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.