TY - JOUR
T1 - Does mindset matter for using social networking sites?
T2 - understanding motivations for and uses of Instagram with growth versus fixed mindset
AU - Song, Young A.
AU - Lee, So Young
AU - Kim, Yoojung
N1 - Publisher Copyright:
© 2019, © 2019 Advertising Association.
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85069461948&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85069461948&partnerID=8YFLogxK
U2 - 10.1080/02650487.2019.1637614
DO - 10.1080/02650487.2019.1637614
M3 - Article
AN - SCOPUS:85069461948
SN - 0265-0487
VL - 38
SP - 886
EP - 904
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 6
ER -