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This paper examines the influence of personal and game factors on gamers' perceived values, drawing from the Theory of Consumption Value (TCV), explores the impacts of values on the Pokémon Go (PG) adoption, and identifies differences between two consumer groups. A sample of 474 (215 PG non-players and 259 PG players) was collected and analysed. Game aesthetics increase all perceived values of both groups. Game aesthetics and innovativeness have no direct impact on gamers' intention to play. Emotional value and functional value are crucial for their behavioural intention. Social value is important for non-players, while conditional value influences players' intentions. This study contributes to the expansion of the TCV in mobile location-based AR game adoption and reveals the insights of players' and non-players’ value perceptions. It is one of the first studies investigating the TCV factors, antecedents, and consequence in the mobile AR game literature.

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Abstract. This research explores the posting quantity and posting types most likely to create brand engagement on Facebook brand-fan pages. Using content analysis, the study explores five posting types: product, price, place, promotion, and others, by analyzing 1,577 posts from 183 brand-fan pages. Findings suggest that high posting amount could increase brand popularity. Thus, a brand-fan page's content provider should add more price information, promotional information, other informational content, and emotional content on posted messages. This work amends the social media marketing literature by including the concept of marketing mix along with uses and gratifications (U&G). It also combines likes, comments, and shares to represent the post popularity. The study provides some managerial implications for effectively planning the content strategy to engage more fans or potential customers in brand-fan pages.