Study of Chilean consumer behavior on Pinterest
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Abstract
Traditional media saturation and the social network sites standstill have caused consumers migrate from Facebook and Twitter to new social network sites such as Pinterest. However, given the novelty of Pinterest, companies do not know how to take advantage of this new communication channel. Therefore, the objective of this study is to analyze the consumers’ behavior of Chilean in Pinterest. A survey was developed in which the most used Pinterest features and the ways consumers interact with companies on this social network site were examined. To the best of our knowledge, this is the first study that analyzes the consumers’ behavior of Chilean in Pinterest contributing both theoretically and practically to marketing online.
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