present a more desirable self-image as compared to low self-monitors (Fandt &

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Ferris, 1990). By contrast, since low self-monitors are less likely to be influenced by social cues, their self-presentations are more associated with their real selves, reflecting their values, attitudes,

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and dispositions (DeBono, 2006). Thus, individuals’ self-monitoring levels influence how they engage with image-sharing SNSs. Also, self-monitoring traits can have an impact on individuals’ information processing. More specifically, high self-monitors are more likely to prefer imageoriented advertisements to product-oriented advertisement, whereas low self-monitors provide more positive evaluations of product-oriented advertisements, which emphasize functional benefits over image-oriented advertisements (Snyder & DeBono, 1985).

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Drawing upon the self-monitoring (Synder & Gangestad, 1986; Synder, 1974) framework, the current research not only explores the relationship between users and image-sharing SNSs, but also the effects of that relationship on the efficacy of advertisements. Specifically, in study 1,

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it investigates the linkage between individuals’ self-monitoring and their image-sharing SNSs (Instagram and Pinterest) uses. Reversely, in study 2, how individuals’ SNSs uses influence their self-monitoring was investigated. Furthermore, by using two different types of advertising

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stimuli in an experimental condition, the current research explores the relationship between

image-sharing SNSs (Instagram vs. Pinterest) and advertising types (image- vs. product-oriented).

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This study contributes to a better understanding of the ways in which self-monitoring influences how individuals engage with image-sharing SNSs and how they process persuasive messages displayed on such sites. The findings from the study will provide insights which can improve the marketer’s ability to construct and perform social media marketing.

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2. Literature review and theoretical framework 2.1 Pinterest and Instagram (Image-sharing SNSs)

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The popularity of image-based social media platforms is on the rise (Pew, 2015). Both Pinterest and Instagram have doubled their users since 2012. While Facebook dominates when it

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comes to social media usage, its growth has stagnated (Pew, 2015). On the other hand, the image-based social media platforms of Pinterest and Instagram continue to show growth. These platforms are also fruitful venues for marketing and advertising, with brands continuing to develop ways to increase user engagement (Ashley & Tuten, 2015). Pinterest is a pinboard-style social network website where users can collect and curate images and organize them into boards, which can be private or viewable by other Pinterest users. Individuals may also follow other users, allowing them to view an automatically updated feed of 4

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“pins” from fellow users. The platform has been called a “web-enabled form of scrapbooking and collage,” filled with images of brands, clothing, food and recipes, places, and art (Phillips, Miller & McQuarrie, 2014, p. 633). The relationships among users on Pinterest are asymmetric.

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In other words, an individual can follow someone without his or her consent, and there is no reciprocation needed (Ottoni et al., 2013). Pinterest users also enjoy the platform for its

organization functions, allowing them to view their interests in one place (Mull & Lee, 2014).

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These asymmetric relationships and organization functions make Pinterest more unique as compared with other SNSs.

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Previous studies exploring the motivations of SNS use reveal that social interaction is the most important motivation for users of SNSs. For example, Whiting and Williams find (2013) that 88% of respondents presented with ten possible motivations for engaging with SNS sites chose social interaction as the most important (e.g., social interaction, information seeking, pass

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time). In addition, Quan-Haase and Young (2010) found that users’ main motivation for using Facebook was to access social information such as friends’ news and events. Unlike other SNSs, social interaction does not appear to be as important for Pinterest users. Underlying pinning

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behavior are primary motivations of inspiration, organization, future orientation and “taste discovery” (Phillips, Miller & McQuarrie, 2014) rather than the sharing of personal information

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with others. Researchers concluded that Pinterest users “are not interacting with one another within Pinterest, but with themselves” (p. 641). Motivations for using Pinterest, therefore, seem to revolve more around personal enjoyment than they do social engagement or self-presentation. A study conducted by Linder, Snodgrass and Kerne (2014) arrived at similar conclusions about the role of social interaction in Pinterest use. They found commenting on Pinterest to be rare, and social actions typically went unnoticed on the platform. While users perceive Facebook as a

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social media space conducive to conversation, they see Pinterest as a “solitary space for collecting ideas” (Linder et al., 2014, p. 5). Instagram is a mobile device application designed for the sharing of lifetime moments

