International Journal of Mobile Communications (24 papers in press)

Regular Issues

• Switch to a new version or keep status quo? The explanation for users to update software from push-pull-mooring perspective  
  by Xue Sun, Yuhao Li 
  Abstract: Companies invest high-volume costs in software maintenance but often failed to receive equivalent feedback from users (e.g., resistance to update). This research aims to shed light on the update motivation of users. In the context of online meetings (OMs), this study is guided by the status quo bias and the application technology innovation theory to establish an updating motivation model framed by push-pull-mooring (PPM). The model was verified using the PLS method based on an online survey with 380 samples. The results indicated that push factors, pull factors, and mooring factors have significant impacts on the OM users’ update intention. A multi-group comparison further shows that the cognitive resource moderates the effects of pull and mooring factors on the OM update.
  Keywords: status quo bias; SQB; cognition resource; push-pull-mooring; PPM; software update; migration in IS; online meeting.
  DOI: 10.1504/IJMC.2025.10063219
   
  
• E-WOM and outcomes on perceived values and consumer purchase intention  
  by Yuan-shuh Lii, May-Ching Ding, Erin Sy 
  Abstract: This research examines the utilitarian, hedonic, social, and epistemic values consumers derive from e-WOM exchanges (both quality and volume) in online communities and the subsequent impact of these values on consumers' purchase intentions. A survey of 201 members of the online community from community forums in Southeast Asia was collected and structural equation modeling was applied to test the hypothesized relationship. The results show that only the quality of the e-WOM exchange affects four different types of value; moreover, only the perceived hedonic and epistemic values significantly affect the intention of consumers to buy. This paper contributes to the literature by studying e-WOM from a framework of consumption value theory. From a management point of view, practical applications of this research include obtaining real-time information from consumers, which can be applied in different stages of product launch, development, and finally sales and marketing stages.
  Keywords: E-WOM; consumption values; perceived utilitarian value; perceived hedonic value; perceived social value; perceived epistemic value; consumer purchase intention.
  DOI: 10.1504/IJMC.2026.10075549
   
  
• Classification of malicious android applications by machine learning methods using permission properties  
  by Abdullah Batuhan Yilmaz, Yavuz Selim Taspinar, Murat Koklu 
  Abstract: This study applies machine learning methods to classify Android applications as malicious or benign using permission features. A dataset consisting of 2854 malware and 2870 non-malware apps with 117 features was used. Classification was performed with Adaboost (AB), Random Forest (RF), and Artificial Neural Networks (ANN), while the Information Gain (IG) algorithm was used to select relevant features. The classification process was carried out in three steps: first using all 117 features, second with 60 selected features, and third with 20 selected features. The highest accuracy, 98.4%, was achieved using 117 features and ANN. The models were evaluated using precision, recall, F1 score, ROC curve, and AUC metrics. Additionally, the training and testing times of all models were analysed. The study also employed correlation and weighted correlation analysis to assess the importance of permission features.
  Keywords: malware detection; feature selection; efficient features. android malware dataset; machine learning.
  DOI: 10.1504/IJMC.2026.10075550
   
  
• Why Chinese listeners stay engaged with podcasts: insights from a modified ECM-UTAUT2 framework  
  by Yanyan Li, Xinru Sun 
  Abstract: Podcasts have emerged as a popular mobile media in China, yet factors driving sustained user engagement remain underexplored. This study extends the ECM-UTAUT2 model by introducing a novel internal factor, perceived concomitance, which captures users' ability to integrate podcast listening into daily routines and psychological accompaniment. In addition, two external factors, content gratification and social gratification, derived from Uses and Gratifications theory, are incorporated. Analysis of survey data from Chinese podcast users highlights the critical roles of perceived concomitance, content gratification, user satisfaction, performance expectancy, and confirmation in sustaining engagement. However, social gratification and social influence do not exhibit significant impacts, reflecting cultural and contextual differences in Chinese podcast consumption compared to Western contexts. Our research offers practical insights for fostering sustained engagement in the Chinese podcast market.
  Keywords: ECM-UTAUT2; podcast engagement; continuance intention; perceived concomitance; content gratification; Chinese market.
  DOI: 10.1504/IJMC.2026.10076182
   
