Understanding How Mexican and U.S. Consumers Decide to Use Mobile Social Media

This chapter investigated cross-national consumer behaviors in adopting mobile social media among U.S. and Mexican samples. Using a combination of Extended Technology Acceptance Model (TAM2) and consumer behavior theories to describe the decision-making process of mobile and social media platform adoption. Three thematic insights are identified after analyzing their adoption decision narratives. This book chapter concluded with a summary of current academic research on multi-platforms and their advertising applications. This chapter further identified major theoretical concepts, frameworks, and methodological approaches that may help advertising and marketing communications researchers and practitioners to better understand the planning, execution, and assessment of multi-platform advertising campaigns.