{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,1,14]],"date-time":"2026-01-14T17:00:11Z","timestamp":1768410011915,"version":"3.49.0"},"reference-count":62,"publisher":"Emerald","issue":"11","license":[{"start":{"date-parts":[[2020,10,7]],"date-time":"2020-10-07T00:00:00Z","timestamp":1602028800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2020,10,7]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>This study aims to investigate how aspects of mobility affect social media advertising effectiveness (i.e. consumer purchase intention) on mobile platforms from the perspective of the fit-viability model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Consumer purchase intention is significantly positively influenced by time flexibility, spatial flexibility, mobile lifestyle and ad relevance. Meanwhile, ambivalence toward ads mediates the relationships of time flexibility and spatial flexibility with purchase intention and moderates the relationships of mobile lifestyle and ad relevance with purchase intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The findings offer researchers and practitioners a new angle to understand advertising effectiveness on mobile social media and extend the application of the fit-viability model.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This paper fills the research gap on the role of mobility in social media advertising.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-05-2020-0268","type":"journal-article","created":{"date-parts":[[2020,10,7]],"date-time":"2020-10-07T05:34:44Z","timestamp":1602048884000},"page":"2081-2101","source":"Crossref","is-referenced-by-count":22,"title":["How does mobility affect social media advertising effectiveness? A study in WeChat"],"prefix":"10.1108","volume":"120","author":[{"given":"Yanping","family":"Zhang","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8548-5219","authenticated-orcid":false,"given":"Xiaodong","family":"Li","sequence":"additional","affiliation":[]},{"given":"Juho","family":"Hamari","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"issue":"2","key":"key2020102713581143900_ref001","doi-asserted-by":"crossref","first-page":"1","DOI":"10.12973\/iji.2018.1121a","article-title":"The impact of using mobile social network applications on students' social-life","volume":"11","year":"2018","journal-title":"International Journal of Instruction"},{"key":"key2020102713581143900_ref002","doi-asserted-by":"crossref","first-page":"65","DOI":"10.1016\/j.ijinfomgt.2018.06.001","article-title":"Investigating the impact of social media advertising features on customer purchase intention","volume":"42","year":"2018","journal-title":"International Journal of Information Management"},{"key":"key2020102713581143900_ref003","doi-asserted-by":"crossref","first-page":"150","DOI":"10.1016\/j.chb.2015.12.067","article-title":"Understanding and predicting students' intention to use mobile cloud storage services","volume":"58","year":"2016","journal-title":"Computers in Human Behavior"},{"issue":"4","key":"key2020102713581143900_ref004","doi-asserted-by":"crossref","first-page":"348","DOI":"10.1177\/009207002236910","article-title":"Exploring the implications of m-commerce for markets and marketing","volume":"30","year":"2002","journal-title":"Journal of the Academy of Marketing Science"},{"issue":"6","key":"key2020102713581143900_ref005","doi-asserted-by":"crossref","first-page":"1173","DOI":"10.1037\/0022-3514.51.6.1173","article-title":"The moderator mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations","volume":"51","year":"1986","journal-title":"Journal of Personality and Social Psychology"},{"issue":"7","key":"key2020102713581143900_ref006","doi-asserted-by":"crossref","first-page":"961","DOI":"10.1016\/j.tele.2017.04.006","article-title":"User adaptation to interactive advertising formats: the effect of previous exposure, habit and time urgency on ad skipping behaviors","volume":"34","year":"2017","journal-title":"Telematics and Informatics"},{"issue":"3","key":"key2020102713581143900_ref007","doi-asserted-by":"crossref","first-page":"177","DOI":"10.2753\/MIS0742-1222250305","article-title":"Individual adaptation to IT-induced change: the role of social networks","volume":"25","year":"2008","journal-title":"Journal