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This study delves deeply into advertising avoidance research and redefines the uses and gratifications theory (U&G) as divided into (a) convenience U&G, (b) content U&G, and (c) social U&G to conduct an approach to alleviate the degree of advertising avoidance on the mobile social platforms. To carefully study the forming framework of advertising avoidance, we extract the factor irritation considered to directly impact on avoidant intention induced by perceived intrusiveness and privacy concerns. As an important previous factor in advertising research, we also test the moderating effect of perceived advertising value between irritation and advertising avoidance. Findings show that ubiquity takes a negative role on mobile social platforms and tailoring also takes different roles on perceived intrusiveness and privacy concerns; unfortunately, content U&G consist of advertising informativeness and entertainment didn't find any significant effect; in contrast with previous study, social U&G as social interaction and social integration also show some different roles but is ambiguous. However, the positive relationship of perceived intrusiveness, privacy concerns, irritation, and advertising avoidance has been confirmed again although with a pity of insignificant moderating effect of perceived advertising value. Management issues, theoretical contributions, limitations and future study are discussed as follow.

Many educational institutions and organizations have attempted to encourage knowledge sharing by implementing virtual learning communities. During the COVID-19 pandemic, how to utilize virtual communication technologies to effectively facilitate knowledge sharing among geographically dispersed learners has become an extremely urgent issue. Our study investigated 88 undergraduates (nested in 10 groups) from a University in Southwest China. The research results reveal that self-presence and virtual member trust are the primary determinants in facilitating knowledge sharing (explicit vs tacit) in a virtual learning environment (VLE). Additionally, considering the challenges of forming effective collaborations in VLE (e.g., environment uncertainty, and one-way oriented communication), virtual leadership for improving the coordination of joint activities was developed. Virtual leadership improves the climate of a virtual learning environment by strengthening the relationships between selfpresence/virtual member trust and knowledge sharing. Finally, the positive interrelationship of explicit/tacit knowledge sharing and team performance is confirmed in our research.

It is known that perceived intrusiveness and privacy concerns, mediated by irritation, indirectly affect advertising avoidance. This research attempts to verify the importance of perceived advertising value by investigating its moderated mediation effect on the links between those endogenous variables. The research model was empirically verified with data derived from 374 valid off-line responses. Analysis found that both perceived intrusiveness and privacy concerns increased irritation in using mobile social media. Irritation caused by perceived intrusiveness and privacy concerns had positive mediating effects on advertising avoidance. Ubiquity increased perceived intrusiveness and privacy concerns, whereas personalization reduced perceived intrusiveness. Customization increased perceived intrusiveness, whereas informativeness significantly reduced it. Social interaction increased privacy concerns, whereas social integration decreased them. The moderated mediation effect of perceived advertising value among women was negative. In the low-exposure group, a negative moderated mediation effect of perceived advertising value on the relationship between irritation and advertising avoidance was also found.