  
• How does asymmetric cost behaviour change in digital transformation?  
  by Peiyan Zhou, Shuya Zhou, Hannah Ji, Jonah Ji, Xiaolan Xiao 
  Abstract: Rapid development of highly sophisticated digital technology such as mobile technology has brought an unprecedented impact on corporate governance. Drawing on organisational information processing theory, we hypothesise that digital transformation affects cost behaviour. Through empirical analysis, we confirm that: a) digital transformation significantly reduces both cost stickiness and cost anti-stickiness; b) reducing resource adjustment costs and managerial opportunism serve as the intermediary factors linking digital transformation to cost stickiness and anti-stickiness. Additionally, digital transformation can help mitigate cost anti-stickiness by diminishing managerial pessimism; c) the influence of digital transformation in reducing asymmetric cost behaviour is particularly noticeable among companies operating in highly competitive industries and exhibiting a strong entrepreneurial orientation; d) cost asymmetry hampers corporate innovation, and digital transformation can bolster corporate innovation performance by mitigating cost asymmetry. Our findings underscore the significance of transitioning to digitalisation on business management decision making and offer valuable guidance for implementing digital transformation strategies.
  Keywords: cost asymmetry; digital transformation; adjustment costs; managerial expectations; managerial opportunism; innovation performance; mobile technology.
  DOI: 10.1504/IJMC.2026.10077444
   
  
• HGRO: harmonic gold rush optimisation for DDoS attack detection and mitigation in SDN-IoT  
  by S. Muthukumar, A.K. Ashfauk Ahamed , D. Menaga, S. Samundeswari 
  Abstract: One of the most rampant and challenging attacks on the internet of things (IoT) is the distributed denial of service (DDoS) attack. This paper proposes DDoS attack detection and mitigation in software-defined IoT (SDN-IoT). Initially, SD-IoT is initialised and the DDoS attack detection is done based on log data. The log data is forwarded to feature selection. The attack detection is performed utilising a deep stacked autoencoder (DSA), which is trained by utilising the designed harmonic gold rush optimisation (HGRO). The HGRO is formulated by combining gold rush optimisation (GRO) and harmonic analysis. If an attack is detected, then attack mitigation is done using deep residual networks (DRN), which is tuned by hybrid HGRO. Moreover, the HGRO+DSA is assessed by utilising true positive rate (TPR), accuracy, and true negative rate (TNR). The HGRO+DSA had a maximal value of accuracy of 0.896, TPR of 0.910, and TNR of 0.896.
  Keywords: DDoS attack detection and mitigation; deep stacked autoencoder; harmonic analysis; deep residual networks; DRNs; gold rush optimisation.
  DOI: 10.1504/IJMC.2026.10077267
   
  
• Development and validation of an e-commerce service quality measurement instrument for the food and beverage industry  
  by Ya-Yuan Chang, Chun-Hsien Lo, Ching-Chan Cheng 
  Abstract: It is a challenge for the food and beverage (F&B) industry to continue to maintain quality service after entering the ‘cold’ e-commerce market. How to accurately evaluate e-commerce service quality in the F&B industry is the primary task of creating a ‘service temperature’. This study aimed to develop an e-commerce service quality measurement instrument for the F&B industry (F&B-ECS-QUAL scale) to comprehensively assess the e-commerce service quality in the F&B industry. This study constructed the F&B-ECS-QUAL scale through rigorous procedures and collected a three-stage customer questionnaire to validate its reliability and validity. The F&B-ECS-QUAL scale included system function, product preservation, experience and communication, service efficiency, customer problem solving, and marketing services dimension, a total of 35 items. The F&B-ECS-QUAL scale could not only fill the research gap in measuring the e-commerce service quality in the F&B industry but also make practical contributions to the optimisation of service quality.
  Keywords: food and beverage; F&B; E-commerce; service quality; service quality scale.
  DOI: 10.1504/IJMC.2026.10077522
   
