Why Do We Pin? New Gratifications Explain Unique Activities in Pinterest

Ruoxu Wang, Fan Yang, Saijing Zheng, S. Shyam Sundar

Research output: Contribution to journalArticlepeer-review

23 Scopus citations


Pinterest is now the fourth most popular social network site after Facebook, Twitter, and LinkedIn in the United States, offering its own suite of functions. This study investigated why individuals use specific features of Pinterest such as pinning, creating, liking, following, commenting, inviting, sharing, checking, searching, and browsing different categories. An online survey (N = 113) revealed that a brand new set of gratifications (specific to digital media) predicted a large number of user behaviors in Pinterest. The results showcased the predictive value of affordance-based gratifications in shaping specific user behaviors on social-media.

Original languageEnglish (US)
JournalSocial Media and Society
Issue number3
StatePublished - Aug 1 2016

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Communication
  • Computer Science Applications


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