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through photos in real time (Instagram, 2015). With more than 400 million active users and

nearly 80 million photos shared on the platform daily, Instagram has become the fastest-growing major social network platform in the U.S. (Pew, 2015). Instagram allows users to take photos,

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enhance them with filtering technology, share them with followers, and comment or “like” other users’ photos. The ability to create high-quality photos is a unique feature of Instagram (Lee et

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al., 2015). Based on the original purpose of Instagram—for users to be able to share their life stories through photos—previous research has suggested that social interaction is one of the main motivations for Instagram use (e.g., Geurin-Eagleman, & Burch, 2016; Pittman, & Reich, 2016; Ridgway, & Clayton, 2016). For instance, Pittman (2015) demonstrates that the more positive

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attitude individuals have toward Instagram, the less likely they are to feel lonely. Similar to the motivations for using Facebook and Twitter, social interaction plays a critical role for using Instagram (Lee et al., 2015). In other words, establishing and maintaining social relationships is a

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primary motivational factor underlying Instagram use (Lee et al., 2015). While social interaction is a primary motivation of using Instagram, another important

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motivation is self-expression. The high-quality photos afforded by Instagram are more conducive to expression and impression management of individuals than simple text (Marwick, 2015). Unlike Pinterest users, Instagram users typically have stronger motivations, such as selfpresentation and a desire to be seen (Ridgeway & Clayton, 2015). This can be discerned in the many ways in which users manipulate photos with filters and by the prevalence of “selfies,” which have been positively associated with narcissism (Fox & Rooney, 2015). Ridgway and

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Clayton (2016) suggest individuals’ body image satisfaction is positively related to Instagram selfie posting. In sum, while both Pinterest and Instagram involve uploading and sharing photos, followers of the platforms use them differently. Instagram is used to upload, share and

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manipulate one’s own images for others to see, while Pinterest is used more to curate and organize existing photos found online. 2.2. Self-monitoring

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Individuals differ in the extent to which they observe and control the selves they present in social situations (Snyder, 1974). Self-monitoring refers to the process of regulating one’s self-

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expressions for the sake of desirable social images (Snyder, 1987). Depending on an individual’s level of sensitivity regarding social appropriateness, which can be used to guide selfpresentation, the construct of self-monitoring categorizes individuals into high and low selfmonitoring groups (Snyder, 1974). For example, high self-monitors are more likely to be

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concerned about social appropriateness, and are more apt to manipulate their self-presentations to fit different social and interpersonal relationships (DeBono, 2006; Snyder, 1974). On the other hand, low self-monitors are less concerned with social appropriateness and do not attempt to

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tailor their expressive behaviors to fit different social situations (DeBono, 2006). Critical to the self-presentation of low self-monitors is consistency with authentic attitudes, values, and feelings

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(Hall & Pennington, 2013). In other words, high self-monitors are more influenced by external cues such as social norms, whereas low self-monitors are driven more by internal cues such as dispositions (Lammers, 1991). Furthermore, self-monitoring can impact individuals’ product preferences. According to Becherer and Richard (1979), consumer preferences for social products such as perfume and alcoholic beverages are associated with high self-monitoring,

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while preferences for nonsocial products (e.g., pocket calculators and headache remedies) are associated with low self-monitoring. Given that Pinterest is more likely to be used for users’ individual enjoyment, Pinterest

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may be regarded as a more personal and less social SNS than Instagram. Through assembling images on a pinboard, Pinterest users can find, develop, and polish their personal taste (Philips, Miller, & McQuarrie, 2014). Since personal taste can be associated with an individual’s

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disposition and values, individuals who display a low level of self-monitoring may prefer

Pinterest to Instagram. By contrast, due to the importance of social interaction in Instagram,

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Instagram may be perceived as more of a social SNS than Pinterest. Therefore, differing levels of self-monitoring may influence individuals’ SNS preferences. Thus, the following hypothesis is advanced:

H1. Individuals with higher self-monitoring will prefer Instagram to Pinterest, while low self-monitors will prefer Pinterest to Instagram.

