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

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.

Notes

Note. ^aThe dummy variable for online media platforms (non-SNSs = 0, SNSs = 1)

*p < .05

**p < .01

***p < .001.

Note. ^aThe dummy variable for online media platforms (non-SNSs = 0, SNSs = 1)

^ba higher score indicates a lower self-cause image congruence

*p < .05

**p < .01.