Consumers As Digital Visual Curators: a Study of Pinterest in B2b Settings

Curatorship is a natural propensity in the social media. This study explores consumers’ behavior on the fully visual Pinterest B2B corporate sites. Preliminary findings show that individuals’ interest in the imagery of the corporate environment leads to following behaviors. Consumers’ attention is directed towards visuals that generate emotions.


Gema Vinuales and Nikhilesh Dholakia (2013) ,"Consumers As Digital Visual Curators: a Study of Pinterest in B2b Settings", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 344-344.


Gema Vinuales, University of Rhode Island, USA
Nikhilesh Dholakia, University of Rhode Island, USA


E - European Advances in Consumer Research Volume 10 | 2013

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