Annual Conference 2019

Applying self-construal theory, this study investigates how users’ self-construals influence their SNS intensity on Snapchat or Instagram (Study 1), as well as the effect using a specific SNS platform has on users’ self-construals (Study 2). In addition, this research investigates how an individual’s self-construal can be primed by SNS use, and the impacts of that priming on a user’s information processing (Study 3). Unexpectedly, the results from study 1 demonstrate that individuals with higher independent self-construal show stronger intensity toward Snapchat than Instagram. The findings from study 2 empirically support that using Snapchat increases users’ interdependent self-construal, whereas using Instagram increases users’ independent self-construal. The results from Study 3 not only provide compatible evidence that SNS platforms can change users’ self-construal, but also demonstrate the interplay between the primed self-construal by SNS platforms and ad types (emotional appeal vs. cognitive appeal ad) in shaping individuals’ response toward the ad. The current research contributes to the field by expanding the self-construal concept in SNS research as well as provides practical implications to improve the efficacy of advertising campaigns.