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This study investigates the underlying mechanism and antecedents that influence customers' avoidance of peer-generated advertisements.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Based on the general framework of avoidance behavior, we propose a theoretical model for the context of a mobile social network, with tie strength as the user-related factor and violation of shared language, advertisement relevance and information overload as contextual variables. Using survey data collected from 334 customers on WeChat, we empirically examine the research model and hypotheses.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Tie strength and advertisement relevance are negatively associated with avoidance behavior, whereas information overload and violation of shared language have significantly positive effects. Furthermore, tie strength weakens the negative relationship between violation of shared language and avoidance behavior but strengthens the positive relationship between advertisement relevance and avoidance behavior.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The findings extend understanding of advertisement avoidance behavior and can guide practitioners' improvement of advertising efficiency in mobile social networks.<\/jats:p><\/jats:sec>","DOI":"10.1108\/intr-02-2017-0045","type":"journal-article","created":{"date-parts":[[2020,3,23]],"date-time":"2020-03-23T10:30:47Z","timestamp":1584959447000},"page":"1059-1080","source":"Crossref","is-referenced-by-count":33,"title":["The dilemma of social commerce"],"prefix":"10.1108","volume":"30","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8548-5219","authenticated-orcid":false,"given":"Xiaodong","family":"Li","sequence":"first","affiliation":[]},{"given":"Chuang","family":"Wang","sequence":"additional","affiliation":[]},{"given":"Yanping","family":"Zhang","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2020,3,23]]},"reference":[{"issue":"1","key":"key2021120815040316900_ref001","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1111\/j.1756-2171.2011.00155.x","article-title":"Competition for attention in the information (overload) age","volume":"43","year":"2012","journal-title":"The RAND Journal of Economics"},{"issue":"1","key":"key2021120815040316900_ref002","doi-asserted-by":"crossref","first-page":"59","DOI":"10.2753\/JOA0091-3367410105","article-title":"Stay away from me: examining the determinants of consumer avoidance of personalized advertising","volume":"41","year":"2012","journal-title":"Journal of Advertising"},{"key":"key2021120815040316900_ref003","doi-asserted-by":"crossref","first-page":"246","DOI":"10.1016\/j.chb.2018.09.013","article-title":"Mobile ubiquity: understanding the relationship between cognitive absorption, smartphone addiction and social network services","volume":"90","year":"2019","journal-title":"Computers in Human Behavior"},{"issue":"7","key":"key2021120815040316900_ref004","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":"key2021120815040316900_ref005","doi-asserted-by":"crossref","first-page":"350","DOI":"10.1086\/209118","article-title":"Social ties and word-of-mouth referral behavior","volume":"14","year":"1987","journal-title":"Journal of Consumer Research"},{"issue":"2","key":"key2021120815040316900_ref006","doi-asserted-by":"crossref","first-page":"351","DOI":"10.1007\/s10796-013-9473-2","article-title":"The role of social media in supporting knowledge integration: a social capital analysis","volume":"17","year":"2015","journal-title":"Information Systems Frontiers"},{"issue":"2","key":"key2021120815040316900_ref007","doi-asserted-by":"crossref","first-page":"210","DOI":"10.1086\/209158","article-title":"The role of involvement in attention and comprehension processes","volume":"15","year":"1988","journal-title":"Journal of Consumer Research"},{"issue":"1","key":"key2021120815040316900_ref008","doi-asserted-by":"crossref","first-page":"9","DOI":"10.1016\/j.im.2010.11.001","article-title":"Social capital and individual motivations on knowledge sharing: participant involvement as a moderator","volume":"48","year":"2011","journal-title":"Information and Management"},{"issue":"4","key":"key2021120815040316900_ref009","doi-asserted-by":"crossref","first-page":"634","DOI":"10.1109\/TEM.2011.2177665","article-title":"Advertising effectiveness in social networking sites: social ties, expertise, and product type","volume":"59","year":"2012","journal-title":"IEEE Transactions on Engineering Management"},{"issue":"11","key":"key2021120815040316900_ref010","first-page":"55","article-title":"Consumers' decisions in social commerce context: an empirical investigation","volume":"79","year":"2015","journal-title":"Decision Support Systems"},{"issue":"1","key":"key2021120815040316900_ref011","doi-asserted-by":"crossref","first-page":"81","DOI":"10.1007\/s40299-013-0160-3","article-title":"A study of the interrelationships among service recovery, relationship quality, and brand image in higher education industries","volume":"24","year":"2015","journal-title":"Asia-Pacific Education Researcher"},{"issue":"3","key":"key2021120815040316900_ref012","doi-asserted-by":"crossref","first-page":"353","DOI":"10.1108\/IntR-03-2013-0046","article-title":"Whose online reviews have the most influences on consumers in cultural offerings? 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