  
• Multiagent deep reinforcement learning based resource management technique for vehicular networks in heterogeneous traffic  
  by N. Iswarya , R. Venkateswari  
  Abstract: Swift growth in vehicle to everything (V2X) communications has created new opportunities for advanced vehicular networking. Vehicle-to-vehicle communication plays a crucial role in supporting latency-critical and safety-related services under ultra-reliable low-latency communication (URLLC) requirements. However, the increasing number of vehicles and diverse quality-of-service demands make efficient resource management a challenging task. To address this, this work proposes a multi-agent deep reinforcement learning (DRL)-based resource allocation framework for joint channel and power optimisation in heterogeneous vehicular networks. Individual utility functions are designed for each vehicular user to capture heterogeneous traffic requirements. Unlike conventional single-agent DRL approaches, the proposed multi-agent deep deterministic policy gradient (MADDPG) method adopts centralised training with distributed execution, enabling better coordination among agents. Input and reward normalisation are applied to accelerate training convergence. Simulation results demonstrate that the proposed scheme outperforms duelling DQN, fixed power allocation, and other RL baselines, achieving up to 23% higher throughput and 15% fewer latency violations, validating its scalability and effectiveness for latency-sensitive V2X communications.
  Keywords: resource management; heterogeneous network; multiagent deep reinforcement learning; multiagent deep deterministic policy gradient.
  DOI: 10.1504/IJMC.2026.10077523
   
  
• Social media influence and greenwashing concerns: determinants of green food purchasing decisions among university students in China  
  by Dimitrios Tatsis, Jian Zhang 
  Abstract: Social media functions as a key channel in publicising green goods, significantly shaping how these goods are presented to and perceived by consumers. The paper pursues to scrutinise the influences of social media engagement (SME) and perceived greenwashing risk (PGR) on shaping green-food purchasing intent and behaviour among the youths. A cross-sectional questionnaire appraisal was taken to gather data from 365 students of five top university in China. Data scrutiny was conducted with Smart-PLS version 4.1.1.2. The study’s outcomes insinuate that SME and PGR substantially predict the behaviours and intentions of young buyers pertaining to eco-friendly spending. Besides, societal norm (SN) mediates the linkage between SME and green-food buying behaviours. Via the inclusion of PGR and SME as new influential determinants within the framework, this research is an initial endeavour that magnify the theory of planned behaviour.
  Keywords: perceived greenwashing risk; PGR; social media engagement; SME; university students; young consumer; green food; China.
  DOI: 10.1504/IJMC.2026.10077555
   
  
• The influence of personal information, product comparison and customisation information on enhancing trust and purchase intention among first-time and repeat viewers  
  by Minjiang Jia 
  Abstract: This study examines the impact of three types of information provided by live streamers on the trust and purchase intentions of new and experienced viewers. The findings suggest that live streamers’ personal information does not significantly affect first time viewers’ trust or purchase intentions. Conversely, it positively influences cognitive rather than affective trust, and subsequent purchase intentions among repeat viewers. Product comparisons strongly affect viewers’ purchase intentions by fostering cognitive trust. Furthermore, product comparison information exerts the most significant direct impact on purchase intentions among repeat viewers. In contrast, product customisation information demonstrates the strongest effect on purchase intentions among first time viewers. Notably, the relationship between information and purchase intentions for both first time and repeat viewers is not fully mediated by trust in the live streamer.
  Keywords: personal information; comparison information; customisation information; viewer; purchase intention; affective trust; cognitive trust.
  DOI: 10.1504/IJMC.2026.10077592
   
  
• Exploring the influencing factors of intermittent discontinuance behaviour in online knowledge communities: a hybrid of meta-analysis and DEMATEL—ISM—MICMAC  
  by Junjun Li, Ning Wang, Juan Wen, Yuzhuo Wang 
  Abstract: This paper aims to elucidate the influencing factors and hierarchical logical relationship of intermittent discontinuance behaviour within online knowledge communities. Utilising the meta-analysis method, 70 empirical studies were analysed, extracting 15 influencing factors. The DEMATEL method identified key driving factors; ISM constructed a multi-level hierarchical structure; and MICMAC analysed each factor's driving power and dependence. The study identified two surface factors, namely use fatigue and transfer fatigue; nine intermediate factors, such as information overload and social needs satisfaction; and four deep factors, such as self-efficacy and impression management. The intermittent discontinuance behaviour observed in online knowledge communities resulted from the combined influence of these three factor levels. Based on existing research on intermittent discontinuance behaviour of online community users, this paper comprehensively analyses the main influencing factors of this behaviour, and further explores its formation mechanism and hierarchical logical relationship, providing suggestions for community managers.
  Keywords: online knowledge community; intermittent discontinuance behaviour; IDB; meta-analysis; decision making trial and evaluation laboratory; DEMATEL; interpretative structural model; ISM; cross-impact matrix multiplication applied to classification; MICMAC.
  DOI: 10.1504/IJMC.2026.10077887
   
