The Effect of Online Media Platforms on Joining Causes: The Impression Management Perspective

Hyun Ju Jeong, Mira Lee

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

Abstract

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.

Original languageEnglish
Pages (from-to)439-455
Number of pages17
JournalJournal of Broadcasting and Electronic Media
Volume57
Issue number4
DOIs
StatePublished - 2013

ASJC Scopus subject areas

  • Communication

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