Add to ORKGThis study aims to investigate how mobile social platforms facilitate three advertisement delivery mechanisms through a trust transfer theoretical perspective. An online survey was conducted and empirical data was collected from users of WeChat, one of the most popular mobile social platforms in China. Structural equation modelling analysis results suggested that social recommendation exhibited a significant influence on customer’s trust in the advertiser, while personalization and control mechanisms had positive influences on customer’s trust in the platform. Notably, there existed a trust transfer between two forms of trust: trust in the platform and trust in the advertiser, and the two trust forms significantly mediate the influences of ...
The technology acceptance model (TAM) has been widely used to examine the factors that influence a p...
In China, with the rapid dissemination of mobile communications technology along with congested traf...
Many Internet-based services have already been ported to the mobile-based environment, embracing the...
In-app advertising is one of the fastest growing areas in social commerce. Building on previous stud...
The success of a business or brand depends on how effectively mobile social interactions can be util...
Drawing upon elaboration likelihood model (ELM), we compared the dual routesin determining...
Online communities offer attractive opportunities and challenges to advertisers. Using a revised sou...
This work was supported by the National Natural Science Foundation of China (NSFC) under the grant n...
With the significant development of Internet,and the popularity of Internetmarketing platforms on po...
In recent years, mobile payment services grow rapidly worldwide. The Taiwanese government also set u...
The paper mainly studies the influences of trust transfer on the establishment of consumers ’ initia...
Building consumers’ trust and facilitating their usage intentions are crucial for mobile payment (MP...
As the most prevalent social media platform in mainland China, WeChat enables interpersonal communic...
In the digital landscape today, social media platforms dominate as primary channels for sharing info...
This study is designed to investigate whether customers’ trust in social media influencers translate...
The technology acceptance model (TAM) has been widely used to examine the factors that influence a p...
In China, with the rapid dissemination of mobile communications technology along with congested traf...
Many Internet-based services have already been ported to the mobile-based environment, embracing the...
In-app advertising is one of the fastest growing areas in social commerce. Building on previous stud...
The success of a business or brand depends on how effectively mobile social interactions can be util...
Drawing upon elaboration likelihood model (ELM), we compared the dual routesin determining...
Online communities offer attractive opportunities and challenges to advertisers. Using a revised sou...
This work was supported by the National Natural Science Foundation of China (NSFC) under the grant n...
With the significant development of Internet,and the popularity of Internetmarketing platforms on po...
In recent years, mobile payment services grow rapidly worldwide. The Taiwanese government also set u...
The paper mainly studies the influences of trust transfer on the establishment of consumers ’ initia...
Building consumers’ trust and facilitating their usage intentions are crucial for mobile payment (MP...
As the most prevalent social media platform in mainland China, WeChat enables interpersonal communic...
In the digital landscape today, social media platforms dominate as primary channels for sharing info...
This study is designed to investigate whether customers’ trust in social media influencers translate...
The technology acceptance model (TAM) has been widely used to examine the factors that influence a p...
In China, with the rapid dissemination of mobile communications technology along with congested traf...
Many Internet-based services have already been ported to the mobile-based environment, embracing the...