  
• Does using short video apps reduce people's satisfaction with life quality? Evidence from China  
  by Wenze Tian, Xiaoyu Wang 
  Abstract: Few people have studied the value orientation of short video users. This study aims to scrutinise the impact of short video applications (apps) on individuals' satisfaction with life quality and to validate the underlying mechanisms. Empirical analyses were conducted using data from the 2020 China Family Panel Studies, which included participants aged 16 to 69 years (N=7,257). Results shows that engagement with short video apps reduces people's satisfaction. This effect is more noticeable in urban residents, those under 45, and individuals with a minimum of high school education. Notably, using short video apps most significantly impacts satisfaction concerning the wealth gap issues. Additionally, social trust and negative emotions significantly mediated the relationship between the daily use of short video apps and people's satisfaction with life quality. These findings underscore the need for vigilance regarding the influence of various short video apps on public perceptions, and fostering a positive online environment.
  Keywords: short video applications; satisfaction of life quality; social trust; negative emotions; China.
  DOI: 10.1504/IJMC.2026.10077888
   
  
• Efficient boosted LeNET graph drawing backtracking gated recurrent unit algorithm for 6G-wireless sensor network  
  by Mohan Akole, P. Kavipriya 
  Abstract: This paper addresses inefficiency and unreliable network topology in 6G-wireless sensor networks (WSNs), which arises from suboptimal anchor and sensor node placements causing coverage gaps, signal degradation and interference. Thus, a novel Boosted LeNET Graph Drawing Butterfly Backtracking Gated Recurrent Unit Algorithm is proposed. The research introduces the boosted LeNET-5 (B-NET) algorithm for initial node placement and iterative refinement based on real-time data assimilation. Additionally, a force-directed graph drawing (FDGD) method is employed that handles complex network structures thereby enhancing resilience against signal interference. Moreover, with the upgraded butterfly backtracking optimisation (UBBO) algorithm for precise anchor node placement and the SEN-GRU-AI algorithm integrating five localisation measurement techniques (FLMT), the proposed system shows the potential to advance the reliability and adaptability of 6G-WSNs for diverse applications. The simulation results with least localisation error of 0.65 and maximum output power of 0.95 W reveals the proposed model’s efficiency in increasing WSN reliability.
  Keywords: LeNET-5 neural network; 6G-wireless sensor networks; WSNs; butterfly backtracking optimisation; graph drawing algorithm.
  DOI: 10.1504/IJMC.2026.10078055
   
  
• An efficient cluster head selection model in wireless sensor networks with routing protocol and optimisation techniques  
  by Midhun Kumar Ayyalraj, S.A. Sahaaya Arul Mary , M. Thirunavukkarasan , K. Rajkannan , T. Judgi , Karthikeyan Murugesan 
  Abstract: In wireless sensor networks (WSNs), data clustering is an efficient research area for improving communication while conserving energy. Building upon this principle, this paper focuses on a hybrid optimisation strategy to perform the optimal cluster head selection process, ensuring efficient communication and energy-aware routing in WSNs. Moreover, the throughput of the suggested system is 0.21, which is 47%, 24.54%, 16.08%, and 1.16% improved over HO, ABO, MOA and SLOA by considering the best value in terms of cluster head selection. These results confirm that the proposed HMO-SLOA algorithm provides a robust and efficient solution for WSNs, outperforming existing state-of-the-art optimisation methods across multiple performance metrics.
  Keywords: wireless sensor networks; WSNs; routing; cluster head selection; hybrid mother optimisation-based snow leopard optimisation algorithm; HMO-SLOA.
  DOI: 10.1504/IJMC.2026.10078144
   
