Promotion depth versus breadth: The effect of mobile promotion and the moderation of social closeness and technical smoothness

作者：

Highlights：

• Promotion depth encourages instant sharing but does not increase distant sharing.

• Promotion breadth reduces instant sharing but increases distant sharing.

• Social closeness facilitates the positive effect of mobile promotion over time.

• Technical smoothness plays the opposite role on the effects of mobile promotion.

摘要

•Promotion depth encourages instant sharing but does not increase distant sharing.•Promotion breadth reduces instant sharing but increases distant sharing.•Social closeness facilitates the positive effect of mobile promotion over time.•Technical smoothness plays the opposite role on the effects of mobile promotion.

论文关键词：Mobile commerce,Social closeness,Technical smoothness,Promotion depth,Promotion breadth,User experience,User sharing

论文评审过程：Received 1 August 2019, Revised 31 July 2020, Accepted 5 September 2020, Available online 9 September 2020, Version of Record 1 October 2020.

论文官网地址：https://doi.org/10.1016/j.elerap.2020.101005