How Can Mobile Social Media Sustain Consumers? Assessing the Dynamic Influences of Differentiated Perceived Interactivity on Attitudes, Belongingness, and Stickiness

Abstract

The swift advancement of wireless communication technology has resulted in the gradual permeation of mobile social media into everyday lives, proffering unparalleled prospects for the dissemination of information and supporting networking. Despite several studies on the perceived interactivity of mobile social media, academic attention on comprehending the fundamental elements that lead to consumers belonging or sticking to these platforms has been limited. Drawing on previous scientific literature in related domains, this study presents a conceptual research framework that examines the extent to which three distinct facets of perceived interactivity, namely mutual interaction, message responsiveness, and social connectedness, may influence consumers’ attitudes towards mobile social media, ultimately impacting their belongingness and stickiness. This study empirically evaluates data from 665 mobile social media consumers and employs statistical analysis to demonstrate that perceived interactivity significantly influences consumers’ attitudes towards mobile social media platforms. Moreover, consumer attitudes towards these platforms are found to be the most significant predictor of consumer belongingness and stickiness. Furthermore, consumer belongingness also exerts a significant impact on stickiness. By identifying the factors and rationales that influence consumer belongingness and stickiness in using mobile social media, this study addresses the need for a comprehensive evaluation of perceived interactivity and consumer attitudes. The aforementioned discoveries not only have the potential to enhance our comprehension of consumer belongingness and stickiness in the realm of perceived interactivity but also to provide experts with innovative viewpoints, clarify effective strategies for promoting the adoption of mobile social media, and encourage increased levels of user engagement in a society that is saturated with mobile devices.