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While self-monitoring has been known as a persistent criteria that individuals have to guide their behaviors and self-presentation (Snyder, 1974), previous studies suggest that it can be changed through situational contexts and primes (Markus and Kunda, 1986; Lee and Aaker,

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2001; Simon, 1999; Sung and Choi, 2011). For example, Simon (1991) suggested that depending

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on the situations with which individuals are faced, different aspects of the self, such as psychological traits and tastes, may be primed temporally (Simon, 1999). Markus and Kunda (1986) also suggested that the self-concept is malleable, and individuals’ different selves are activated in different social environments. Lee and Aaker (2001) theorize that individuals’ selfconstrual (independent self vs. interdependent self) can be primed and that this temporally primed self-construal influences their behavioral intentions and attitudes toward brands. More specifically, Sung and Choi (2011) primed their subjects into either interdependent or

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independent self groups by showing them two different types of sports (team sports vs. individual sports). The priming effects demonstrated in the previous studies suggest that an individual’s self-

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monitoring can also be primed by media, especially SNSs. Just as an individual’s self-monitoring influences his or her preference of SNSs, SNS usage itself can have an impact on the person’s self-monitoring. For example, when using Pinterest, a person’s self-monitoring can be lower than

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his or her dispositional self-monitoring. The reverse will be true when he or she is using

Instagram. To prevent the misunderstanding of individuals’ self-monitoring and their primed

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self-monitoring, in this study, the term “dispositional self- monitoring” was used to refer the selfmonitoring that individuals originally have, much like their tendency toward a disposition. In contrast, the term “situational self-monitoring” was to used to refer individuals’ self-monitoring that is temporarily primed or influenced by situational cues (e.g. SNS usuage). Thus, the

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following hypotheses are advanced:

H2a. After being primed by Instagram, users will exhibit higher self-monitoring than their dispositional self-monitoring.

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H2b. After being primed by Pinterest, users will show lower self-monitoring than their dispositional self-monitoring. In consumer psychology, the construct of self-monitoring is important for understanding

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how individuals process and evaluate marketing communications such as advertising. Numerous studies have explored the effects of self-monitoring on consumers’ reactions to specific types of advertising and their evaluations of product quality and brand images (e.g., Aaker, 1999; DeBono, 2000; DeBono & Rubin, 1995; Snyder & DeBono, 1985). For example, Snyder and DeBono (1985) suggest that high self-monitors exhibit more favorable responses toward imageoriented ads by demonstrating a willingness to pay more for a product, whereas low selfmonitors respond more positively to product quality-oriented ads. Moreover, the perception of 9

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product quality can be influenced by the interaction effect between self-monitoring and types of advertisement (DeBono & Packer, 1991). DeBono and Packer (1991) demonstrate that when high self-monitors were exposed to image-oriented advertisements, they perceived more highly

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the quality of the products as compared with low self-monitors exposed to the same ads. The reverse was true when low self-monitors were exposed to those messages that referred to the quality of the advertised product. DeBono (2000) also suggests that high self-monitors appear to

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rely more on image variables when they evaluate product quality.

If Pinterest and Instagram, two distinctive image-sharing SNSs, can influence the extent

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to which individuals’ dispositional self-monitoring (Hypothesis 2), users of these two SNSs would display different styles of information process and evaluation. More specifically, because using Pinterest can prime users into lower self-monitoring, Pinterest users may react more positively to a product-oriented advertisement than to an image-oriented advertisement. In

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contrast, an image-oriented advertisement will be more effective for Instagram users as compared to a product-oriented advertisement. Therefore, it is hypothesized that the compatibility between image-sharing SNSs (Pinterest vs. Instagram) and types of advertisement

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(product-oriented vs. image-oriented ad) influences the overall effectiveness of the persuasion intended by the advertisements.

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H3a. Individuals who use Pinterest will display a more positive attitude toward a brand and ad when the brand is advertised with a product-oriented rather than image-oriented advertisement.

H3b. Individuals who use Instagram will display a more positive attitude toward a brand and ad when the brand is advertised with an image-oriented rather than product-oriented advertisement.

3. Material and methods 3.1. Overview of the study

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The current research was composed of two studies. The first study examined how individuals’ dispositional self-monitoring levels differ with regard to two different image-sharing SNSs, Pinterest and Instagram, through online survey. The second study investigated the relative

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impact of Pinterest and Instagram on individuals’ self-monitoring under laboratory experimental conditions. Finally, the study also investigated how individuals’ self-monitoring, as primed by the two different image-sharing SNSs, impacted the persuasiveness of the advertisements.

