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This study, therefore, aims to expand the knowledge of customers' adoption behaviour of such information.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Through applying and utilizing social support theory (SST) and the information adoption model (IAM), this study introduces a holistic theoretical model, explaining customers' adoption of information derived from MMAs and exploring the antecedents of IAM. Based on the data collected from 305\u00a0UK MMA users, this study empirically tests the research model using structural equation modelling estimation.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results of this study reveal that social support is a key antecedent of information quality and credibility and support IAM in terms of its ability to explain MMAs' information adoption.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title><jats:p>The insights are valuable for businesses and marketers to understand customers' mobile communications and be socially support-oriented while developing marketing communication strategies.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The study integrates SST and IAM to improve the understanding of customers' information adoption behaviour. It is the first attempt that establishes that social support is a key antecedent of IAM.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jeim-04-2020-0129","type":"journal-article","created":{"date-parts":[[2021,12,9]],"date-time":"2021-12-09T12:14:38Z","timestamp":1639052078000},"page":"1789-1811","source":"Crossref","is-referenced-by-count":29,"title":["Understanding mobile users' information adoption behaviour: an\u00a0extension of the information\u00a0adoption 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