## 4 Results and Discussion
Moreover, those authors discovered that psychological variables moderate the relationship between online reputation and an individual's behavior [44]. They found that high-anxious and high-openness individuals are less prone to rewarding a high individual's reputation with positive responses. This psychological profile appeared to ignore the individuals' reputation in their decision-making process. In our study, the results regarding 2 SMs are similar to those for high-anxious and high-openness individuals in the mentioned study. In the mentioned study, individuals are ignoring the other individual's reputation, while in our study, respondents exposed to a 2 SM are ignoring the high YouTube's media metrics, which may have been perceived as a reputation indicator. An explanation for this finding is that the 2 SM could have triggered the individual's curiosity (related to openness) or generated anxiety feellings, diminishing the effect of the high YouTube's media metrics information. The Moderator Effect of Conformity Intention on the Effect of Type of Message Moderated by a YouTube's Media Metrics on Attitude towards the Vlog (H4)  
A three-way ANOVA was performed to analyze the moderator effect of conformity intention on the interaction effect between a YouTube's media metrics conditions (high and no information) and type of message (1 SM and 2 SM) on each dependent variable: attitude towards the vlog, attitude towards the product, and attitude towards the brand. Before performing the three-way ANOVA, the continuous variable conformity intention was dichotomized by the median in two categories: low and high levels of conformity intention. Then, an ANOVA with three categorical independent variables (type of message, YouTube's media metrics, and conformity intention) and each dependent variable was performed. The proposed moderation was supported for the dependent variable attitude towards the vlog (H4). There was a statistically significant interaction among the effects of the type of message, YouTube's media metrics, and level of conformity intention on attitude towards the vlog (F(1, 117) = 3.930, \(p\) = 0.050), supporting H4. Table 2 shows the descriptive statistics for this analysis. The proposed moderation was not supported for the dependent variables attitude towards the product (F(1, 117) = 1.050, \(p\) = 0.308), and attitude towards the brand (F(1, 117) = 0.901, \(p\) = 0.344), thus not supporting H5 and H6. The significance of the moderation for conformity intention was analyzed by dividing the data into high and low levels of conformity intention and then performing a two-way ANOVA. Results confirmed that the interaction effect between type of message and a YouTube's media metrics remains for individuals with low conformity intention (F(1, 70) = 13.697, \(p\) = 0.000) and disappears for individuals with high level of conformity intention (F(1, 47) = 0.264, \(p\) = 0.610). Graphically, Figure 3 shows that for individuals with a low level of conformity intention, a 2 SM generates a more positive attitude towards the vlog when no information about YouTube's media metrics is shown (M = 4.04, SD = 1.49, compared to when high a YouTube's media metrics are displayed (M = 3.83, SD = 1.40, t(39) = 2.659, \(p\) = 0.011), and that a 1 SM generates a more positive attitude towards the vlog when a high YouTube's media metrics are shown (M = 4.35, SD = 1.58), compared to when no information about the YouTube's media metrics is displayed (M = 2.94, SD = 1.46, t(31) = -2.576, \(p\) = 0.015).