| dc.contributor | 傳播學院 | - |
| dc.creator (作者) | 林芝璇 | - |
| dc.creator (作者) | Lin, Jhih-Syuan;Lim, Dongjae | - |
| dc.date (日期) | 2023-07 | - |
| dc.date.accessioned | 13-Dec-2023 14:16:29 (UTC+8) | - |
| dc.date.available | 13-Dec-2023 14:16:29 (UTC+8) | - |
| dc.date.issued (上傳時間) | 13-Dec-2023 14:16:29 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/148728 | - |
| dc.description.abstract (摘要) | 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. | - |
| dc.format.extent | 135 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | International Journal of Internet Marketing and Advertising | - |
| dc.subject (關鍵詞) | online video advertising; self-monitoring; endorser attractiveness; sex appeal; gender; share intention | - |
| dc.title (題名) | The Effect of Self-Monitoring and Endorser Attractiveness on Online Video Advertising Responses | - |
| dc.type (資料類型) | article | - |
| dc.identifier.doi (DOI) | 10.1504/IJIMA.2023.10058110 | - |
