Evaluating Socioeconomic Influences on Pinterest Consumer Behavior

Abstract

Given the increasing popularity of social media channels for influential consumption mechanisms, this research aims to evaluate socioeconomic factors with Pinterest behaviors, underpinned by consumer behavior characteristics. Strategic recommendations are also proposed for marketing managers to optimize their usage of Pinterest. An online questionnaire was completed by a sample of 50 Pinterest users, while 4 face-to-face interviews were conducted with the aim of providing a framework for enhanced use of Pinterest. Findings indicated that virtual exploration is seen as a key Pinterest motivator, supported by the top pinboard rankings of Food, DIY, and Home. Secondly, occupation and family status were the two most significant socioeconomic factors that influences behavioral uses of Pinterest. A concentrated population between ages 25–34, representing higher income households and occupations consisting of Teachers and Business Professionals, exemplified the highest usage and self-efficacy of Pinterest. Low frequency of actual consumption through Pinterest, resulting in high visual consumption, curation of pins, and pinning behaviors were apparent throughout all socioeconomic factors, however the minimal actual consumption can be improved upon, as ease-of-use features are enhanced to embedded e-commerce and online blogs.