Drawing on the impression management theory, this study examined the effect of online media platforms, social network sites (SNSs) versus non-SNSs, on the intention to join a cause. The online experimental study discovered that the SNS was more effective in increasing the intention to join a cause than the non-SNS. The findings also demonstrated the mediating role of the perceived visibility of joining the cause and the moderating role of public self-consciousness on this effect. Further, self-cause image congruence positively influenced the intention to join the cause, while it did not moderate the effect of online media platforms.
|Number of pages||17|
|Journal||Journal of Broadcasting and Electronic Media|
|State||Published - 2013|
ASJC Scopus subject areas