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Although impulse buying in social commerce has been the focus of scholars in recent years, individuals' impulse-buying behavior in ms\u2013commerce has not been highlighted and therefore is worth investigating. This study addressed that gap by differentiating and monitoring the impacts that three key targets of social identification in ms\u2013commerce exerted on impulse buying. Furthermore, previous studies had highlighted the importance of culture in impulse buying in other contexts, so the authors examined how the effects of the key identification targets differed across cultures, as a result of cultural diversity among the ms\u2013commerce users. Finally, the authors drew upon the lens of information technology (IT) affordances to explore how different combinations of ms\u2013commerce affordances influenced each target of identification.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>This research first applied a qualitative methodology by using semi-structured interviews with 27 ms\u2013commerce users to extract the relevant subdimensions of IT affordances in ms\u2013commerce. Then, the authors tested their hypotheses with survey data collected from the United States and China.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results clearly illustrate that three key targets of social identification had varying impacts on impulse buying in different cultural dimensions. In addition, nearly all of the proposed IT affordances in ms\u2013commerce aided users in building multiple identifications, to various degrees.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study extends social commerce research by examining the important role that social identification plays in impulse buying in the mobile environment. Moreover, unlike previous studies that mainly had focused on ordinary buying in social commerce across cultures, this study investigated the relative importance of the targets of social identification on impulse buying in different espoused cultural dimensions. Importantly, the authors used a technology affordance lens to also uncover the context-specific stimulators of separate identification targets, thus going beyond the existing body of knowledge that focused on general beliefs.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-09-2020-0550","type":"journal-article","created":{"date-parts":[[2021,8,19]],"date-time":"2021-08-19T14:08:36Z","timestamp":1629382116000},"page":"2571-2594","source":"Crossref","is-referenced-by-count":27,"title":["Investigating the role of social identification on impulse buying in mobile social commerce: a cross-cultural comparison"],"prefix":"10.1108","volume":"121","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-1718-8428","authenticated-orcid":false,"given":"Shang","family":"Chen","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8729-7094","authenticated-orcid":false,"given":"Qingfei","family":"Min","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6612-9913","authenticated-orcid":false,"given":"Xuefei","family":"Xu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","published-online":{"date-parts":[[2021,8,23]]},"reference":[{"issue":"9","key":"key2021111212435871400_ref001","doi-asserted-by":"publisher","first-page":"41","DOI":"10.1109\/ACCESS.2020.2993671","article-title":"Understanding online impulse buying behavior in social commerce: a systematic literature review","volume":"8","year":"2020","journal-title":"IEEE Access"},{"issue":"3","key":"key2021111212435871400_ref067","doi-asserted-by":"publisher","first-page":"19","DOI":"10.1509\/jmkg.69.3.19.66363","article-title":"The social influence of brand community: evidence from European car clubs","volume":"69","year":"2005","journal-title":"Journal of Marketing Research"},{"key":"key2021111212435871400_ref002","doi-asserted-by":"publisher","first-page":"169","DOI":"10.1016\/S0022-4359(99)80092-X","article-title":"Impulse buying: modeling its precursors","volume":"74","year":"1998","journal-title":"Journal of Retailing and Consumer Services"},{"issue":"10","key":"key2021111212435871400_ref003","doi-asserted-by":"publisher","first-page":"1303","DOI":"10.1177\/0146167208320061","article-title":"Narcissism and social networking web sites","volume":"34","year":"2008","journal-title":"Personality and Social Psychology Bulletin"},{"issue":"2","key":"key2021111212435871400_ref004","doi-asserted-by":"publisher","first-page":"204","DOI":"10.1016\/j.im.2016.06.001","article-title":"The state of online impulse-buying research: a literature analysis","volume":"54","year":"2016","journal-title":"Information and Management"},{"issue":"1","key":"key2021111212435871400_ref005","doi-asserted-by":"publisher","first-page":"205","DOI":"10.25300\/MISQ\/2016\/40.1.09","article-title":"Individuals' internet security perceptions and behaviors: polycontextual contrasts between the United States and China","volume":"40","year":"2016","journal-title":"MIS Quarterly"},{"issue":"2","key":"key2021111212435871400_ref006","doi-asserted-by":"publisher","first-page":"236","DOI":"10.1016\/j.im.2018.09.002","article-title":"How do product recommendations affect impulse buying? 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