  
• Uncovering users’ switching from government service applications to government WeChat mini-programs: Based on push-pull-mooring framework  
  by Xiao Wang, Yueqi Ma, Tong Sun, Xinru Jiang 
  Abstract: As mobile government (m-government) services continue to evolve, an increasing number of users in China are shifting from traditional government service applications to government WeChat mini-programs (GWMPs). Yet, the factors driving this transition remain insufficiently understood. Drawing on the push-pull-mooring (PPM) framework, this study examines the key motivators and inhibitors that shape users’ intentions to switch platforms. We surveyed 436 individuals who have experience with both government service applications and GWMPs, then applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to validate our PPM-based model. Findings indicate that dissatisfaction with existing government service applications constitutes a significant push factor, prompting users to consider alternatives. In contrast, perceived relative advantages, subjective norms, and network externalities emerge as compelling pull factors that draw users toward GWMPs. Meanwhile, inertia
  Keywords: digital public services; m-government; mini-program; push-pull-mooring framework; switching behavior; switching intention.
  DOI: 10.1504/IJMC.2027.10078251
   
  
• Denial of service-resilient dynamic source routing for mobile ad hoc networks using decision owl optimisation  
  by B. Nancharaiah, Anumala Vijayasankar, Kodavati Babu Rao, M. Koteswara Kishore  
  Abstract: Recently, Mobile Ad Hoc Networks (MANETS) are widely used in a variety of contexts, including the commercial and military. Denial-of-Service (DoS) attacks target moving nodes, and privacy is one of a network's most important components. These kinds of assaults are referred to as malicious attacks. A denial-of-service attack is hard to anticipate and stop once it starts. Therefore, the current study has developed a novel approach, decision owl-based dynamic source routing (DObDSR), for MANETs to improve the security and performance of dynamic source routing (DSR). The generated nodes were integrated into the Python environment to locate the malicious node, and the results verify the effectiveness of the new DObDSR in obtaining the required metrics. Furthermore, the performance of the proposed DObDSR method is evaluated using a few parameters, including packet delivery, network throughput, packet loss ratio (PLR), malicious prediction accuracy, communication delay, and network lifetime.
  Keywords: delay; mobile ad hoc network; MANET; denial of service; DoS; network lifetime; high energy consumption; throughput; dynamic source routing; DSR.
  DOI: 10.1504/IJMC.2027.10078332
   
  
• Energy-aware algorithm for resource optimisation in edge-based multi-cluster communication networks  
  by Rajesh D. Thakare, Suman Avdhesh Yadav, Krishna Kant Agarwal, Jitendra Kumar Seth, Birendra Kumar Saraswat, Satya Prakash Yadav 
  Abstract: Internet of things multi-cluster communication resource optimisation issues arise as clusters and their devices increase. However, we must create effective cluster resource allocation policies to use such systems efficiently. These include load-balancing techniques to distribute requests equitably, hardware device dynamic scheduling, and cluster hypervisors that give virtual instances of resources. Data management should facilitate cluster-wide data sharing. These applications reduce resource misuse and optimise networking and data handling in multi-cluster communications systems. An efficient method for energy-aware resource allocation for edge devices in multi-cluster communication systems is developed. This approach optimises edge node resource use using a higher-level meta-cluster heuristic and semantic clustering. The model reduces numerous clusters’ energy and resource use, subject to latency. A graph-based node selection algorithm matches high-load nodes with high-quality clusters. An elastic game-theoretic pricing strategy adjusts resource prices based on node resource consumption to ensure fairness. Additionally, the proposed scheme adjusts its parameters to target different schemes. Simulations reveal that our system had 96.33% energy efficiency, 93.43% resource utilisation and QoS, 97.24% scalability, and 94.64% cache hit rate.
  Keywords: edge devices; cluster communication; multi-cluster; resource optimisation; load-balancing; dynamic scheduling.
  DOI: 10.1504/IJMC.2026.10078333
   
