TY - JOUR
T1 - The Effect of Online Media Platforms on Joining Causes
T2 - The Impression Management Perspective
AU - Jeong, Hyun Ju
AU - Lee, Mira
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84890720215&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84890720215&partnerID=8YFLogxK
U2 - 10.1080/08838151.2013.845824
DO - 10.1080/08838151.2013.845824
M3 - Article
AN - SCOPUS:84890720215
SN - 0883-8151
VL - 57
SP - 439
EP - 455
JO - Journal of Broadcasting and Electronic Media
JF - Journal of Broadcasting and Electronic Media
IS - 4
ER -