Dreaming out loud on Pinterest: New forms of indirect persuasion

Barbara J. Phillips, Jessica Miller and Edward F. McQuarrie

Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers.

Dreaming out loud on Pinterest: New forms of indirect persuasion

Barbara J. Phillips

University of Saskatchewan, Canada

Jessica Miller

Southern Methodist University

Edward F. McQuarrie

Santa Clara University

Advertising doesn’t mirror how people are acting, but how they are dreaming.

(Jerry Goodis, quoted in Jhally 2012)

Introduction

As of 2013, online advertising revenues had reached a peak of almost $43 billion, surpassing both broadcast and cable television revenues for the first time (IAB 2014). Advertisers are interested in understanding how best to allocate their rapidly increasing expenditures online. However, achieving goals for consumer persuasion across new media can be difficult when...

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