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3.2. Sample and Procedure

A total of 153 undergraduates (18.3% male, 81.7% female; for more details, see Table 1).

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from a large southeastern university participated in study 1 in exchange for research credit. The research participant pool was drawn from students enrolled in a communications course who signed up for the online survey and provided their informed consent. Table 1. Sample Profile (N =153) for Study 1

Ethnicity

151 2

98.7 1.3

Freshmen Sophomore Junior Senior

1 51 79 22

0.7 33.3 51.6 14.4

Caucasian (Non-Hispanic) Latino or Hispanic African American Asian or Pacific Islander Other

124 12 6 6 5

81.0 7.8 3.9 3.9 3.4

19-24 25-34

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School Year

Percent 81.7 18.3

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Age Group

Frequency 125 28

Female Male

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Gender

Only students who had both Pinterest and Instagram accounts could participate in the study. After participants reviewed and consented to the study, their dispositional self-monitoring was

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measured by the self-monitoring scale developed by Snyder and Gangestad (1986 - this scale was modified from the original scale; 14 items, α =.71; for more details, see Appendix A). Following the self-monitoring assessment, each participant’s SNS intensity was measured.

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Ellison, Steinfield, and Lampe’s Facebook intensity scale (2007) was modified and used for the study (e.g., “I am proud to tell people I am on Pinterest (or Instagram),” “I typically dedicate a part of my daily schedule to using Pinterest (or Instagram),” “I enjoy using Pinterest (or

Pinterest

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Instagram),” “I feel out of touch when I have not used Pinterest (or Instagram) for a while; α =.75; α Instagram =.74). Since the intensity of using Pinterest and Instagram is associated

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with preference of the SNSs, it was used as a dependent variable for H1. At the end of the study, participants were informed that there would be a following study and asked whether they would like to participate in the study for additional research credit. Study 1 was conducted online and took approximately 20 minutes to complete.

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Study 2 was conducted approximately one month following completion of study 1. Students who participated in study 1 and agreed to complete study 2 had been sent an email invitation with another request to provide their informed consent, and scheduling a time to come

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into the lab. A total of 61 undergraduates (40% from study 1; 18% male, 82% female) arrived at

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the computer lab at their assigned time and were given oral instructions (Table 2).

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Table 2. Sample Profile (N =61) for Study 2

Frequency 50 11

Female Male

Age Group

19-24 25-34

School Year

Freshmen Sophomore Junior Senior

Ethnicity

Caucasian (Non-Hispanic) Latino or Hispanic African American Asian or Pacific Islander Other

Percent 82.0 18.0

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Gender

96.8 3.2

2 23 29 7

3.3 37.7 47.5 11.4

49 5 3 1 3

80.3 8.2 4.9 1.6 4.9

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Participants were randomly assigned to one of two image-sharing SNS conditions (n Pinterest = 26

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vs. n Instagram = 35). They were asked to log either into their Instagram or Pinterest and spend 20 minutes using it. Participants were instructed to use their SNS as they normally would, by posting photos, liking and browsing photos of friends and themselves, or looking through pins

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and boards. After using their SNSs (Pinterest or Instagram) for 20 minutes, their situational selfmonitoring was measured via Qualtrics with the same scale as was applied in study 1.

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In order to investigate the relationship between self-monitoring and advertising types, a 2 (high self-monitoring vs. low self-monitoring) × 2 (product-oriented ad vs. image-oriented ad) between-subjects design was employed. More specifically, when participants completed their responses to the self-monitoring scale, they were randomly presented with one of two advertisement conditions (n Product-oriented = 31 vs. n Image-oriented = 30), followed by a series of questions about their attitudes toward the ad and purchase intention. The procedure took

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approximately 40 minutes to complete. Two dependent variables were used to assess the overall performance of the advertisement: attitude toward the ad (1 = bad, negative, unfavorable, not helpful, not persuasive, not believable, not credible; 7 = good, positive, favorable, helpful,

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persuasive, believable, credible; α =.95) and purchase intention (1 = unlikely, improbable, impossible; 7 = likely, probable, possible; α =.97; Lee & Aaker, 2004).

