Determinants of Pinterest Affinity for Marketers using Antecedents of User-Platform Fit, Design, Technology, and Media Content

Abstract

Social media networks have attracted a large number of users over the year which has increased its potential as a marketing channel. It is important for marketers to investigate characteristics and differentiators in these social media platforms so unique marketing strategies can be used. The Pinterest social media network is a much smaller platform as compared to other larger social media sites such as Facebook, Snapchat, WhatsApp, Instagram, YouTube, and Twitter. Pinterest has a comparatively smaller user base that has been underutilised as a marketing channel. However, Pinterest offers tremendous potential for marketers because of niche appeal in a strong visual medium. Using antecedents of usability, design, user-platform fit, and media content of the Pinterest platform, this study investigated user affinity toward Pinterest. Pinterest affinity, in this study, refers to composite constructs of value, loyalty, and trust experienced by Pinterest users. The results of the study showed that user-platform fit, technical characteristics, design, and purchase intention constructs were important determinants of users' affinity toward Pinterest. Based on these findings, managerial implications and recommendations to marketers on Pinterest are discussed.