  
• Perceived inequality in news coverage and life satisfaction among internet users: the mediating roles of sadness and anger and the moderating influence of monthly income  
  by Shuo Wang, Angyang Li 
  Abstract: Mobile communication technologies and social media increasingly shape how individuals encounter news and perceive societal issues. This study investigates how mobile news exposure influences individuals’ emotional responses to income inequality and their life satisfaction in China. Drawing on relative deprivation and emotion theories, we propose a moderated mediation model examining the mediating roles of sadness and anger and the moderating role of monthly income. Data from two independent samples (N = 675) indicate that exposure to inequality-focused mobile news triggers sadness, which mediates the negative association between perceived inequality and life satisfaction. The effect of perceived inequality on sadness was stronger among higher-income participants, suggesting that the psychological burden of inequality-related news may disproportionately affect the affluent. These findings illuminate the emotional mechanisms linking media, inequality perception, and well-being, offering insights for responsible economic reporting and media ethics.
  Keywords: perceived income inequality; mobile news; emotion; life satisfaction; China.
  DOI: 10.1504/IJMC.2027.10078558
   
  
• How does mobile banking upgrading drive banks financial performance?  
  by Kuang-Hsun Shih, Chi-Yun Chou , Yi-Hsien Wang 
  Abstract: Although the digitalisation of the financial industry has progressed significantly, most studies rely solely on cross-sectional data for estimation, neglecting the role of customer behaviour as a mediating factor. Unlike previous studies that only focused on adoption intentions, the CTBC Bank’s 2018 mobile banking upgrade provided a quasi-experimental environment. With 174 months of internal data from CTBC Bank (2010-2024), we use a multiple mediation setting along with panel regressions. Research results found that the upgrade to mobile banking by CTBC boosted digital engagement extensively, which in turn expanded transaction intensity and lifted net interest income. This study found the mediating effect from active digital users to money transfers, and then to higher-value transactions. This study provides implementable evidence to banks that the long-term value of digitalisation lies not just in efficiency but in triggering behavioural mechanisms that facilitate widening revenue opportunities.
  Keywords: digital transformation; banking performance; mobile banking; digital customer engagement; digital transaction behaviour; multiple mediation effects; CTBC bank.
  DOI: 10.1504/IJMC.2026.10078589
   
  
• Beneath the prosperity of social commerce: a perspective from a trust-centred online review ecology  
  by Yan Li, Hongjie He, Bojiao Mu, Yaru Jin, Kun Shi 
  Abstract: The fast development of social commerce (s-commerce) has matured the online review ecology. However, it lacks an in-depth theoretical analysis of this ecology and its functions in consumers' purchases in s-commerce. By dissecting this ecology into its three pillars: the review community, content, and system; this study proposes the relationships among those pillars by extending the TAM with trust and identifies four information cues that are helpful for building this trust. Structural equation modelling was employed to test the proposed research model based on 391 valid samples. The results verify the distinctiveness of trust in the review community in s-commerce and show that this trust can facilitate consumers' use of the s-commerce platform for shopping via increasing the perceived usefulness of the review system and reducing the perceived risk of online shopping. Moreover, four information cues contribute to the development of trust in the review community.
  Keywords: online review ecology; trust in the review community; social commerce; technology acceptance model; TAM; trust development.
  DOI: 10.1504/IJMC.2026.10072447
   
  
• 'Be congruent' vs. 'be diverse'? The effect of basic app types on the intent to upgrade incremental functions  
  by Youjia Zhang, Xiaoqin Wang 
  Abstract: This study examines how basic app types (utilitarian vs. hedonic) influence users' intent to upgrade when incremental functions with congruent or incongruent goals are introduced. We employ a multi-method approach, including laboratory experiments, simulated real-world experiments, and online surveys (via Credamo), to ensure robust and reliable findings. Across four studies, we find that users exhibit a higher intent to upgrade when utilitarian incremental functions are added to a utilitarian app. However, for hedonic apps, users' upgrade intent does not significantly differ based on whether the added functions are utilitarian or hedonic (studies 1 and 2). Further, cognitive flexibility mediates these effects (study 3), and the frequency of basic app usage moderates the preference for congruent vs. incongruent incremental functions (study 4). These findings contribute to the literature on usage frequency by examining its role in upgrade decisions and provide practical insights into enhancing user satisfaction post-download.
  Keywords: app type; upgrade intent; cognitive flexibility; usage frequency; incremental features.
  DOI: 10.1504/IJMC.2026.10073210
   
