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Mobile messaging applications (MMAs) have surpassed top social media platforms. Recent and rapid use of MMAs has made it extremely difficult to ignore the existence of customer-to-customer (C2C) mobile information. This study, therefore, aims to expand the knowledge of customers' adoption behaviour of such information.

Through applying and utilizing social support theory (SST) and the information adoption model (IAM), this study introduces a holistic theoretical model, explaining customers' adoption of information derived from MMAs and exploring the antecedents of IAM. Based on the data collected from 305 UK MMA users, this study empirically tests the research model using structural equation modelling estimation.

The results of this study reveal that social support is a key antecedent of information quality and credibility and support IAM in terms of its ability to explain MMAs' information adoption.

The insights are valuable for businesses and marketers to understand customers' mobile communications and be socially support-oriented while developing marketing communication strategies.

The study integrates SST and IAM to improve the understanding of customers' information adoption behaviour. It is the first attempt that establishes that social support is a key antecedent of IAM.

This study aims to analyze the motivations underlying information usefulness, attitude and acceptance of health information related to coronavirus disease 2019 (COVID-19) avoidance based on the information acceptance model (IAM) and the elaboration likelihood model (ELM).

This study conducted a quantitative approach using survey that generated 364 valid responses. Structural equation modeling was applied to analyze the data and evaluate the hypotheses.

The results of this study showed that the determinants of information usefulness are argument quality (comprising accuracy and timeliness) and peripheral route (comprising credibility and relevance), whereas no significant relationship was found between completeness and information quantity and information usefulness. Further analysis indicated that attitude and information usefulness significantly affect health information acceptance to COVID-19 avoidance.

Using ELM and IAM, an explanation of health information acceptance in the salient pandemic context was given. This study contributed to the current literature by offering insights into attitude and information usefulness for information acceptance. The validation of the model was strengthened by identifying the effects of argument quality and peripheral route attributes on information usefulness, which is stated to make contributions to the earlier literature.

Practitioners should strive to understand the facilitators regarding argument quality and peripheral routes to broaden information usefulness. The findings of this study are helpful for practitioners to implement communication campaigns that foster attitude and health information acceptance in the COVID-19 pandemic as well as in similar disease situations.

This study provides individuals and organizations with necessary information about the importance of mobile applications (m-applications) in distributing online information and about reliable guidelines for the implementation of disease avoidance to improve their health status.

Existing studies investigated users’ health information acceptance in some contexts related to general disease, but less is known about this behavior among young individuals via m-applications at the moment of COVID-19 and in emerging economies. This study identifies the efforts made by the relationship between information and technological diffusion to help individuals surmount difficulties in times of crisis.