of Management Information Systems"},{"key":"key2020102713581143900_ref008","first-page":"102","article-title":"Consumers response towards mobile commerce applications: S-O-R approach","volume":"53","year":"2020","journal-title":"International Journal of Information Management"},{"key":"key2020102713581143900_ref009","doi-asserted-by":"crossref","first-page":"37","DOI":"10.1080\/14792772143000012","article-title":"Ambivalence and attitudes","volume":"12","year":"2002","journal-title":"European Review of Social Psychology"},{"key":"key2020102713581143900_ref010","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1348\/0144666041501688","article-title":"Moderation of cognition-intention and cognition-behaviour relations: a meta-analysis of properties of variables from the theory of planned behaviour","volume":"43","year":"2004","journal-title":"British Journal of Social Psychology"},{"issue":"1","key":"key2020102713581143900_ref011","doi-asserted-by":"crossref","first-page":"73","DOI":"10.1504\/IJIMA.2019.097905","article-title":"Exploring the anteceding impact of personalised social media advertising on online impulse buying tendency","volume":"13","year":"2019","journal-title":"International Journal of Internet Marketing and Advertising"},{"key":"key2020102713581143900_ref012","doi-asserted-by":"crossref","first-page":"49","DOI":"10.1016\/j.ijinfomgt.2018.06.002","article-title":"Social tie formation in Chinese online social commerce: the role of IT affordances","volume":"42","year":"2018","journal-title":"International Journal of Information Management"},{"key":"key2020102713581143900_ref013","unstructured":"eMarketer (2019), \u201cMore than half of us social network users will be mobile-only in 2019\u201d, available at: https:\/\/www.emarketer.com\/content\/more-than-half-of-social-network-users-will-be-mobile-only-in-2019 (accessed 1 July 2019)."},{"issue":"12","key":"key2020102713581143900_ref014","doi-asserted-by":"crossref","first-page":"1827","DOI":"10.1287\/mnsc.41.12.1827","article-title":"Understanding user evaluations of information systems","volume":"41","year":"1995","journal-title":"Management Science"},{"issue":"2","key":"key2020102713581143900_ref015","doi-asserted-by":"crossref","first-page":"213","DOI":"10.2307\/249689","article-title":"Task-technology fit and individual performance","volume":"19","year":"1995","journal-title":"MIS Quarterly"},{"issue":"12","key":"key2020102713581143900_ref016","doi-asserted-by":"crossref","first-page":"1333","DOI":"10.1080\/0144929X.2014.928906","article-title":"A framework for mobile SNS advertising effectiveness: user perceptions and behaviour perspective","volume":"33","year":"2014","journal-title":"Behaviour and Information Technology"},{"key":"key2020102713581143900_ref017","doi-asserted-by":"crossref","unstructured":"Hu, H.H., Hu, H.Y. and ParsaH, G. (2017), \u201cAmbivalence attitudes toward green products and the moderating role of green advertisement: an extended abstract\u201d, in Rossi, P. (Ed.), Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer, Cham, pp. 1289-1294.","DOI":"10.1007\/978-3-319-47331-4_252"},{"issue":"1","key":"key2020102713581143900_ref018","first-page":"1","article-title":"Cognitive, emotional and behavioral reactions to corporate rebranding: Do NFC and ambivalence matter?","volume":"6","year":"2016","journal-title":"Asian Journal of Business Research"},{"key":"key2020102713581143900_ref019","unstructured":"iResearch (2017), \u201cChinese YouShop industry research report 2017\u201d, available at: http:\/\/www.sohu.com\/a\/138211547_313170."},{"key":"key2020102713581143900_ref020","doi-asserted-by":"crossref","first-page":"111","DOI":"10.1016\/j.chb.2017.10.035","article-title":"Limitations to the rapid adoption of m-payment services: understanding the impact of privacy risk on m-payment services","volume":"79","year":"2018","journal-title":"Computers in Human Behavior"},{"key":"key2020102713581143900_ref021","doi-asserted-by":"crossref","first-page":"303","DOI":"10.1016\/j.chb.2017.01.008","article-title":"The influence of perceived ad relevance on social media advertising: an empirical examination of a mediating role of privacy concern","volume":"70","year":"2017","journal-title":"Computers in Human