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An integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.

The authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.

The paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.

Rather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.

This purpose of this study was to assess dietary diversity among women of reproductive age (WRA) and the associations between consumption of a diversified diet and overweight/obesity statuses in Ekiti State, Nigeria.

Cross-sectional study of 207 WRA from six local government areas in Ekiti State, Nigeria, was done. A validated interviewer-administered questionnaire was used to collect data on sociodemographic characteristics, dietary intake and anthropometry. Dietary intake was assessed with 24-h dietary recall to calculate the Minimum Dietary Diversity Score for Women (MDD-W). Data were analyzed using descriptive statistics, Spearman rank correlation and Chi square test at α_0.05.

Majority of the participants (65.2%) were aged between 19 and 34 years, 58.5% were married and 49.8% had high school as their highest level of education. Mean MDD-W and body mass index (BMI) were 3.8 ± 0.9 and 25.46 ± 6.4 kg/m², respectively. All participants (100%) consumed foods from the “grains, white roots and tubers” group and majority also from the “meat and poultry” group (79.7%) but ranked low in the consumption of foods from other food groups. Many were overweight (34.8%), obese (14.0%) and a few (1.9%) had morbid obesity. MDD-W was significantly associated with marital status (X² = 7.7, P = 0.022) and BMI (X² = 11.4, P = 0.023) and had a weak positive correlation with BMI (r = 0.189, P = 0.007).

Study shows that both undernutrition and overweight/obesity coexist in the population, indicating a case of double burden of malnutrition (DBM) at a population level. However, further studies may be needed to investigate the extent of DBM at individual levels. Although there was a positive correlation between MDD-W and BMI, it cannot be used to predict causality. Study further reveals that the micronutrient intake of the WRA population in Ekiti is inadequate. Considering the importance of the 10 food groups highlighted in MDD_W to nutrition and health, the promotion of the consumption of foods from these food groups with more attention to the micronutrient-rich ones needs to be heightened.

Diet of participants was not diverse enough, indicating micronutrient inadequacy. Promotion of the consumption of a diverse diet, particularly from the food groups rich in micronutrient, needs to be heightened, while food groups high in calorie should be minimally consumed to forestall DBM.