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Understanding Pinterest as a Social Media Platform Brand: Users' Perspectives

This study explores the relationship between Pinterest users and the platform as a social media brand, including users' motivations, perceptions, and experiences. The findings shed light on the unique features of Pinterest as a visual and creative space for inspiration and idea sourcing.

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Understanding Pinterest as a Social Media Platform Brand: Users' Perspectives

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  1. 6th International Consumer Brand Relationships Conference May 19-21, 2019, Cancun, Mexico Understanding Pinterest as a Social Media Platform Brand: Users’ Perspectives DrAnita Basalingappa Professor in Marketing & Chairperson, Online Programs MICA Ahmedabad, Gujarat, INDIA

  2. Founded by Ben Silbermann, San Francisco CA “Pinterestusers pinitems they like so that their friends and followers can view curated lists of subjects such as recipes, clothing items, household goods and places to travel, providing valuable and targeted data about consumers’ interests and their intent to buy” Monthly active users: 250mn Average time spent on Pinterest: 14.2 minutes Market Value in 2019: $15bn Revenues: $700mn Ad revenue: $1bn https://www.omnicoreagency.com/pinterest-statistics/ Anita Basalingappa, MICA, 6th iCBR, Cancun, May 19th to 21st, 2019

  3. Background Literature: Social media users’ consumption of social media content sow the seeds for future exploration (Syrdal and Briggs, 2018) Fajerand Schouten (1995); Fournier (1998); Fetscherin and Heinrich (2014); Hollenbeck and Kaikati (2012); Escalasand Bettman (2005) : Consumer Brand Relationships Uses and gratification theory (Bulmer and Katz, 1973) Information & Education; Entertainment; Personal Identity; Integration and Social Interaction; Escapism • Studies have explored motivations for using visual social media platforms such as Instagram and Pinterest and also emphasized the need to understand changing social media use by social media users overtime (Jin et al., 2017). Technology acceptance model (Davis, 1989) Perceived usefulness; Perceived ease of use Relational maintenance literature (Dindia & Canary, 1993; Montgomery, 1993) Relational longevity & stability; Quality of relationship; Keeping relationship statusquo; Repair; Managing dialectical tensions • Pinterest is found to be least frequently visited social media site compared to Facebook, Twitter and Instagram, though the time spent per visit is the maximum on Pinterest (Clark et al., 2017). Anita Basalingappa, MICA, 6th iCBR, Cancun, May 19th to 21st, 2019

  4. Research Questions Method Data Collection: Semi-structured interviews 123 respondents across India Respondents were Pinterest account holders with: A minimum of 10 minutes of usage per day At-least once in a week active participation Respondent Profile: Average age: 28.1 Max age: 54; Minimum age: 19 Equal representation of two genders – male and female Occupation: Mostly working professionals, in minority – students and homemakers What does Pinterest as a social media brand mean for social media users? • What is the relationship between Pinterest users and Pinterest as a social media platform brand? Anita Basalingappa, MICA, 6th iCBR, Cancun, May 19th to 21st, 2019

  5. What does Pinterest as a social media brand mean for social media users? • Creative; Inspiring; Ideas; No nonsense platform; Unlike other social media platforms; Visual platform- Only similar to Instagram; Pictorial search engine – can be compared with Google; Ease of use • Unlike social media; hardly upload/change their profile picture; it has ideas unlimited minus the noise when compared with other social media networking platforms • It can transform any idea into extraordinary idea and can change minds • Almost like an album, local bookshop, art gallery for a variety of requirements; Provides fuel for imagination; friend in need is a friend indeed; Moodboard; Cupboard of ideas Anita Basalingappa, MICA, 6th iCBR, Cancun, May 19th to 21st, 2019

  6. What is the relationship between Pinterest users and Pinterest as a social media platform brand? • Need for the relationship with Pinterest is for sourcing ideas and inspiration and a go-to place for any creative mind’s requirement • Aladdin and Genie; Mowgli and Balloo; Vikramand Betal • ‘Chale to chand tak, warna shyam tak’(can go up to the moon else till the evening) • Magnet with a kaleidoscopic wheel which is a visual treat • Logo, Red colour, Pins, Safe • Though the platform has something for everyone, specifically it is found apt for creative minds – Architects, Interior designers, DIY experts, Painters, Data Analysts, Photographers, Typography, Graphic designers, stylists, Fashion, Geeks, homemakers, fitness freaks, • Plays the role of a pictorial expert: Go-to platform • Pictorial Search engine: Creative space • Professional, Moodboard, trust worthy, safe • Focus is on inspiring ideas and not networking • Functional and experiential description and less of symbolic connections • Those who tend to compare with other SNS do not prefer Pinterest, but those who know its uniqueness swear by it • Need to explore self brand connection for Pinterest vis-à-vis all other SNS Anita Basalingappa, MICA, 6th iCBR, Cancun, May 19th to 21st, 2019

  7. Thank youanita.basalingappa@micamail.inabasalingappa Relatively active on Facebook, Instagram, Twitter & LinkedIn Exist on Pinterest, Snapchat, Tumblr …. only to explore as of now

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