Behavior"},{"issue":"2","key":"key2020102713581143900_ref022","doi-asserted-by":"crossref","first-page":"248","DOI":"10.1080\/02650487.2015.1014777","article-title":"Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea","volume":"35","year":"2016","journal-title":"International Journal of Advertising"},{"issue":"4","key":"key2020102713581143900_ref023","doi-asserted-by":"crossref","first-page":"1167","DOI":"10.3390\/su10041167","article-title":"Sustainable corporate social media marketing based on message structural features: firm size plays a significant role as a moderator","volume":"10","year":"2018","journal-title":"Sustainability"},{"issue":"2","key":"key2020102713581143900_ref024","doi-asserted-by":"crossref","first-page":"221","DOI":"10.2753\/MIS0742-1222240209","article-title":"The role of information systems resources in ERP capability building and business process outcomes","volume":"24","year":"2007","journal-title":"Journal of Management Information Systems"},{"key":"key2020102713581143900_ref025","first-page":"199","article-title":"Understanding antecedents of continuance intention in social-networking services","volume":"14","year":"2010","journal-title":"Cyberpsychology, Behavior, and Social Networking"},{"key":"key2020102713581143900_ref026","doi-asserted-by":"crossref","first-page":"323","DOI":"10.1007\/s10796-008-9073-8","article-title":"Investigating mobile wireless technology adoption: an extension of the technology acceptance model","volume":"11","year":"2009","journal-title":"Information Systems Frontiers"},{"issue":"7","key":"key2020102713581143900_ref027","doi-asserted-by":"crossref","first-page":"669","DOI":"10.1002\/mar.20294","article-title":"Modeling consumer adoption of mobile shopping for fashion products in Korea","volume":"26","year":"2009","journal-title":"Psychology and Marketing"},{"issue":"2","key":"key2020102713581143900_ref028","doi-asserted-by":"crossref","first-page":"212","DOI":"10.5465\/amr.1992.4279534","article-title":"Personal and situational determinants of referent choice","volume":"17","year":"1992","journal-title":"Academy of Management Review"},{"key":"key2020102713581143900_ref029","doi-asserted-by":"crossref","first-page":"1","DOI":"10.4067\/S0718-18762020000300102","article-title":"The effects of content likeability, content credibility, and social media engagement on users' acceptance of product placement in mobile social networks","volume":"15","year":"2020","journal-title":"Journal of Theoretical and Applied Electronic Commerce Research"},{"issue":"4","key":"key2020102713581143900_ref030","doi-asserted-by":"crossref","first-page":"271","DOI":"10.1080\/08874417.2016.1163995","article-title":"Using a fit-viability approach to explore the determinants of e-government maturity","volume":"56","year":"2016","journal-title":"Journal of Computer Information Systems"},{"key":"key2020102713581143900_ref031","doi-asserted-by":"crossref","first-page":"1112","DOI":"10.1108\/IntR-03-2015-0063","article-title":"Do buyers express their true assessment? Antecedents and consequences of customer praise feedback behaviour on Taobao","volume":"26","year":"2016","journal-title":"Internet Research"},{"issue":"3","key":"key2020102713581143900_ref032","doi-asserted-by":"crossref","first-page":"1059","DOI":"10.1108\/INTR-02-2017-0045","article-title":"The dilemma of social commerce: why customers avoid peer-generated advertisements in mobile social networks","volume":"30","year":"2020","journal-title":"Internet Research"},{"issue":"3","key":"key2020102713581143900_ref033","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1080\/10864415.2004.11044303","article-title":"Introduction to the special issue: mobile commerce applications","volume":"8","year":"2004","journal-title":"International Journal of Electronic Commerce"},{"issue":"8","key":"key2020102713581143900_ref034","doi-asserted-by":"crossref","first-page":"1154","DOI":"10.1108\/02635570710822796","article-title":"Adoption of mobile technology in business: a fit-viability model","volume":"107","year":"2007","journal-title":"Industrial Management and Data Systems"},{"issue":"5-6","key":"key2020102713581143900_ref035","first-page":"946","article-title":"Factors determining firms' perceived performance of mobile