Determinants of voting avoidance On mobile social media: evidence from WeChat in China.

Purpose: The purpose of this study is to use role expectation theory to identify potential determinants of user voting avoidance on mobile social media. Design/methodology/approach: Data were collected through a survey of 602 WeChat users, and the proposed model was analysed using structural equation modelling. Findings: Results indicate that user voting avoidance was positively influenced by unfair competition, perceived inauthenticity, perceived information insecurity, over-consumption of renqing (a unique Chinese human relation) and organisation placement in the context of mobile social media. Originality/value: This study illustrates mobile user voting avoidance from the perspective of role expectation theory and clarifies the importance of avoidance in current voting research. [ABSTRACT FROM AUTHOR]