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This paper aims that mobile health (mHealth) applications have emerged as a key tool to support public health. However, there are only a few studies examining the influences of health-related ascribes on continuance intention to use mHealth apps and how these influences are contingent on gender in the mHealth app using context.

This study takes the protection motivation theory as a theoretical framework to examine the ordered relationship between threat and coping appraisals and their impacts on continuance intention to use mHealth apps. In addition, this study further extends the literature on gender differences into the mHealth app's context to investigate the moderating role of gender. The suggested hypotheses are confirmed by a structural equation modeling approach and multigroup investigation employing survey data of 345 users of Spring Rain Doctor in China, a typical mHealth app.

The findings suggest that the impact of perceived disease threat on user's continuance intention is mediated entirely by coping appraisals. Furthermore, the three coping appraisals' impacts are contingent upon gender. Specifically, response efficacy is more crucial for male users in forecasting continuance intention, whereas self-efficacy and response cost have a more salient influence on continuance intention for female users.

This study examines the ordered influences of threat and coping appraisal, moderated by gender, on continuance intention on use mHealth apps. These findings could contribute to relevant theoretical and practical implications.

The purpose of this paper is to examine the interrelationship of marketing, accounting and auditing with corporate social responsibility (CSR) to determine the benefit of CSR marketing, the responsibility of Board of Directors (BODs) with CSR accounting and the duty of external auditors with CSR that has influence on corporate sector.

This paper uses exploratory and qualitative data obtained from multiple research methods, to investigate benefit of CSR marketing, the responsibility of BODs with CSR accounting and the duty of external auditors with CSR and of its practices by companies’ websites, google search, annual reports and CSR reports from all listed companies in the Muscat Securities Market, Oman. The data are used to critically examine and revise a previously published explanatory framework that identifies interrelationship of CSR marketing, accounting with CSR and auditing with CSR.

Results indicate that CSR marketing, CSR accounting and CSR auditing are closely interrelated for accepting and implementing CSR requirements by corporates. This finding suggests that the benefit of CSR marketing, the responsibility of BODs with CSR accounting and the duty of external auditors with CSR has positively influence on corporate sector. The finding helps to build good image by corporates.

Organizations from developing countries such as Oman should be aware of CSR marketing, CSR accounting and CSR auditing that affects decisions with CSR adoption and implementation by organizations that could also lead to competitive advantage when it operates in developed countries. Though, organizations in developed countries are also equip for higher expectations by applying innovative CSR initiatives.

To the best of the author’s knowledge, this is the first academic literature review on interrelationship of marketing, accounting and auditing with CSR based on evidence from an Oman context. The paper contributes by exploring the benefit of CSR marketing, the responsibility of BODs with CSR accounting and the duty of external auditors with CSR which influence on corporate sector.