commerce","volume":"112","year":"2012","journal-title":"Industrial Management and Data Systems"},{"issue":"2","key":"key2020102713581143900_ref036","doi-asserted-by":"crossref","first-page":"74","DOI":"10.1108\/13522750010322070","article-title":"Measurement in a cross\u2010cultural environment: survey translation issues","volume":"3","year":"2000","journal-title":"Qualitative Market Research: An International Journal"},{"issue":"4","key":"key2020102713581143900_ref037","doi-asserted-by":"crossref","first-page":"414","DOI":"10.2501\/JAR-2019-029","article-title":"Consumers' responses to Facebook advertising across pcs and mobile phones","volume":"59","year":"2019","journal-title":"Journal of Advertising Research"},{"issue":"11","key":"key2020102713581143900_ref038","doi-asserted-by":"crossref","first-page":"2291","DOI":"10.1108\/MD-09-2017-0869","article-title":"Determinants of the intention of smartphone usage by mobile internet users for m-services","volume":"56","year":"2018","journal-title":"Management Decision"},{"issue":"6","key":"key2020102713581143900_ref039","doi-asserted-by":"crossref","first-page":"356","DOI":"10.1089\/cyber.2015.0008","article-title":"How culture influences the \u201csocial\u201d in social media: socializing and advertising on smartphones in India and the United States","volume":"18","year":"2015","journal-title":"Cyberpsychology, Behavior, and Social Networking"},{"key":"key2020102713581143900_ref040","volume-title":"The Person and the situation:Perspectives of Social Psychology","year":"1991"},{"issue":"2","key":"key2020102713581143900_ref041","doi-asserted-by":"crossref","first-page":"265","DOI":"10.1108\/EL-09-2014-0169","article-title":"Acceptance of mobile advertising by consumers in public service institutions in Lagos, Nigeria","volume":"34","year":"2016","journal-title":"The Electronic Library"},{"issue":"2","key":"key2020102713581143900_ref042","doi-asserted-by":"crossref","first-page":"98","DOI":"10.1016\/j.intmar.2012.10.001","article-title":"Perceived ubiquity in mobile services","volume":"27","year":"2013","journal-title":"Journal of Interactive Marketing"},{"issue":"4","key":"key2020102713581143900_ref043","doi-asserted-by":"crossref","first-page":"63","DOI":"10.2753\/JOA0091-3367380405","article-title":"Consumer privacy concerns and preference for degree of regulatory control","volume":"38","year":"2009","journal-title":"Journal of Advertising"},{"issue":"1","key":"key2020102713581143900_ref500","doi-asserted-by":"crossref","first-page":"78","DOI":"10.1016\/j.chb.2011.08.013","article-title":"Responses to an advergaming campaign on a mobile social networking site: an initial research report","volume":"28","year":"2012","journal-title":"Computers in Human Behavior"},{"issue":"3","key":"key2020102713581143900_ref044","doi-asserted-by":"crossref","first-page":"169","DOI":"10.1007\/s12525-012-0087-1","article-title":"Mobile advertising avoidance: exploring the role of ubiquity","volume":"22","year":"2012","journal-title":"Electronic Markets"},{"key":"key2020102713581143900_ref045","first-page":"337","article-title":"Ambivalence toward imposed change: the conflict between dispositional resistance to change and the orientation toward the change agent","volume":"96","year":"2010","journal-title":"Journal of Applied Psychology"},{"key":"key2020102713581143900_ref046","doi-asserted-by":"crossref","unstructured":"Pellegrino, G. (2006), \u201cUbiquity and pervasivity: on the technological mediation of (mobile) everyday life\u201d, in Berleur, J., Nurminen, M.I. and Impagliazzo, J. (Eds), Social Informatics: An Information Society for All? In Remembrance of Rob King, Springer, NewYork, pp. 133-144.","DOI":"10.1007\/978-0-387-37876-3_11"},{"key":"key2020102713581143900_ref047","article-title":"Is adaptation of e-advertising the way forward?","year":"2013"},{"key":"key2020102713581143900_ref048","doi-asserted-by":"crossref","first-page":"572","DOI":"10.1108\/BFJ-09-2015-0305","article-title":"Intentions to purchase food through the internet: developing and testing a model","volume":"118","year":"2016","journal-title":"British Food Journal"},{"key":"key2020102713581143900_ref049","volume-title":"Book Review: Multivariate Data Analysis with Readings","year":"1979"},{"key":"key2020102713581143900_ref050","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1348\/135910701169052","article-title":"Ambivalence about health-related behaviours: an exploration in the domain of food choice","volume":"6","year":"2001","journal-title":"British Journal of Health Psychology"},{"key":"key2020102713581143900_ref051","unstructured":"Statista (2019a), \u201cMobile social media - statistics and facts\u201d, available at: https:\/\/www.statista.com\/topics\/2478\/mobile-social-networks\/ (accessed 10 September 2019)."