政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/148728

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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/148728

Title:	The Effect of Self-Monitoring and Endorser Attractiveness on Online Video Advertising Responses
Authors:	林芝璇 Lin, Jhih-Syuan;Lim, Dongjae
Contributors:	傳播學院
Keywords:	online video advertising;self-monitoring;endorser attractiveness;sex appeal;gender;share intention
Date:	2023-07
Issue Date:	2023-12-13 14:16:29 (UTC+8)
Abstract:	This study examines how self-monitoring influences the effect of physically attractive endorsers in online video ads. A series of between-subject design online experiments found that high self-monitors are more favourable and more likely to share online video ads with an attractive endorser than ads with a less attractive endorser. In contrast, individuals with low self-monitoring do not differ in their advertising responses. In addition, a moderating effect of gender influences high self-monitoring females’ favourable ad responses. In a follow-up study for provocative online video ads (e.g., nudity and sexuality), gender may limit the effects observed in the study, as males with high self-monitoring are reluctant to share such content. On the other hand, females were reluctant to share online video ads, regardless of each individual’s self-monitoring level. The study provides theoretical and managerial implications discussed in which matching individuals on self-monitoring and gender is vital for matching appropriate endorser types of online video advertising.
Relation:	International Journal of Internet Marketing and Advertising
Data Type:	article
DOI:	10.1504/IJIMA.2023.10058110
Appears in Collections:	[傳播學院] 期刊論文

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