HIGHLIGHTS
SUMMARY
Unlike advertising in traditional mass media (e_g, magazines, TV, radio, and news) and general internet advertising, there have been few studies examining advertising avoidance in a mobile social media. Along with the advantages of mobile social media, mobility and socialization increase the opportunities to access advertising information and facilitate a viral e-WOM effect. The challenges of perceived advertising intrusiveness on the Internet and privacy concerns in social networking related to advertising cannot be treated less seriously in mobile social media. Investigating the roles of perceived intrusiveness and privacy concerns and their influence on . . .
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