  
• Combining DEMATEL and ANP to establish a decision-making evaluation model for the farmers' association to introduce mobile technology  
  by Chien-Heng Chou, Kuang-Husn Shih, Chien-Ta Hsieh 
  Abstract: In the face of increasing environmental threats, the farmers' association, which has the closest relationship with Taiwan's agricultural development, has also been forced to transform and change its previous business model. The farmers' associations serve as the bridge between the government and the people. In order to understand how the farmers' association can effectively introduce mobile technology, this study combined the decision making trial and evaluation laboratory (DEMATEL) and the analytic network process (ANP) to establish a decision evaluation framework for the digital transformation of farmers' associations, which can be used as an important reference for managers to plan business strategies and allocate resources. The results show that, the management of the farmers' associations is deeply influenced by the government's laws, regulations, and policies, but the resources and professional capabilities possessed by the farmers' associations are the most important factors for introducing mobile technology. Managers can also establish the priority order of decision-making according to the correlation between criteria and elements, in order to enhance the success rate of introducing innovative science and technology into the farmers' associations.
  Keywords: mobile technology; MT; farmers' association; decision making trial and evaluation laboratory; DEMATEL; analytic network process; ANP; digital transformation.
  DOI: 10.1504/IJMC.2026.10076425
   
  
• Evaluating the impact of colour congruence on marketing effectiveness within Instagram campaigns  
  by Chiao-Chieh Chen, Yu-Ping Chiu 
  Abstract: Social media platforms are pivotal arenas for brands to engage with audiences and disseminate brand-centric content. The impact of visual elements, particularly colour composition in brand posts, on the effectiveness of Instagram marketing campaigns remains underexplored. This research examined the influence of colour congruence between the background and thematic elements of brand posts on Instagram. Utilising a 2 × 2 between-subjects experimental design, where colour congruence and post type (brand layout vs. brand post) were the variables, this study investigated how these factors affect processing fluency and, consequently, marketing effectiveness. The findings reveal that consistent colour schemes enhance processing fluency, which in turn mediates the relationship between colour congruence and marketing outcomes. This research not only advances our understanding of congruence theory within the context of social media marketing but also offers practical insights for brands on optimising visual content strategy on their Instagram accounts.
  Keywords: Instagram campaigns; photo; colour congruence; processing fluency; marketing effectiveness.
  DOI: 10.1504/IJMC.2026.10074425
   
  
• The shaping of public opinion and healthcare influence through mobile-mediated social media: a case study of Azad Kashmir during the COVID-19 pandemic  
  by Raja Gulfraz Ali, Zakir Shah, Jie Li 
  Abstract: Rumours, infodemics, and vaccine uncertainty related to COVID-19 pose a major global health risk, impacting individuals' psychological state and fear of vaccination. This study, conducted in Azad Kashmir with 663 respondents, examines that mobile-mediated social media, particularly with visual content (e.g., vaccine selfies), which can help combat rumours and shape public opinion towards COVID-19 vaccines. The study uses a conceptual model grounded in the extended parallel process model (EPPM) and appraisal theory, which together explain the cognitive and emotional pathways of persuasion and offer a nuanced understanding of digital health behaviour in the post-pandemic era. The study finds that mobile-mediated social media visuals (MSMV) are significantly associated with risk perception (RP), infodemic rejection (IR), and vaccine hesitancy (VH) during the pandemic, which in turn shape vaccine behaviour (VB). The findings highlight the role of platform-specific dynamics, such as trust and misinformation exposure, on Facebook and WhatsApp. These findings underscore the urgent need for public health authorities and communication strategists to engage public figures and celebrities to promote the sharing of positive content on social media during health crises, thereby encouraging vaccination uptake.
  Keywords: mobile-mediated social media visuals; MSMV; infodemic rejection; IR; risk perception; RP; vaccine hesitancy; VH; vaccine behaviour; VB.
  DOI: 10.1504/IJMC.2026.10074702