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

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.