The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers.

The end of the twentieth century saw increased research on sustainability issues, particularly consumer consumption patterns and their environmental impact. As consumers become more aware of the need to shift consumption habits toward green initiatives, a broader set of methods encouraging sustainable living should be sought. Due to the popularity of gamification in apps and other technology-related solutions, little research has been conducted to investigate gamification and advertising as a strategy to promote sustainable consumption. Using convenience sampling, this study surveyed 305 Ant Forest app users to investigate the relationship between gamification, perceived enjoyment, and sustainable consumption while observing green advertising as a moderating effect. The findings show that green advertising does not moderate gamification experience or perceived enjoyment but does moderate perceived enjoyment and sustainable consumption. Given that the study samples were university students, it is surprising to learn that gamification and green advertising have no relationship, thus denying the gamification experience to encourage sustainable behavior among China’s youth. As a result, marketers pursuing green initiatives should keep this impactful result in mind when implementing gamified features in user-experience apps. Gaming is seen uniquely for pleasure and enjoyment, not for creating behavioral change and awareness.

Political participation in Pakistan was expected to rise because of the enormous democratic potential of social media; nevertheless, a drop has been observed following an initial increase. This scenario encourages investigation of the decisive factors that might draw disengaged citizens into participatory politics. Therefore, this study illustrates the results of a Pakistani sample (n = 410) regarding the role of social media in influencing political participation in online and offline platforms. Five variables were examined using partial least squares (PLS) to see how they influenced online and offline political participation. The OSOR model of communication mediation was used for this purpose. Its implications were extended by simultaneously incorporating three outcome orientations—political expression, political efficacy, and partisanship—as mediators. In addition, we included political interest as an antecedent orientation and social media use as stimuli. Online and offline political participation were placed under response as endogenous variables. Our findings acknowledged nine direct and five indirect correlations out of ten direct and six indirect relationships. Political efficacy neither influenced offline political participation nor proved to be a mediator between social media use and offline political participation. We conclude with study implications, limitations, and recommendations for future scholars.

Given the prevalence of online technology nowadays, mobile commerce continues to attract considerable attention for marketing research. However, studies on the factors that impact mobile commerce adoption via mobile applications are still limited. Moreover, there is minimal study that investigates the importance of attitudes towards mobile commerce as antecedents of mobile commerce adoption using Technology Acceptance Model (TAM), especially in the Malaysian market. These factors are crucial since the population of online users are massive and their influence is forming the untapped potential for marketers. By knowing the factors that drive the use of mobile commerce, this study seeks to facilitate marketers on how to use the findings and intensify the growth of online business in Malaysia. This quantitative study is cross-sectional in nature with 160 samples. Results showed that out of six hypotheses, five hypotheses were supported. The findings shed lights on the relevance of TAM in reasoning the adoption of mobile commerce via mobile applications. Also, this study provides insightful implications for marketers to understand consumer behaviour and strengthen the mobile commerce market.