How does mobility affect social media advertising effectiveness? A study in WeChat

Yanping Zhang; Xiaodong Li; Juho Hamari

doi:10.1108/IMDS-05-2020-0268

How does mobility affect social media advertising effectiveness? A study in WeChat

Yanping Zhang
, Xiaodong Li^*
, Juho Hamari

^*Corresponding author for this work

Research output: Contribution to journal › Article › Scientific › peer-review

25 Citations (Scopus)

Abstract

Purpose: 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. Design/methodology/approach: Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling. Findings: 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. Research limitations/implications: 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. Originality/value: This paper fills the research gap on the role of mobility in social media advertising.

Original language	English
Pages (from-to)	2081-2101
Number of pages	21
Journal	Industrial Management and Data Systems
Volume	120
Issue number	11
DOIs	https://doi.org/10.1108/IMDS-05-2020-0268
Publication status	Published - 7 Oct 2020
Publication type	A1 Journal article-refereed

Funding

The work was substantially supported by National Natural Science Foundation of China (No. 71701002), The Ministry of Education of China; Humanities and Social Sciences Project (No. 17YJC630068); and Anhui Province Philosophy, Social Science Planning Project (No. AHSKY 2017D24) and Anhui Foreign Visiting and Training Program for Young Talents of Higher Education (gxgwfx2019040).

Keywords

Fit-viability model
Mobile social media
Mobility
Purchase intention

Publication forum classification

Publication forum level 1

ASJC Scopus subject areas

Management Information Systems
Industrial relations
Computer Science Applications
Strategy and Management
Industrial and Manufacturing Engineering

Access to Document

10.1108/IMDS-05-2020-0268

Cite this

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title = "How does mobility affect social media advertising effectiveness? A study in WeChat",

abstract = "Purpose: 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. Design/methodology/approach: Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling. Findings: 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. Research limitations/implications: 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. Originality/value: This paper fills the research gap on the role of mobility in social media advertising.",

keywords = "Fit-viability model, Mobile social media, Mobility, Purchase intention",

author = "Yanping Zhang and Xiaodong Li and Juho Hamari",

note = "Funding Information: The work was substantially supported by National Natural Science Foundation of China (No. 71701002), The Ministry of Education of China; Humanities and Social Sciences Project (No. 17YJC630068); and Anhui Province Philosophy, Social Science Planning Project (No. AHSKY 2017D24) and Anhui Foreign Visiting and Training Program for Young Talents of Higher Education (gxgwfx2019040). Publisher Copyright: {\textcopyright} 2020, Emerald Publishing Limited. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.",

year = "2020",

month = oct,

day = "7",

doi = "10.1108/IMDS-05-2020-0268",

language = "English",

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T1 - How does mobility affect social media advertising effectiveness? A study in WeChat

AU - Zhang, Yanping

AU - Li, Xiaodong

AU - Hamari, Juho

N1 - Funding Information: The work was substantially supported by National Natural Science Foundation of China (No. 71701002), The Ministry of Education of China; Humanities and Social Sciences Project (No. 17YJC630068); and Anhui Province Philosophy, Social Science Planning Project (No. AHSKY 2017D24) and Anhui Foreign Visiting and Training Program for Young Talents of Higher Education (gxgwfx2019040). Publisher Copyright: © 2020, Emerald Publishing Limited. Copyright: Copyright 2020 Elsevier B.V., All rights reserved.

PY - 2020/10/7

Y1 - 2020/10/7

N2 - Purpose: 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. Design/methodology/approach: Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling. Findings: 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. Research limitations/implications: 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. Originality/value: This paper fills the research gap on the role of mobility in social media advertising.

AB - Purpose: 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. Design/methodology/approach: Data were collected through an online questionnaire survey of 378 WeChat users and used to test hypotheses with structural equation modeling. Findings: 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. Research limitations/implications: 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. Originality/value: This paper fills the research gap on the role of mobility in social media advertising.

KW - Fit-viability model

KW - Mobile social media

KW - Mobility

KW - Purchase intention

U2 - 10.1108/IMDS-05-2020-0268

DO - 10.1108/IMDS-05-2020-0268

M3 - Article

AN - SCOPUS:85092189653

SN - 0263-5577

VL - 120

SP - 2081

EP - 2101

JO - Industrial Management and Data Systems

JF - Industrial Management and Data Systems

IS - 11

ER -

How does mobility affect social media advertising effectiveness? A study in WeChat

Abstract

Funding

Keywords

Publication forum classification

ASJC Scopus subject areas

Access to Document

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Cite this