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3.3. Stimuli

To avoid the confounding effects of an actual brand that might be perceived differently

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by participants, a fictitious brand, “Seattle Espresso,” was used. Based on prior studies (DeBono & Packer, 1991; Snyder & DeBono, 1985), two different types of advertisements were created. For example, Snyder and DeBono (1985) used different copies to represent the different types of advertisements. They used, “Make a chilly night become a cozy evening with Irish Mocha Mint Coffee” for the image-oriented ad, while “Irish Mocha Mint: A delicious blend of three great

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flavors-coffee, chocolate, and mint” was used for the product-oriented advertisement (Snyder & Debono, 1985, p. 589). In other words, the image-oriented advertisement emphasized an image that a participant might feel they could obtain or achieve by using the product. By contrast, the

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product-oriented advertisement emphasized information more directly associated with the

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product itself, such as its content and quality. A pretest was conducted to select the final copies used for the stimuli. A total of 53 subjects were asked the extent to which advertisement was associated with the product itself or with its brand image. A 7-point semantic differential scale with 3 items was used (1 = product features, product quality, focusing on the quality of the brand vs. 7 = General brand image, product image, focusing on the image of the brand; α =.75). Among three advertisement sets (a total of six ad copies), one set was selected based on the results of the pretest [M product-oriented = 3.80 vs. M image-oriented = 4.83; t (51) = 2.46, p = .02]. The product-

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oriented ad stated, “Seattle Espresso: Deep roasted flavor with a smoky aroma and dark chocolaty finish. Enjoy good morning coffee aroma!” while the image-oriented copy said, “The

other factors in the stimuli were identical (see Appendix B). 4. Results

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4.1. Hypothesis 1 testing

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best way to wake up. With Seattle Espresso, make a good morning.” Except for the copies, all

To examine the relationship between individuals’ self-monitoring and their image-

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sharing use, participants were grouped into either high or low self-monitors based on their selfmonitoring scores. Median split is one of the most frequently used methods to convert a continuous variable into a categorical one. However, Gracia, MacDonald, and Archer (2015) suggest that unlike median split focusing on variables and their cut-off values in population, the

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hierarchical cluster analysis such as K-means cluster analysis forms groups by sequentially joining the most similar subjects on variables of their interest. Therefore, using K-means cluster can ensure participants are assigned to a group most similar to theirs (MacDonald & Kormi-

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Nouri, 2013). A K-means cluster analysis was carried out following the suggestion of Gracia et al. (2015) and results demonstrated that participants could be classified into two different groups

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depending on their self-monitoring scores (n high = 59 vs. n low = 94). A significant difference between the groups was identified [F (91, 151) = 299.32, p = .00]. H1 predicted that high self-monitors would be more likely to use Instagram than

Pinterest, whereas low self-monitors would prefer Pinterest to Instagram. The results of one-way ANOVAs revealed a significant effect of self-monitoring on Pinterest use [F (1, 151) = 6.81, p = .01, η2 = .04]. The participants with lower self-monitoring exhibited more Pinterest intensity (M = 3.80, SD = 1.06) than those with higher self-monitoring (M = 3.35, SD = 1.00). However, 15

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no significant relationship between self-monitoring and Instagram use were found [M Instagram = 4.95, SD = 1.24 vs. M Pinterest = 4.87, SD = 1.14; F (1, 151) = .14, p = .71, η2 = .00], Therefore, H1 was partially supported.

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4.2. Hypothesis 2 testing

To examine how image-sharing SNS use impacts individuals’ self-monitoring, self-

monitoring scores from study 1 and study 2 were compared through paired sample t-tests. These

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tests specifically compared participants’ pre- and post-self-monitoring (dispositional vs.

situational self-monitoring). As expected, the results of the paired sample t-tests suggested that

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individuals who used Pinterest for 20 minutes showed lower self-monitoring scores as compared with their dispositional self-monitoring scores [t (25) = 2.46, p = .02, M study 2 = 4.13, SD = .67, M study 1

= 4.32, SD = .79]. By contrast, individuals who used Instagram showed higher self-

monitoring scores in comparison with their dispositional self-monitoring scores [t (34) = -2.35, p