},{"key":"key2020102713581143900_ref052","unstructured":"Statista (2019b), \u201cShare of internet users worldwide who believe that social media platforms have had an impact on selected aspects of daily life as of February 2019\u201d, available at: https:\/\/www.statista.com\/statistics\/1015131\/impact-of-social-media-on-daily-life-worldwide\/ (accessed 5 May 2019)."},{"issue":"8","key":"key2020102713581143900_ref053","doi-asserted-by":"crossref","first-page":"2270","DOI":"10.1016\/j.tele.2018.09.005","article-title":"The interactive mobile social media advertising: an imminent approach to advertise tourism products and services?","volume":"35","year":"2018","journal-title":"Telematics and Informatics"},{"key":"key2020102713581143900_ref600","volume-title":"Tencent Annual Report","year":"2018"},{"issue":"2","key":"key2020102713581143900_ref054","first-page":"76","article-title":"Finally, a way to put your internet portfolio in order","volume":"79","year":"2001","journal-title":"Harvard Business Review"},{"issue":"3","key":"key2020102713581143900_ref055","doi-asserted-by":"crossref","first-page":"202","DOI":"10.1080\/10919392.2011.590109","article-title":"Enterprise social networking: opportunities, adoption, and risk mitigation","volume":"21","year":"2011","journal-title":"Journal of Organizational Computing and Electronic Commerce"},{"issue":"1","key":"key2020102713581143900_ref056","doi-asserted-by":"crossref","first-page":"3","DOI":"10.1080\/15252019.2008.10722143","article-title":"Word of mouse: word of mouse: the role of cognitive personalization in online consumer reviews","volume":"9","year":"2008","journal-title":"Journal of Interactive Advertising"},{"issue":"6","key":"key2020102713581143900_ref057","doi-asserted-by":"crossref","first-page":"1702","DOI":"10.1086\/210470","article-title":"Multinomial logit latent-class regression models: an analysis of the predictors of gender-role attitudes among Japanese women","volume":"105","year":"2000","journal-title":"American Journal of Sociology"},{"key":"key2020102713581143900_ref058","doi-asserted-by":"crossref","first-page":"172","DOI":"10.1504\/IJMOM.2017.084800","article-title":"Mobile social media marketing: a partial least squares structural equation modelling approach","volume":"6","year":"2017","journal-title":"International Journal of Modelling in Operations Management"},{"issue":"3","key":"key2020102713581143900_ref059","doi-asserted-by":"crossref","first-page":"214","DOI":"10.1108\/10662241111139282","article-title":"Construction and validation of an e-lifestyle instrument","volume":"21","year":"2011","journal-title":"Internet Research"},{"key":"key2020102713581143900_ref060","doi-asserted-by":"crossref","first-page":"442","DOI":"10.1016\/j.chb.2016.08.048","article-title":"The key role of relevance in personalized advertisement: examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions","volume":"65","year":"2016","journal-title":"Computers in Human Behavior"}],"container-title":["Industrial Management &amp; Data Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IMDS-05-2020-0268\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/IMDS-05-2020-0268\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T21:52:11Z","timestamp":1753393931000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/imds\/article\/120\/11\/2081-2101\/177729"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2020,10,7]]},"references-count":62,"journal-issue":{"issue":"11","published-print":{"date-parts":[[2020,10,7]]}},"alternative-id":["10.1108\/IMDS-05-2020-0268"],"URL":"https:\/\/doi.org\/10.1108\/imds-05-2020-0268","relation":{},"ISSN":["0263-5577"],"issn-type":[{"value":"0263-5577","type":"print"}],"subject":[],"published":{"date-parts":[[2020,10,7]]}}}