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

Authors: Dongjae Lim; Jhih-Syuan Lin

Addresses: Department of Advertising and Public Relations, College of Communication and Information Sciences, University of Alabama, Tuscaloosa, AL 35487, USA ' International Cooperation, Office of International Cooperation, Department of Advertising, College of Communication, National Chengchi University, Taipei, Taiwan

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.

Keywords: online video advertising; self-monitoring; endorser attractiveness; sex appeal; gender; share intention.

DOI: 10.1504/IJIMA.2025.146386

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.3, pp.333 - 354

Received: 10 Feb 2022
Accepted: 27 Nov 2022
Published online: 28 May 2025 *

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