...Liang Xiao; Shu Wang Purpose The rapid growth of m-commerce and mobile marketing has flooded the users with homogeneous contents that raise little user interest making the users' browsing pattern on these contents aimless free browsing. However, the interface that presents the mobile marketing...

... and the frequency of uploading content. The findings of this study suggest that companies should maintain relationships with highly customer-oriented users to manage content quality. Social media User-generated content Customer orientation Digital User innovation Mobile marketing Bosul Yoo can...

.... Originality/value This is among the first mobile marketing experiments in a real‐life setting. Real text‐based promotions from an existing brand (Au Bon Pain) were tested on consumers. This approach creates a natural ad‐processing situation for participants, thus increasing the internal validity...