This study examines whether and how consumers with different mindsets (i.e. fixed versus growth) have different motives for and patterns of using Instagram. The findings indicate that growth-mindset individuals are more likely to engage in a variety of Instagram activities and to have various motives for using Instagram (i.e. identity expression, social interaction, relationship management, and information seeking). In terms of brand-related motives for using Instagram, interestingly, growth-mindset individuals place relatively greater emphasis on brand identification. Further implications are also discussed.
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