Purpose: Using WeChat moments as an example, this article explores the impact of user role conflict on privacy concerns, social media fatigue and the three dimensions of discontinuous usage intention: control activities, short breaks and suspend usage intentions. Moreover, the moderating function of self-esteem in this process is examined.Design/methodology/approach: The conceptual model includes role conflict, privacy concerns, social media fatigue, discontinuous usage intention and self-esteem. Three hundred and thirty-one questionnaires were collected using an online survey, and the data were analyzed with structural equation and hierarchical regression modeling.Findings: The results show that (1) role conflict positively affects privacy concerns and social media fatigue; (2) privacy concerns also positively affect social media fatigue; (3) privacy concerns positively affect control activities intentions, although their impact on short breaks and suspend usage intentions is not significant, whereas social media fatigue significantly influences control activities, short breaks and suspend usage intentions; and (4) self-esteem negatively moderates the influence of role conflict on privacy concerns.Research limitations/implications: A key limitation of this research is that it is designed for WeChat. Therefore, the question of whether other social media platforms face role conflict or discontinuous usage problems should be explored in the future.Originality/value: The article is interesting in that it focuses on the discontinuous usage of social media and identifies factors that contribute to the discontinuous usage of social media. The findings make some theoretical contributions to, and have practical implications for, research into social media usage.

Purpose: Limited research has explored why and how cause-related marketing on social media influences consumers' responses. Drawing upon balance theory and consistency theory, this study aims to identify the mechanism of cause-related marketing on social media.Design/methodology/approach: Data were collected from a sample of 360 users of cause-related marketing campaigns on social media and analyzed using structural equation modeling in Mplus 8.0.Findings: The three types of congruence – self-image congruence, brand-image congruence and value congruence – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors.Practical implications: The findings provide theoretical and practical contributions for a brand to undertake cause-related marketing on social media.Originality/value: This study clarifies the myth of the perceived fit of cause-related marketing on social media and examines the perceived fit sub-dimensions’ mechanism of consumers' responses through community identification.

The use of information and communication technology, such as virtual reality (VR) and photo-enhanced imaginative condition (PIC), in the online previews of peer-to-peer accommodations at the pre-reservation stage has become a common phenomenon. However, previous research has not systematically compared the impact of these two preview modes on accommodation reservations or the psychological mechanism and moderators of the impact. We combined duality theories and the technology-enabled engagement process model to establish that a VR/PIC preview enhances consumers’ appraisal and their intention to patronize P2P accommodations through cognitive and affective engagement. Furthermore, the VR/PIC preview’s effect on patronage intention was found to be influenced by the motivation for consumer reservation: consumers form a positive appraisal when the target accommodation type (comfortable vs. economical) matches the preview mode (PIC vs. VR). Finally, the message appeal emphasis (informational vs. emotional) of advertising was found to moderate the effect of the VR/PIC preview.