Mobile Instant Messaging apps, such as Signal and WhatsApp, are part of everyday communication in the Netherlands. Yet, technology-adoption literature mainly focuses on functional aspects like ease of use and usefulness, while the role of human values in switching intention is often overlooked. This …

Relatively new computerized media (new media) such as mobile telephony and Internet have given lead to the surfacing of new marketing methods. One of these techniques is viral marketing, which aims to encourage the distribution of marketing messages between individuals via digital channels. Its potential …