Analysis of Mobile Social Media Information Adoption under Different Contexts among Youth in China

Abstract

This research explores the adoption of mobile social media information among Chinese youth aged 18 to 29, focusing on two distinct contexts: task and leisure. Using fuzzy set qualitative comparative analysis (fsQCA), the study analysed data from 363 participants to examine the influence of six key factors on information adoption: information quality, usefulness, interest, ease-of-use, personal cognition, and online word-of-mouth (e-WOM). The findings highlight the central role of information quality in the task context as a facilitator of information adoption, with information usefulness and ease-of-use also playing significant roles. In contrast, during leisure activities, the primary factor driving adoption was the interest derived from the information, supported by personal cognition and its usability. These findings reveal the nuanced differences in the drivers of information adoption across different contexts, offering valuable insights for content creators and marketers seeking to optimise their mobile social media strategies. The research contributes to a deeper theoretical understanding of information adoption and provides practical recommendations for enhancing information dissemination in mobile social media environments. By identifying the factors that influence or impede information adoption in varied contexts, this study equips practitioners with the knowledge needed to customise their content for greater audience resonance, ultimately enhancing engagement and effectiveness.