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The effect of self-monitoring and endorser attractiveness on online video advertising responses

Author

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  • Dongjae Lim
  • Jhih-Syuan Lin

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.

Suggested Citation

  • Dongjae Lim & Jhih-Syuan Lin, 2025. "The effect of self-monitoring and endorser attractiveness on online video advertising responses," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 22(3), pages 333-354.
    • Handle: RePEc:ids:ijimad:v:22:y:2025:i:3:p:333-354
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