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

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51573989 Online Users : 947

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 期刊論文 > Item 140.119/148728

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

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	232	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...