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- W2743197872 abstract "This study examines the self-monitoring tendency’s role in communicationcampaign message effects. Analysis of survey data in a charity campaigncontext indicates that high self-monitors evaluate the charity campaignmessage more favorably than low self-monitors. In addition, perceivedmessage effectiveness and presumed media influence are significantlyassociated with charitable behavior intention only among high selfmonitors.The findings highlight the importance of understandingindividual differences for designing campaign messages and predictingtheir effects more effectively.Key words : self-monitoring, communication campaign, perceived messageeffectiveness, presumed media influence, individual differences" @default.
- W2743197872 created "2017-08-17" @default.
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- W2743197872 date "2010-01-01" @default.
- W2743197872 modified "2023-09-23" @default.
- W2743197872 title "An Individual Difference Approach to Understanding Campaign Message Effects: Self-Monitoring, Perceived Message Effectiveness, and Presumed Media Influence" @default.
- W2743197872 hasPublicationYear "2010" @default.
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