## 4 Results and Discussion
Differently, Figure 4 shows that for individuals with a high level of conformity intention, a 2 SM generates the same attitude towards the vlog when no information about a YouTube's media metrics is shown (M = 3.56, SD = 1.25 and when high a YouTube's media metrics are displayed (M = 3.85, SD = 1.23, t(19) = -0.515, \(p\) = 0.612), and that a 1 SM generates the same attitude towards the vlog when a high YouTube's media metrics are shown (M = 3.71, SD = 1.64) and when no information about the YouTube's media metrics is displayed (M = 3.00, SD = 1.28, t(28) = -1.195, \(p\) = 0.242). Figures 3 and 4 show the interaction effect between type of message and a YouTube's media metrics is different for individuals with low and high levels of conformity intention. \begin{table}
\begin{tabular}{c c c c c c} \hline \hline
**Type of Message** & **YouTuber’s** & **Conformity** & **Mean** & **Std. ** & **N** \\  & **Media Metrics** & **Intention** & **Mean** & **Deviation** & **N** \\ \hline  & & Low & 4.04 & 1.499 & 18 \\  & No information & High & 3.56 & 1.254 & 9 \\  & & Total & 3.88 & 1.416 & 27 \\ \cline{2-6} Two\_Sided & High Media & Low & 2.83 & 1.401 & 23 \\  & & High & 3.85 & 1.232 & 12 \\  & & Total & 3.18 & 1.414 & 35 \\ \cline{2-6}  & & Low & 3.36 & 1.550 & 41 \\  & & High & 3.73 & 1.218 & 21 \\  & & Total & 3.48 & 1.447 & 62 \\ \hline  & & Low & 2.94 & 1.460 & 21 \\  & No information & High & 3.00 & 1.286 & 10 \\  & & Total & 2.96 & 1.385 & 31 \\ \cline{2-6} One\_Sided & High Media & Low & 4.35 & 1.587 & 12 \\  & & High & 3.71 & 1.642 & 20 \\  & Metrics & Total & 3.95 & 1.626 & 32 \\ \cline{2-6}  & & Low & 3.45 & 1.634 & 33 \\  & Total & High & 3.47 & 1.548 & 30 \\  & & Total & 3.46 & 1.581 & 63 \\ \hline  & & Low & 3.45 & 1.560 & 39 \\  & No information & High &The explanation for the interaction effect of type of message X YouTube's media metrics for individuals with low conformity intention is the same given for the analysis of the aggregated data, based on the ELM--but why does the moderator effect of conformity intention disappear for individuals with high conformity intention? This finding could be speculatively explained by the optimal distinctiveness theory (ODT), which posits that individuals always look for equilibrium between extreme similarity to others and extreme distinctiveness from others [37]. This means that individuals want to be moderately dissimilar in a group. Simultaneously, they want to be part of the group and different from others in the group. If individuals want to be part of the group and yet different from others in the group at the same time [42], the intensity of the need to be unique in the group and part of it would be conditioned by the individual's conformity intention. Thus, it is possible that an individual with high conformity intention will not have a high need for individualization. Figure 4: The interaction effect between type of message and YouTube’s media metrics on attitude towards the vlog for high conformity intention. Figure 3: The interaction effect between type of message and YouTube’s media metrics on attitude towards the vlog for low conformity intention. For this reason, attitudes towards vlogs with different types of messages and information about media metrics were statistically the same and around the middle of the scale. This explanation is in line with the moderation role played by the psychological variables on the relationship between an online source's reputation behavior and the related individual's behavior, already proposed in recent literature [44]. It is known that individual's openness and anxiety moderate the effect of the source's reputation on an individual's responses [44]. Our speculation is that high-anxious and high-openness individuals could have low conformity intention, and low-anxious and low-openness individuals could have high conformity intention.