Does mindset matter for using social networking sites? understanding motivations for and uses of Instagram with growth versus fixed mindset

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.