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= .03, M study 2 = 4.41, SD = .63, M study 2 = 4.30, SD = .68]. Therefore, H2a and b were supported. 4.3. Hypothesis 3 manipulation checks

To assess the efficacy of the different copy orientations (image vs. product) embodied in

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the advertisements, participants were asked to indicate on a semantic differential scale whether the advertisement focused on brand image or the product itself (e.g., “Overall, I think the

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advertisement illustrates _______, 1 = product features, product quality, focusing on the quality of the brand vs. 7 = general brand image, product image, focusing on the image of the brand; 3 items; α =.82; modified from Snyder & DeBono, 1985). This scale was created based on Snyder and DeBono’s research (1985). As expected, participants presented with the product-oriented ad condition indicated that the ad was more associated with the product itself (M = 4.49, SD = 1.45), while participants presented with the image-oriented ad indicated that the ad was concerned

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more with overall brand image [M = 5.52, SD = 1.38, t (59) = 2.84, p = .01]. The results showed that manipulation of the ad copy was successful. 4.4. Hypothesis 3 testing

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To examine the hypotheses, a 2 (Pinterest vs. Instagram) × 2 (product-oriented vs. image-

oriented ad) between-subjects design was performed for the two dependent variables. The results revealed that there was a significant two-way interaction effect on attitude toward the ad [F (1,

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57) = 12.02, p = .00, η2 = .17]. Two main effects (SNSs and types of advertisement) were shown not to be significant (FSNSs = .01, p = .94, η2 = .00; FAD = .17, p = .68, η2 = .00). To further

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investigate the interaction effect directly, planned contrast tests were performed. The planned contrast analysis is used when researchers specify the prediction about the nature of difference in the group, while post hoc analysis is used when no prior predictions were made (Keppel, 1991). Since the H3 a&b assumes the interaction effect from previous literature, planned contrast

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method is used instead of post hoc analysis. The planned contrasts demonstrated that participants who used Instagram displayed a more positive attitude toward the image-oriented advertisement than toward the product-oriented advertisement [M image-oriented = 4.77, SD = 1.51 vs. M product= 3.40, SD = 1.39; F (1, 57) = 8.91, p = .00, η2 = .14]. The reverse case for participants

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oriented

who used Pinterest was also identified as significant [M product-oriented = 4.65, SD = 1.07 vs. M image= 3.57, SD = 1.31; F (1, 57) = 4.04, p = .04, η2 = .07].

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oriented

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Table 3. Analysis of variance of SNS and ad type on attitude

Dependent variables

Two-way ANOVA

SNSs (Instagram vs. Pinterest)

Ad type

Attitude toward the ad


2

p





.17

.00

.68

.01

.00

.94

12.02

.17

.00

df

(Image vs. Product)

1 1

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SNSs × Ad type

1

F

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Factors

Note: Significant at the p < .05 level

Attitude toward the advertisement

5

4.77 4.65

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4.5

4

3.5

Image-oriented Ad Product-oriented Ad

3.57

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3.40 3

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Figure 1. Interaction effect between Image-sharing SNSs and Ad types

Pinterest

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Instagram

As shown in Figure 2, the results of the ANOVA for participants’ purchase intentions

yielded a significant interaction between SNSs and types of advertisement [F (1, 57) = 8.73, p = .01, η2 p = .13]. Similar to that of respondents’ attitudes toward the ad, no main effects (SNSs and types of advertisement) were found (FSNSs = .18, p = .67, η2 p = .00; FAD = .04, p = .85, η2 p = .00). Subsequent contrast analysis indicated that for participants under the Instagram condition, the image-oriented advertisement resulted in more purchase intentions than did the product-

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oriented advertisement [M image-oriented = 4.14, SD = 1.93 vs. M product-oriented = 2.89, SD = 1.57; F (1, 57) = 4.50, p = .04, η2 p = .07]. In contrast, when participants used Pinterest, the productoriented advertisement was more effective in increasing their purchase intention than was the

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image-oriented advertisement [M product-oriented = 4.42, SD = 1.67 vs. M image-oriented = 3.00, SD = 1.67; F (1, 57) = 4.30, p = .04, η2 p = .07].

