Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study examines the self-monitoring tendency’s role in communication campaign effects. An analysis of survey data in a charity campaign context indicates that high self-monitors evaluate the charity campaign message more favorably than low self-monitors. In addition, perceived message effectiveness and perceived campaign influence are significantly associated with charitable behavior intention only among high self-monitors. The findings highlight the importance of understanding individual differences for more effective communication campaigns.