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Table 4. Analysis of variance of SNS and ad type on purchase intention Dependent variables

Two-way ANOVA df

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Factors

SNSs

(Instagram vs. Pinterest)

Ad type

Purchase intention

(Image vs. Product)

SNSs × Ad type

.67

1

.04

.00

.85

1

8.73

.13

.01

3.5

3

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4

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4.14

2.89

Image-oriented Ad Product-oriented Ad

3.00

2.5 Instagram

Pinterest

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.00

4.42

4.5

p



.18

Figure 2. Interaction effect between Image-sharing SNSs and Ad types Purchase intention


2

1

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Note: Significant at the p < .05 level

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5. Discussion 5.1. Summary The current research investigated the association between individuals’ self-monitoring

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and their image-sharing SNSs (Pinterest & Instagram) use and the role of self-monitoring on the efficacy of the advertising messages. Based on the premise that Instagram would be more

attractive for high self-monitors, whereas low self-monitors would be more interested in using

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Pinterest, this study empirically tested a reciprocal relationship between individuals’ self-

monitoring and image-sharing SNS use. Furthermore, it was hypothesized that individuals’ self-

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monitoring, influenced by image-sharing SNSs use (high self-monitoring with Instagram vs. low self-monitoring with Pinterest), can impact the persuasiveness of advertising messages (imageoriented vs. product-oriented ad).

As expected, the results of the study demonstrated that there was a significant reciprocal

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relationship between individuals’ self-monitoring and Pinterest use. Low self-monitors exhibited a higher intensity toward Pinterest than they did Instagram, and after using Pinterest, individuals’ self-monitoring decreased in contrast to their self-monitoring level prior to their Pinterest use.

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Even though high self-monitors displayed a higher intensity toward Instagram than to Pinterest, the difference was not significant. According to Lee and her colleagues (2015), the “archiving”

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motive is one of the major predictors of attitudes toward Instagram use, along with the “social interaction” and “peeking” motives. Given that the “archiving” motive is composed of six items (e.g., “To record daily events through photos,” “To create my personal space,” “To do personal blogging,), it can be suggested that individuals use Instagram not only for social interaction but also for personal pleasure. Unlike Pinterest—the primary SNS platform associated with users’ private pleasure and taste discovery (Phillips, Miller, & McQuarrie, 2014)—Instagram users can

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satisfy both their social and personal needs. These differences between Instagram and Pinterest motives may account for the insignificant relationship between self-monitoring and Instagram preference. However, when individuals used Instagram for 20 minutes, their self-monitoring

Instagram plays a role in increasing individuals’ self-monitoring.

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became significantly higher than usual. In other words, it was empirically supported that

These relationships between self-monitoring and image-sharing SNSs use can influence

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how individuals evaluate different types of advertisements. When individuals used Pinterest, their self-monitoring became lower than usual, which in turn led them to respond more positively

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to the product-oriented advertisement than to the image-oriented advertisement. In contrast, individuals who used Instagram displayed higher self-monitoring than usual, and the increased self-monitoring influenced them to react more favorably to the image-oriented advertisement than to the product-oriented advertisement.

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5.2. Implications

The results of the current research have several important implications. First, the study’s overall findings contribute to the extension of the self-monitoring concept. Most previous self-

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monitoring research in social media has focused primarily on the role of self-monitoring from the perspective of interpersonal relationships in one SNS platform (e.g., Hall & Pennington, 2013;

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Rosenberg & Egbert, 2011). For example, Rosenberg and Egbert (2011) suggest that high selfmonitors tend to use the impression management tactic, which allows them to disclose desirable traits and behaviors through their Facebook. By comparing two different image-sharing SNSs based on individuals’ self-monitoring levels (high vs. low), the current research suggests that users’ self-monitoring can serve as a predictor of SNS usage. The study’s findings thus provide an opportunity to better understand self-monitoring effects in the SNS context.

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Second, the current study examines not only how an individual’s self-monitoring influences his or her SNS use, but also how SNS use impacts an individual’s self-monitoring. Even though previous studies have demonstrated that individuals’ self-concepts can be primed

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by situational contexts (Aaker &Lee, 2001; Sung & Choi 2011), little empirical research shows that individuals’ self-monitoring levels can be changed through their SNS uses. By

demonstrating that Pinterest decreases users’ self-monitoring, while Instagram increases it, the

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current study expands the application of the self-monitoring theory into newer social media

platforms. This would suggest that the role of the SNS is not limited by the tool for individuals’

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self-presentation. The SNS can be a determinant of individuals’ self-presentation. This implies that individuals’ information processing would differ by their uses of two different imagesharing SNSs.

Third, the research empirically demonstrates that individuals’ primed self-monitoring

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impacts their attitudes toward the ad and their purchase intentions. As a practical implication, this suggests that matching a type of advertisement with the appropriate SNS (product-oriented ad to Pinterest or image-oriented ad to Instagram) can improve the effectiveness of persuasive

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messages. This fit effect between SNSs and persuasive message content can serve as a new guideline for social media planning. For example, using Pinterest may be more effective when a

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brand describes its product in more detail, whereas Instagram may be a more effective tool for a brand to emphasize the positive images resulted from consuming its product. Furthermore, by using these fit effects, practitioners can select more effective social

media based on the features of the advertised product. For example, social products (e.g., perfume and alcoholic beverage) which are more appealing to high self-monitors can be advertised more effectively through Instagram, whereas non-social products (e.g., headache

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remedies and bottled water) which are more appealing to low self-monitors can be advertised more effectively by using Pinterest. In sum, the relationships between self-monitoring and SNSs uses can open the door for strategic message design—not only for guiding more persuasive

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message types, but perhaps also for suggesting more effective media plans. 5.3. Limitations and future research

Although the current research furthers inquiry into the relationship between self-

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monitoring and SNS use, several limitations should be addressed. First, issues relating to the unbalanced gender ratio (study 1, 81.7% female; study 2, 82% female) and student sample

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should be addressed. Although 18-24 age groups are considered as one of the largest groups among image-sharing SNSs users (Pew Research 2015), future research needs to test the validity of the current study in more broad sampling population to increase its generalizability. Second, to examine the fit effects of self-monitoring and SNSs on the efficacy of advertising messages,

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this study used only one product category (coffee). Therefore, the generalizability of the findings could be limited. To overcome this limitation, additional product categories should be included in future research to achieve more cross-category validation. Lastly, previous studies suggested

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the importance of culture as a variable to influence individuals’ self-monitoring. According to Gudykunst and his colleagues (1987), the U.S. sample showed higher levels of self-monitoring

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compared to that of the Japanese and Korean samples. Therefore, the impact of culture on the relationship between self-monitoring and SNS use needs to be investigated. For example, Koreans may exhibit a significantly lower level of self-monitoring when using Pinterest than do Americans. To gain a better understanding of the relationship between self-monitoring and SNS use, future studies need to incorporate the role of culture on the relationship. 5.4. Conclusion

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Drawing upon the self-monitoring framework, the current study focuses, first, on the relationship between self-monitoring and use of two image-sharing SNS platforms, and second, the influence of image-based SNS use on individuals’ dispositional self-monitoring levels and

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the efficacy of persuasive messages. It is hoped that the findings of this study offer theoretical contributions to the field and provide valuable practical implications to marketers and advertisers

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interested in promoting their brands on image-sharing SNSs.

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Appendix A Self-monitoring scale (modified from Snyder and Gangestad, 1986)

1. I find it hard to imitate the behavior of other people. a 2. I can only argue for ideas which I already believe. a

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Item

information.

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3. I can make impromptu speeches even on topics about which I have almost no

4. I guess I put on a show to impress or entertain people.

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5. I would probably make a good actor.

6. In a group of people I am rarely the center of attention. a 7. I am not particularly good at making other people like me. a 8. I’m not always the person I appear to be.

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9. I have considered being an entertainer.

10. I have never been good at games like charades or improvisational acting. a 11. I have trouble changing my behavior to suit different people and different

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situations. a

12. I feel a bit awkward in company and do not show up quite so well as I should. a

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13. I can look anyone in the eye and tell a lie with a straight face (if for a right end). 14. I may deceive people by being friendly when I really dislike them.

a

Items are negatively phrased and reverse coded.

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Appendix B B-1. Image-oriented ad

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B-2. Product-oriented ad

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